Unit 329 – Brand Development

Aim of this unit

The aim of this unit is to enable the learner to understand the promotional mix and its relationship to branding. Learners will develop an understanding of the importance of branding and develop the skills to develop appropriate promotional campaigns for existing and new brands.

Section One

  1. Understand the constituents of the promotional mix

Most people think of the promotional mix as just advertising, public relations, and sales promotion. But there’s much more to it than that. A promotional mix is a tool that businesses can use to get their products and services in front of potential customers. It consists of a variety of marketing activities that work together to achieve a common goal.

The most important part of the promotional mix is advertising. Advertising is what gets your company’s name out there and introduces potential customers to your products or services. Public relations helps create a positive image for your company and builds goodwill with the public. And sales promotion encourages people to buy your products or services now rather than later.

A promotional mix is a powerful tool that can help you reach your target market and achieve your business goals. But it’s important to remember that each element of the mix should be used in moderation. Too much of any one thing can result in negative consequences, such as alienated customers or blown budgets.

When used correctly, the promotional mix can be a powerful tool for businesses of all sizes.

Many forms of the promotional mix to kickstart your marketing campaigns
Many forms of the promotional mix to kickstart your marketing campaigns

1.1 Explain what is meant by a promotional mix

A promotional mix is a variety of marketing tools that a company can use to increase awareness for its product or service. The most common types of promotional tools are advertising, public relations, and direct marketing. However, there are many other options available, such as sales promotion, personal selling, and branding.


Advertising is one of the most commonly used promotional tools. It is a form of communication that attempts to persuade people to buy or use a product or service. Advertising can be found in many forms, including television commercials, radio ads, magazine and newspaper articles, billboards, and online banners.

Advertising is an important part of any business’s marketing strategy. By using advertising, businesses can promote their products or services to a wide audience. Advertising can also help businesses increase brand awareness and create a positive image for their company.

There are many different types of advertising, each with its own advantages and disadvantages. The most common types of advertising are print, television, radio, and online.

Print advertising is one of the oldest forms of advertising. It includes magazines, newspapers, and other printed materials. Print advertising can be very effective in reaching a target audience. However, it can be expensive, and it is not always easy to track the results of a print campaign.

Television advertising is another common type of advertising. It can be very effective in reaching a large audience. Television ads can be expensive, however, and they often require a high level of production value.

Radio advertising is another option for businesses. Radio ads can be less expensive than television commercials, and they can reach a wide audience. Radio ads can be difficult to track, however, and they may not be as effective in reaching a target audience as other types of advertising.

Online advertising is a growing form of advertising. Online ads can be less expensive than traditional forms of advertising, and they can be very effective in reaching a target audience. Online ads can be placed on websites, in email newsletters, and on social media sites.

Public Relations

Public relations is the process of managing the spread of information between an organization and the public. It is a strategic communication process that aims to build goodwill and favourable perceptions of an organization among its key audiences.

PR can be used to promote and protect an organization’s image, as well as to manage its reputation. It is an important tool for managing how the public perceives an organization and can be used to influence behaviour and attitudes.

When used as part of your promotional mix, PR can be an effective way to reach your target audiences and create a positive impression of your organization. It can help you build relationships with key influencers and opinion leaders, and generate positive media coverage. PR can also be used to manage crisis situations by providing accurate and timely information to the public.

Direct Marketing

Most people think of advertising when they hear the word “marketing.” But there’s a lot more to it than that. Marketing is really about creating relationships with customers and potential customers. It’s about understanding their needs and desires, and then providing solutions.

One form of marketing that has become increasingly popular in recent years is direct marketing. Direct marketing involves reaching out to customers through methods such as mail, email, or telephone contact. It can be a very effective way to connect with potential customers who might not be reached through other forms of marketing.

Direct marketing can be used to promote a wide variety of products and services. It can be used to generate leads, build relationships, and make sales. It’s a versatile tool that can be customized to fit the needs of almost any business.

If you’re thinking about using direct marketing as part of your promotional mix, there are a few things you should keep in mind.

