Professional Studies for Screen-Based Media
Foundation Degree South West



This section provides an overview of branding, an idea that seems to have ‘come of age’ in marketing circles. It’s a term that’s now very regularly used (sometimes misused). Some claim it is what marketing is really all about, creating a strong brand. After completing this section you should be able to:

1. offer at least three distinctive definitions of what a brand is;
2. list at least five of the major components making up the brand;
3. understand the main branding strategies available to organisations;
4. plot a brand-positioning map for a leisure market you are familiar with.

Many people now argue that the purpose of all other elements of marketing is to help create and maintain valued brands. If this is true, it means branding is now fundamental to marketing practice.

Jon Weaver, Marketing Manager, Bournemouth Borough Council