Notes

Above the line promotion:
this is paid for communication in the independent media e.g.dvertising on tv or in the newspaper.
though it can be targeted, it can also be seen by anyone outside the target audience
The main aims of above the line promotion are to inform customers, raise awareness and build brand positioning. It is usually more costly

Below the Line Promotion
this concerns promotional activities where the business has direct control over the target audience or intended audience. there are many methods of below the line including sales promotion, direct marketing, personally selling and sponsorship.

BENEFITS OF BRANDING
adds a significant value , able to charge a higher price+demand is more price elastic, Builds customer loyalty and aspiration

Types of Branding
product brand, service brand, umbrealla ("family") branding, corporate & Own-label brands, Global brands

Product brands- Brands that are associated with specific products. Fast moving consumer goods are some of the best examples.

Service brands- brands that add percieved value to services, either delivered face to face or via online app

Umbrella ("family") branding- brands that are assigned to more than one product. Umbrella branding makes different product lines indentifiable by the consumer by grouping them under one brand name. eg: dairy milk.

corporate brands- refers to the practice of promoting the brand name or corporate entity, as supposed to specific products or services.