  1. First, direct marketing is most effective when it’s targeted. That means you need to have a good understanding of your target market before you begin.
  2. Second, direct marketing can be expensive. You’ll need to factor the cost of materials and postage into your budget.
  3. Third, direct marketing requires planning and organization. You’ll need to develop a list of potential customers, create a message, and design a method of delivery.
  4. Fourth, direct marketing can be time-consuming. It can take weeks or even months to see results.
  5. And finally, direct marketing is not right for every business. It’s important to consider all of your options before you choose a marketing strategy.

Direct marketing can be a great way to reach potential customers and build relationships. But it’s important to understand the pros and cons before you decide if it’s right for your business.

Many other forms of the promotional mix to kickstart your marketing campaigns
Many other forms of the promotional mix to kickstart your marketing campaigns

Sales Promotion

Sales promotions are one of the most commonly used marketing tools. It encompasses a wide variety of techniques, from advertising and public relations to personal selling and direct marketing. The goal of sales promotion is to increase sales and market share by persuading customers to buy now rather than later.

There are two types of sales promotions: consumer-oriented and trade-oriented. Consumer-oriented promotions are aimed at persuading customers to buy the product, while trade-oriented promotions are aimed at persuading retailers to stock the product.

Sales promotions can take many different forms, but all have the same goal: to increase sales. Some common techniques include coupons, samples, point-of-purchase displays, and sweepstakes.

Coupons are a popular form of sales promotion. They offer consumers a discount on the purchase of a product or service. Coupons can be distributed through newspapers, magazines, direct mail, or in-store.

Samples are another common form of sales promotion. They allow consumers to try a product before they buy it. This is a great way to generate interest in a new product or service. Samples can be distributed in-store, through direct mail, or at events such as trade shows.

Point-of-purchase displays are another way to increase sales. They are designed to catch the customer’s eye and encourage them to buy the product. Point-of-purchase displays can be placed in-store, at trade shows, or in other high-traffic areas.

Sweepstakes are a type of promotion that offers customers the chance to win a prize. The prize can be anything from a free product to a trip. Sweepstakes are often used to generate interest in a new product or service.

Sales promotions are a great way to increase sales and market share. However, it is important to choose the right techniques for your business. If you are not sure which techniques will work best for you, contact a marketing professional.

Personal Selling

Personal selling is a promotional mix element that involves building personal relationships with potential and current customers in order to persuade them to buy a product or service. It can be an extremely effective way to reach out to customers and create loyalty, but it takes time and effort to do it correctly. There are a few key things to keep in mind when using personal selling as part of your promotional mix.

First, personal selling should be seen as an investment, not a cost. You’ll need to spend time and money training your sales staff, but if they’re able to build strong relationships with customers and close sales, it will be worth it in the long run.

Second, make sure your sales team is knowledgeable about your product or service. They should be able to answer any questions a potential customer might have, and show them how your offering is better than the competition.

Finally, don’t forget to measure the results of your personal selling efforts. Keep track of how many sales are closed, what types of customers are most likely to respond to personal selling, and whether it’s cost-effective for your business. By tracking these metrics, you’ll be able to adjust your approach and ensure that personal selling is working for your business.


Branding is one of the most important aspects of any business, large or small. It’s what sets your company apart from the competition and creates a unique identity for customers to connect with. A strong branding strategy can help you attract new customers and keep them coming back for more.

There are many different elements that go into branding, but one of the most important is your promotional mix. This includes all of the different ways you promote your brand, from advertising and PR to social media and content marketing.

Your promotional mix should be carefully planned and executed to ensure that it’s working effectively to reach your target audience. It’s also important to keep your brand consistent across all channels. This can be a challenge, but it’s important to remember that your brand is more than just your logo or website. It’s the feeling customers get when they interact with your company.

If you’re not sure where to start with your branding strategy, consider working with a marketing or advertising agency. They can help you develop a strong brand identity and create a promotional mix that will reach your target customers.

