This document provides an overview of Unit 3 of the BTEC First Business course, which focuses on promoting brands. The unit will help students understand why businesses develop brands and the importance of the promotional mix. Students will examine how brand promotion differs by business size and type, and why some techniques are more appropriate than others. They will develop skills in creating brand ideas and evaluating promotional campaigns. The unit will be assessed through an assignment involving investigating brand promotion, a marketing mix, designing a brand, and planning a promotional campaign.

1. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
Unit 3
Promoting a Brand

2. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
Overview of Unit 3
On completion of this unit, you will understand:
 why businesses develop brands
 how the marketing mix applies to different companies
 the importance of the promotional mix to developing
a brand
 the relevance of target markets to brand
development
 how to plan a promotional campaign.

3. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
Overview of Unit 3
In this unit, you will examine:
 how brand promotion differs according to the size
and type of businesses
 why some promotional techniques are more
appropriate than others
 how a brand can have a personality.
BTEC Level 2 First Business
Unit 3: Promoting a Brand

4. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
Overview of Unit 3
In this unit, you will develop:
 creative ideas about the branding and promotion of a
local business
 evaluation skills from making judgements on the
quality of different promotional campaigns.

5. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
How will you do this?
You will:
 research local and national brands
 reflect on your experience as a consumer
 have the opportunity to interview local entrepreneurs.

6. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
How will you do this?
You will:
 create a marketing mix for a local company
 design an original brand
 produce examples of promotional material.

7. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
Assessment for Unit 3
One assignment to meet the assessment criteria:
 Investigate the brand promotion of two businesses.
 Investigate the marketing mix for a specific brand.
 Create a brand for a local business.
 Plan a promotional campaign for your brand.

8. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
Think about this …
Steve Jobs came up with the idea for the Apple brand while
working on a farm.
The name ‘Google’ was named as a play on the word ‘Googol’
which is the the number that is written as the number 1
followed by 100 zeros.
The Nike ‘Swoosh’ was created by a student – she was paid $35
for her work!

9. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
The term ‘brand’ comes from the world of farming – cattle
farmers used to use a red-hot iron to mark their cattle to
show who owned it.
Many well-known brands are linked to the names of the
original owners of a company, such as Marks and Spencer.
Brands show customers who produced a product.
Why might this be important?
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
Did you know?

10. BTEC First Business
Teaching and Assessment Pack
Unit 3: Promoting a Brand
The term ‘brand’ comes from the world of farming – cattle
farmers used to use a red-hot iron to mark their cattle to
show who owned it.
Many well-known brands are linked to the names of the
original owners of a company, such as Marks and Spencer.
Brands show customers who produced a product.
Why might this be important?
© Pearson Education Ltd 2013. Copying permitted for purchasing institution only.
Did you know?