What is branding?
Branding is the process involved in creating a distinctive look for a product or company to create desire and trust from the customers for the product or company. A way a company can use branding is by having a unique logo or motto because it’s a way for the public to recognise the brand. The name of the company is another method of branding, because if your company has a name that stands out from others it will catch people’s attention, and people will be familiar with what you’re talking about and who they are purchasing from.
There are 3 different types of branding: Product branding, service branding and corporate branding. Product branding is a specific product for example Nike Air by Nike. It’s a unique part of branding because it’s a small part of the main brand. Service Branding is a specific service by a brand for example iTunes by Apple as that is just a music downloading service, while Apple is a multi product company.
Corporate branding is a larger part of branding because it’s a brand that applies to a variety of products within one company, for example Malteasers are a part of the Mars Inc. corporate brand.
Branding in Action: Innocent Smoothies and Children In Need
This company was founded in 1998. They started with smoothies and from there expanded into food, juice and children’s smoothies. They concentrated on a health focus of their products contained 2 of your 5 a day. Innocent have about 78% market share. Innocent smoothies use an angel with a halo with no mouth as their logo; they use this as their logo to persuade customers that their products are ‘innocent’ like angels and that they are good for you and your body. This logo is a significant part of the Innocent brand because they use a distinguishable logo; no other well known brand uses a smiley without a mouth and a halo. Innocent is also uniquely recognisable because its marketing is that it’s healthy and good for you, this health aspect is a major part of Innocent’s branding. Innocent add value to their products by saying how healthy they are and how good they are for you. They only use recyclable packaging when they first formed their recycling efforts stood at 70% they are now at 100% which is a huge achievement. The company use lots of different combinations of flavours, some you would not think of putting together. All their products are natural, no added flavours. They do their best to promote their brands by making a big thing out of being good for your body.
Parents are more likely to buy as there are no additives. They boost their image as more people buy the products as lots of people are health conscious now. They also do various promotions like a woolly hat campaign to raise money for charity. They changed the name of their product to make it more successful, their previous name was Naked. That would have needed a completely different promotion as they want to be associated with good. These businesses need to promote themselves for people to see them and to recognise them for doing something differentiating them from competitors. Innocent smoothies promote themselves by doing unique things that other brands don’t, for example they notified customers how much the bottle had been recycled and they eventually had a 100% recycled bottle
Children in Need are a charity in the UK that was founded in 1980. As a charity they have raised over £600 million and they help to change the lives of disabled, vulnerable and young people of the UK. Children in Need raise money doing baking activities, fancy dress events and they encourage the public to do sponsored challenges and they have a big Children in Need television show. The Children in Need brand is best known for Pudsey the bear and its big telethon around November. Pudsey is highly recognisable in the brand because he has a unique eye patch that makes him stand out from any other mascot bear. Pudsey is also another way for Children in Need to attract children because he is a character as well as a mascot. The Children in Need brand is well known for its telethon in BBC, people recognise the telethon because it’s on a Friday night on a channel that is advert free so people are more likely to tune in. The telethon is well known for its challenges and celebrity endorsement and they also will have a combination of two well know shows for example Eastenders and ITV’s Coronation Street called ‘East Street’. Children in Need add value to their product by having unique merchandise; the products are unique because of Pudsey as he himself is a unique mascot. They add value to the customer because they emphasise the fact that all the money they make will go to a good cause which makes people sympathetic, and even people who are not concerned about the children will donate because the products they provide are ‘fashionable’.
Children in Need’s brand personality is that they help children and therefore that they’re caring and considerate. They are a fun charity and do a lot of fundraising events and activities, which is attractive to children and parents. Their ethical image is a large benefit to their company because people will recognise that what they do will help unfortunate children, and that will increase their customer preference for donating to their charity. This will enable them to raise more money therefore they will be able to do more fundraising and provide more entertainment. Them being seen as a fun charity will help them because the public can be encouraged to get involved in their work as it is enjoyable as well as helping at the same time. If the branding for Children in Need was not successful, and did not make them appear to be caring and considerate, then people wouldn’t donate and they would boycott from donating and participating from their fundraising . If they weren’t a fun charity then people wouldn’t be as interested in donating to their charity and they wouldn’t be as well known as they are now.
They need to promote themselves so they can raise awareness of their various charities, for example in Southend they help the following charities: Southend Association of Voluntary Services, Southend Mencap and Southend Mind. Children in Need differentiate themselves by the way they promote their company, for example they have popular celebrity endorsement in their adverts. They need to differentiate themselves from other charities so that they can stand out so they can get more donations. The Children in Need charity promote their service by having famous and popular comedians in their shows and they have well known children entertainers. Another way they use promotion is by the way they have the show on BBC One where there are no TV adverts, so no adverts for competitor charities. They also promote themselves by having well known supermarkets selling their product and supporting them, for example Asda. They also use paper promotion, for example leaflets and flyers and billboards. The most popular way they are recognised is by advertising using their mascot Pudsey.
Innocent is environmentally friendly , recycle , sustainable ingredient sources, super market promo , festival , tv , humor Children in need : helping , money 4 good , super market promotion , tv , humor
Marketing mix a key tool in marketing. The marketing mix is usually vital when deciding a products marketing and include the following P’s : Pricing , Promotion, Place and Product. I will be talking about the Innocent Fruit Tubes and how the marketing mix is used in branding. Fruit tubes are a yoghurt mad by Innocent and they are made from 100% fruit and they have 2 different combination flavours: Strawberry mixed with raspberry and mango and pineapple. The company are proud to say that this product has no artificial sweeteners or any added sugar and lumpy bits. This product has and overall rating of 4.5/5 and a majority of 5/5 ratings. The packaging is designed for kids, you can tell this by the way it is very colourful and the fruit logos on each tube has a character name and an interesting fact. The size of the packaging is small and easy for customer and children to manage. The Innocent Fruit Tubes are roughly priced at around £1.99 for a average packet of 6 tubes.
The yoghurts are priced at roughly £0.33 per yoghurt which is a reasonable cost and affordable for many people Innocent promote their fruit tubes by having promotional offers such as 12 tubes for just £3.00 and they use TV, magazine, billboards and posters to promote their Fruit Tubes. They will have a sales team who will go and pitch their product to popular supermarkets and confectionary retailers. The most well known promotional campaign they used was The Big Knit which was when they appealed for members of the public to knit mini woolly hats for their innocent products to help raise money for the elderly and to keep people warm during the winter. Innocents Fruit tubes are on sale in multiple different places for example super market stores or online super markets and shops, cafe’s and sandwich bars. The product is distributed all over the UK as well as many places in Europe such as: Belgium, Denmark, Germany. France and many other countries in Europe and in the Maldives .