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Unit type: Internal set assignment
Guided learning hours: 60
Unit in brief
Learners will investigate the role of branding and how it is used. They will give recommendations for changes to a brand for a selected product or service.
Brands surround us in our everyday lives. People may judge others by their brand of car, their brand of clothes or the brand of drinks they consume. Brands can help give people identity and image. Because of this, marketing is often brand driven, with the objective of establishing a product or service with a separate identity in consumers’ minds, making the product or service desirable, wanted and even needed. Messages are carefully crafted to build customer views and expectations of the products or services associated with the brand. Constant advances in digital-based processes and systems, and changes in customer behaviour and use of social media, present a challenge for organisations which work to maintain, develop or reinforce their brand identity. Organisations invest
a huge amount of effort and resources to ensure that the customer recognises and responds to their brand identity in the right way.
In this unit, you will consider the ways in which organisations use branding to achieve their marketing objectives and organisation aims. You will explore the ways in which branding influences the marketing mix and how brand-strategy recommendations are developed according to market needs.
This unit will support you in continuing your studies of branding through a marketing- related degree or a professional qualification. The unit will also give you the skills to progress to employment in a branding-related role.
This unit has a set assignment. Learners must complete a Pearson Set Assignment Brief.
In this unit you will:
A Investigate the role of branding in a selected organisation
B Review how branding is used by a selected organisation
C Recommend improvements to a brand for an existing product or service.
Pass Merit Distinction
Learning aim A: Investigate the role of branding in a selected organisation
A.D1 Evaluate the impact of branding on a selected organisation, making a judgement on its significance.
A.P1 Explain the principles of branding for a selected organisation.
A.P2 Explain how brands can be an asset to a selected organisation.
A.M1 Analyse the advantages and disadvantages of branding to a selected organisation.
Learning aim B: Review how branding is used by a selected organisation
B.D2 Evaluate the extent to which the branding of a product or service meets the aim(s) of a selected large organisation.
C.D3 Justify suggested changes to an existing brand for a product or service.
B.P3 Explain the reasons for a selected large organisation to have a brand strategy.
B.P4 Explain the branding of contrasting products or services in a selected large organisation.
B.M2 Analyse the potential impact of internal and external factors on branding activities of a product or service.
Learning aim C: Recommend improvements to a brand for an existing product or service
C.P5 Explain the challenges of managing an existing brand for a product or service.
C.P6 Explain an existing brand for a product or service using a brand audit.
C.M3 Analyse the reasons why an existing brand for a product or service may need to change.
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