IGCSEBusinessEdexcelRevision Notes4. MarketingThe Marketing MixThe Importance of Building a Brand

The Importance of Building a Brand (Edexcel IGCSE Business)

Revision Note

Lisa Eades

Reasons for Building a Successful Brand

  • Branding is the process of creating a unique and identifiable name, design, symbol, or other feature that differentiates a product or company from its competitors

  • Strong branding provides four key benefits to a business

Diagram: Benefits of Branding

4--benefits-of-branding

Strong branding adds value, allows premium prices to be applied, improves product recognition and identity and differentiates products from those of rival businesses

1. Added Value

  • Strong branding can add value to a product by creating a perception of quality, reliability and reputation
      

2. Ability to Charge Premium Prices

  • Customers may be willing to pay more for a product that is associated with a well-established brand as they perceive products with strong branding to be of higher quality and therefore worth the extra cost

 

3. Branding Establishes Recognition & Identity

  • This helps to builds trust and credibility and creates an emotional connection with customers which helps to generate repeat purchases

 

4. Business Differentiation

  • Branding differentiates a business from its competitors and supports marketing and advertising efforts which can use key elements to build memorable promotional materials and campaigns
     
  • Strong brands also strengthen a businesses balance sheet.
    • Brands are considered intangible assets on a company's balance sheet
    • A strong brand adds to the overall value of these intangible assets, which may be an important part of a company's net worth and make it more attractive to investors.

  • Brands can be built using any one or a combination of the following methods:
    • By developing unique selling points (USPs)
    • Through advertising
    • Through sponsorship
    • Through the use of social media
       

Examples of the way Brands have been Built


Method
Explanation
Example

Unique selling points (USPs)

  • USPs are the features that make a product/service stand out from its competitors
  • Brands can build their reputation by emphasising these unique qualities in their marketing efforts

  • Apple is known for its innovative and sleek design and use of quality materials, which sets its products apart from its competitors
  • The company has built its brand around this USP and is recognised worldwide for its premium design

Advertising

  • Brands can create compelling ads that resonate with their target audience, raise brand awareness, and communicate their value proposition
    With the right advertising strategy, brands create a strong emotional connection with their audience and inspire brand loyalty

  • Coca-Cola has successfully built its brand through advertising
  • Iconic ads over the years have become synonymous with the brand
  • E.g. The "Share a Coke" campaign  encouraged people to buy Coca-Cola bottles with their friends' names on them and was a massive success

Sponsorship

  • Partnering with events, organisations, or individuals can help brands gain exposure and build their reputation by aligning themselves with positive associations or values

  • Nike has sponsored many high-profile athletes and sports events, such as the Olympics and the World Cup
  • The business has built a reputation for being a brand that champions excellence and inspires people to be their best

Social Media

  • With the right social media strategy, brands can build a loyal following and create a community around their brand

  • Glossier has a strong presence on platforms like Instagram and it engages with its audience and shares user-generated content
  • Glossier's social media strategy has helped the brand build a loyal following 


Emotional Branding

  • A strategy where companies build strong emotional connections with their customers by appealing to their values, beliefs, and emotions

  • Brands like Patagonia and TOMS have built their entire brand identities around their commitments to environmental and social causes, which resonates with customers who prioritise these values

Exam Tip

You could be asked to state an element of a business brand. Make sure you choose an element that is specific to the given business as state questions are testing application skills.

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    Lisa Eades

    Author: Lisa Eades

    Lisa has taught A Level, GCSE, BTEC and IBDP Business for over 20 years and is a senior Examiner for Edexcel. Lisa has been a successful Head of Department in Kent and has offered private Business tuition to students across the UK. Lisa loves to create imaginative and accessible resources which engage learners and build their passion for the subject.