The marketing mix is affected by the promotional mix
The marketing mix is affected by the promotional mix

The goal of the promotional mix is to create a well-rounded marketing campaign that will reach the target audience through multiple channels. This allows the company to control the message and ensure that it is consistent across all platforms. It also allows them to track the effectiveness of each method and make changes as needed.

There are many factors to consider when creating a promotional mix. The most important is the target audience. This will determine what types of channels are most effective for reaching them. Other factors to consider include the budget, the timing of the campaign, and the overall objectives.

The promotional mix is a key element of any marketing campaign. By carefully selecting the right mix of tools, a company can reach their target audience and achieve its marketing goals.

1.2 Assess the suitability of a promotional mix for a product or service

No single promotional mix is right for every product or service. A company must carefully consider the target market, the product itself, and the specific needs of the customer base before selecting a mix of marketing tools.

Different products appeal to different markets, and each market has its own needs. A company that wants to sell a new type of high-tech gadget, for example, will need to use very different marketing tools than a company that sells traditional household goods. And even within the same industry, different products may require different mixes of marketing tools in order to be successful.

A company must also consider the product itself when selecting a promotional mix. A new, innovative product may need heavy promotion in order to generate interest and trial among consumers. An established product, on the other hand, may require less promotion because it is already well-known and trusted by consumers.

Finally, the specific needs of the customer base must be taken into account when selecting a promotional mix. A company that sells to businesses, for instance, will need to use different marketing tools than a company that sells to individual consumers.

The best way to determine the right promotional mix for a particular product or service is to experiment with different combinations of marketing tools and see what works best. There is no one-size-fits-all solution when it comes to marketing, so a company must be willing to try different approaches in order to find the best way to reach its target market.

Building out your branding concept is a fundamental part of your promotional mix in order to be successful
Building out your branding concept is a fundamental part of your promotional mix in order to be successful

Section Two

2. Understand how to promote a brand to customers

Brands need to be proactive in how they promote themselves to customers. Too often, brands rely on assumptions about what their customers want or need, and they don’t take the time to actually find out. This can lead to disaster, as customers are not likely to stick around if they don’t feel like the brand understands them or is catering to their wants and needs.

Instead, brands should focus on understanding who their target audience is and what those customers want from a brand. They should also be actively engaged with their customers on social media and other platforms, listening to what they have to say and taking that feedback into account when making decisions about the future of the brand. Only by being truly customer-centric will brands be able to build the strong, lasting relationships that are essential for success.

2.1 Explain the benefits of branding

Branding is one of the most important aspects of any business. It’s what sets you apart from your competition and makes customers loyal to your product or service. A strong brand creates an instant connection with consumers, and it can be the difference between success and failure.

There are many benefits to branding, some of which are listed below:

1) Branding builds trust. When customers see a familiar logo or name, they immediately trust that it’s a quality product or service. They know what to expect and are more likely to buy from you again.

2) Branding creates loyalty. Once customers are loyal to your brand, they’ll stick with you through thick and thin. They’ll tell their friends about your product or service, and they’ll be more likely to buy from you in the future.

3) Branding increases awareness. The more people see your brand, the more likely they are to remember it and buy from you later on. A strong branding campaign can help you reach a larger audience than ever before.

4) Branding builds credibility. When people see that your company is reputable and has a good reputation, they’re more likely to do business with you. A strong brand can help you attract new customers and keep them coming back.

5) Branding separates you from the competition. In today’s competitive marketplace, it’s more important than ever to stand out from the crowd. A strong brand will make you unforgettable and give you an edge over your competitors.

Branding is an essential part of any business, and the benefits it provides are numerous. If you want to succeed in today’s marketplace, you need to build a strong brand that customers can trust. With a little effort, you can create a brand that will help your business grow and prosper for years to come.

Establishing your brand requires visibility across multiple touchpoints
Establishing your brand requires visibility across multiple touchpoints

2.2 Explain ways in which a new business might establish its brand

Establishing a brand is one of the most important tasks a new business faces. It can be difficult to create a strong and recognizable brand, but there are several things a business can do to increase its chances of success.

Clear and concise message – The message should be easy for customers to understand, and it should be reflected in all aspects of the company’s marketing. The branding should also be consistent across all platforms, from the company website to its social media pages.

