Branding (SQA National 5 Business Management): Revision Note

Types of brands

• Branding is the process of creating a unique identity for a product or business so that it is easily recognised and remembered by customers

• A brand can include a name, logo, slogan, packaging style, colours, or even a particular reputation or feeling, associated with the product

Common approaches to branding

Methods of building a brand

• Businesses use different methods to create strong, recognisable brands that connect with customers and stand out from competitors

Unique selling points (USPs)

• A USP is a feature that makes a product or service stand out from its competitors

• Brands build their reputation by highlighting these distinct qualities in their marketing

  • E.g. Harris Tweed has built its brand around authenticity and craftsmanship

    • Every metre of fabric is hand-woven by islanders in the Outer Hebrides and stamped with the famous Orb mark

    • This legal protection and heritage give Harris Tweed a unique global identity based on quality and tradition

Advertising

• Advertising helps brands raise awareness, communicate a message and build emotional connections with customers

• A creative campaign can make a brand instantly recognisable and encourage customer loyalty

  • E.g. Tunnock’s, maker of Caramel Wafers and Tea Cakes, uses nostalgic and humorous advertising that celebrates its Scottish roots

  • Its red-and-gold packaging and cheeky slogans have become instantly recognisable symbols of Scottish culture

Sponsorship

• Sponsorship allows businesses to increase visibility and associate their brand with positive values such as community, education or achievement.

  • E.g. ScottishPower sponsors environmental initiatives, school science programmes and sporting events linked to sustainability

  • These partnerships reinforce its image as a company committed to renewable energy and community wellbeing

Social media

• With a well-planned social media strategy, brands can build online communities, share updates and respond quickly to customers

  • E.g. Glencoe Outdoor Adventures, an adventure-tour company based in the Highlands, uses Instagram and TikTok to share dramatic photos, customer stories and safety tips

  • Its interactive posts and behind-the-scenes videos attract outdoor enthusiasts and help the brand build a reputation for excitement and trustworthiness

Emotional branding

• Emotional branding builds strong personal connections by appealing to customers’ beliefs, values or lifestyles

  • E.g. The Scottish Seabird Centre in North Berwick promotes conservation, education, and family experiences

  • By focusing on Scotland’s wildlife and coastal environment, the organisation creates an emotional link with visitors who care about nature and sustainability

Evaluation of branding

• A strong brand is one that customers recognise instantly and associate with positive qualities such as quality, reliability or value

• Strong branding can give a business a major competitive advantage, but must be protected and managed carefully

Advantages and disadvantages of strong branding