Define the term 'branding'.

Mark scheme

Marking points from the official mark scheme (Oct/Nov 2020). The mark or mark type is shown in brackets.

1. [1] (a) a marketing practice / value adding process
2. [1] (a) that creates a name, symbol, image, trademark or description
3. [1] (a) that distinguishes or differentiates products/services
4. [1] (a) creating an identifiable image, design or expectation
5. [1] (a) the identity, personality or status of a product
6. [1] (a) that customers relate to
7. [1] (a) creating a name for a family of products
8. [1] (a) creates customer awareness
9. [1] (a) credit example e.g. KFC
10. [2] (a) Sound definition: 2 of the factors listed above
11. [1] (a) Partial definition: 1 of the factors listed above
12. [X] (b) A focus on a differentiated feature of a product such as 'quality' could build loyalty and build reputation.
13. [X] (b) Gains competitive advantage through a USP.
14. [X] (b) Attracts more customers to the product.
15. [X] (b) Saves on advertising costs (a form of indirect advertising).
16. [X] (b) The promotion of brand characteristics such as 'high cost, high quality' presents a promise and an expectation to customers which, if kept, will strengthen the position and reputation of the product in the eyes of the customer.
17. [X] (b) Branding will convey to the customer that value has been added to products and services in a distinctive way and so the reputation of the business is enhanced.
18. [X] (b) Branding will underpin and support all other marketing activities.
19. [X] (b) Will support the application of a premium price for a product.
20. [X] (b) Reduces competition in the market / gives competitive advantage.
21. [X] (b) Accept any other valid response.
22. [3] (b) Sound explanation of two ways branding may help a business.
23. [2] (b) Sound explanation of one way or partial explanation of two ways branding may help a business.
24. [1] (b) Limited explanation of one way or a list of two ways branding may help a business.