Positioning – Knowing where your brand sits within the market and alongside competitors allows affords you the necessary insight to build effective marketing campaigns that do not oversell and under-deliver. This is especially the case if you have a cheaper alternative product or service to what already is available. Likewise, a premium product or service requires planning to penetrate the market and being correctly positioned.

Customer service – A good customer service experience can help make customers loyal to a brand, while poor service can drive them away. businesses should make sure they have the resources in place to provide excellent customer service.

Target audience – It’s important to know who your ideal customer is and what they want from your product or service. Focusing on these factors will help you create a brand that resonates with customers and helps your business stand out from the competition.

Branding Guidelines – Branding guidelines are important for any organization in order to maintain a consistent look and feel across all of its communications. It helps to ensure that your brand is recognizable and that your message is communicated clearly and consistently.

2.3 Explain how a business might use an established brand in its promotional mix

A well-known and respected brand can lend a great deal of credibility to a new or fledgling business. When customers see a familiar name or logo associated with a product or service, they are more likely to trust that it is high quality and worth their money.

In addition, using a well-known brand in advertising and marketing can help to create an instant association in the customer’s mind between the product and the company. This can be very helpful in terms of getting the product noticed in a crowded marketplace.

There are a number of ways that a business can make use of an established brand in its promotional mix. One is simply to slap the logo on everything, from the product itself to marketing materials and advertisements. This can be very effective in terms of getting people’s attention and creating an instant association with the product.

Another approach is to partner with the brand in some way, such as sponsoring an event or partnering on a joint marketing campaign. This can help to increase the visibility of both brands and create a more synergistic relationship between them.

Building out the various elements of promotional items to solidify your brand's marketing message and identity
Building out the various elements of promotional items to solidify your brand’s marketing message and identity

Section Three

3. Be able to prepare promotional plans

Knowing the various elements of the promotional plan allows you to plan effectively without missing any areas that require a cohesive approach to your marketing campaign’s success.

Look at the success of the Hamiltons brand undertaken via the Blind Agency and Brendon burns, their senior graphic designer. YouTube : Starting The Branding Process – Building A Brand, Episode 1

Examples of other effective branding include FedEx, Apple, Bosch, Tesla, Mcdonald’s, etc.

NB: Watch the video series on YouTube to gain valuable insight into the planning, research, implementation and review of building a successful brand and using various elements of the promotional mix to communicate with its intended target audience.

3.1 Design a promotional campaign to establish a new brand

Designing a promotional campaign to establish a new brand can be difficult. There are many things to consider, such as the target audience, the budget, and the message you want to send.

One of the most important things to keep in mind is what makes your product or service unique. What sets it apart from everything else on the market? Why should people choose your brand over all others?

Once you know what makes your product special, you can focus your marketing efforts on highlighting those features. Use slogans, images, and taglines that will catch people’s attention and make them want to learn more about your brand.

Be sure to also create a strong social media presence for your company. Platforms like Facebook and Twitter offer great opportunities to connect with potential customers and build relationships with them. Make sure all of your content is high quality and relevant to your target audience, and be prepared to respond promptly to any questions or comments.

Creating a well-designed promotional campaign can help you establish your brand and make it more visible in the marketplace. By taking the time to craft a thoughtful and effective strategy, you can ensure that your new brand will be off to a strong start.

The various components of a promotional campaign:

  1. Introduction
  2. The Product/Service
  3. Target Market
  4. Competition
  5. The Promotion Itself
  6. Budget
  7. Conclusion

1. Introduction: In order to create a successful promotional campaign, businesses must first identify what they are trying to promote. This includes understanding the features and benefits of the product or service and the target market they are hoping to reach. Furthermore, businesses need to be aware of their competition and how their promotion will compare. Once all of this information is gathered, the actual promotion can be developed. Finally, a budget must be created in order to ensure that the campaign is affordable and effective.

2. Product/Service: The first step in creating a promotional campaign is to identify the features and benefits of the product or service that is being promoted. This will help to determine what the target market should be, as well as what type of promotion would be most effective. Furthermore, understanding the features and benefits of the product or service will help to create messaging that is clear and concise.

