24.10.24 Starter Marketing

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Learning Outcomes

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•

To be able to explain the difference between primary and

secondary sources of data including qualitative and quantitative

data.

•

To be able to understand the different types of data to support

marketing activity – qualitative and quantitative data and internal

and external data.

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Starter

5

➢ Last week: Principles of branding – Answer questions below:

❑ What are the different dimensions of a distinctive brand?

❑ What are the benefits of building a brand?


The product Life cycle

How to identify a brand

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6

• Logo

• Celebrity endorsements

• Images

• Colours

• Symbols

The benefits of building brands

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• Building a brand provides several benefits for a business:

➢ Value

➢ Brand Personality

➢ Brand Extensions

➢ Brand Stretch