3. Target Market: Once the features and benefits of the product or service have been identified, the next step is to determine who the target market should be. This includes considering factors such as age, gender, income, and location. By understanding the demographics of the target market, businesses can more effectively create a promotional campaign that will reach them.

4. Competition: It is also important to understand the competition when creating a promotional campaign. This includes knowing who they are, what they are promoting, and how their promotion compares to the one being created. By understanding the competition, businesses can more effectively position themselves in the market.

5. The Promotion Itself: Once all of the information has been gathered, the actual promotion can be developed. This includes considering the messaging, medium, and call to action. It is important to ensure that the promotion is clear, concise, and effective in order to reach the target market.

6. Budget: Finally, a budget must be created in order to ensure that the campaign is affordable and effective. This includes considering the cost of the promotion, as well as any other associated costs. By creating a budget, businesses can more effectively manage their finances and ensure that the campaign is successful.

7. Conclusion: Promotional campaigns are a necessary part of marketing for any business. By understanding the various components of a promotional campaign, businesses can create a campaign that is clear, concise, and effective. Furthermore, by creating a budget, businesses can ensure that the campaign is affordable and successful.

NB: Design a promotional campaign with the outline above and demonstrate it with a presentation, storyboard or selection of screengrabs to show your originality and fresh ideas.

Disney leverages its existing brand exposure to position itself within the market to gain a favourable advantage within their promotional marketing mix
Disney leverages its existing brand exposure to position itself within the market to gain a favourable advantage within their promotional marketing mix

3.2 Design a promotional campaign for a new product or service which utilises an existing brand

When it comes to marketing a new product or service, using an existing brand can be a powerful tool. However, it’s important to do so in a way that is respectful of both the brand and the consumers.

One way to do this is by creating a promotional campaign that is aligned with the values and messaging of the existing brand. This will help to ensure that consumers feel comfortable engaging with the campaign and are more likely to consider the new product or service.

Another key consideration when using an existing brand in marketing is timing. It’s important to launch the campaign at a time when it will be most relevant and impactful for consumers. For example, if there is a major event happening soon that would be relevant to the product or service being marketed, then wait until after the event has passed before launching the campaign.

Finally, it’s also important to consider the budget when planning a promotional campaign. If the existing brand has a large and loyal following, then it may be possible to get away with a lower budget. However, if the brand is relatively unknown or unestablished, then a higher budget may be necessary to reach a wider audience.

When done correctly, using an existing brand in marketing can be a highly effective way to reach consumers and promote a new product or service. However, it’s important to consider all of the factors involved before moving forward with such a campaign.

NB: Design another promotional campaign and describe how it utilises an existing brand to support it. Provide your evidence in the form of a presentation or supporting Word document and include visuals.

3.3 Create a plan for implementing and reviewing a promotional campaign

Developing a promotional campaign can be a daunting task, but having a plan in place before getting started is essential to ensure that all aspects of the campaign are considered. The first step is to set goals for the campaign.

These goals should be specific, measurable, achievable, relevant, and time-bound (SMART). Once the goals have been established, a timeline for completion should be created. This timeline should allow for sufficient time to complete all aspects of the campaign, while also being realistic and achievable.

Checkpoints should be set up along the way to evaluate progress and identify any necessary adjustments. These checkpoints can take the form of regular meetings or progress reports.

Finally, it is essential to have a review process in place once the campaign has ended, in order to determine its success and learn from any mistakes made. This review should include input from all stakeholders involved in the campaign.

This can incorporate a simple scorecard system to keep track of the numbers and gain a better insight into what is happening so that you can make informed decisions based on the shift change.

Below is our six-step-by-step process to implement and review a promotional campaign:

  1. Define the objective of the campaign
  2. Determine the target audience for the campaign
  3. Create a budget for the campaign
  4. Develop a strategy for promoting the campaign
  5. Execute the promotional plan
  6. Evaluate the results of the campaign and make adjustments as necessary

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