Reference page 33 ASOS exists!!!

http://www.asos.com/default.aspx?r=2

Building a Brand - Apprentice Style

The lastest episode of Apprentice has the gang trying to build a brand.

watch it on BBC iplayer @
http://www.bbc.co.uk/iplayer/episode/b00vdc37/The_Apprentice_Series_6_Beach_Accessory/

Y10 Questions
1. What is a brand? (2)
2. What is the purpose of a brand? (4)
3. Use example to show how a firm creates a brand? (6)

Y11 Questions

1. What is price sensitivity? (2)
2. What is the effect of branding on price sensitivity, explain your answer?(4)
3. Using examples, explain how branding links to a firm's competitive advantage. (6)

Competitive Advantage
- what is it?
http://y10cheeseylesson.blogspot.com/http://y10cheeseylesson.blogspot.com/

- can we provide examples of it in action?

http://www.youtube.com/watch?v=anwlpTgbQTE - N
v http://www.bing.com/videos/search?q=mitre+sports+advert&sk=&docid=275174916872&mid=4603E7F819FA7A4332464603E7F819FA7A433246&FORM=LKVR3#

- So how do firms you know create it?

Think of a brand you know and love.

Competitive advantage comes from a combination of:

- Market reseach
- Cost Control
- Creativity
- Leadership

Identify (on paper) up to 4 factors that apply to your business, and how the competitive advantage works

Review to class

For your business demonstrate how your firm competes in its market?

Extension Activity

Extension Activity - for those who are realy good- can we model it?

Based on the new school food service - the Atrium - how would you create a Comparative advantage?

Review.....

Competitive Advantage

http://www.youtube.com/watch?v=mP_dTq0pAG0&feature=related

Mary queen of shops - http://www.bbc.co.uk/programmes/p008pv8j

http://www.bnet.com/videos/facebooks-competitive-advantage/440340

http://www.youtube.com/watch?v=OKCzYZnkYIU&feature=related

Reputation : http://www.youtube.com/watch?v=uqfxmWbelcQ&p=6BCB2C3C10C21138&playnext=1&index=17

Mr Plow http://www.youtube.com/watch?v=cUMFfm2NkrU&feature=related

http://www.youtube.com/watch?v=fojWsv3AzmA&feature=related

http://www.theflowershoplindley.co.uk/index.html

This shops has meet the needs of its customers and in 9 years has become very focused on chttp://www.theflowershop

9. Gaining Competitive Advantage

Competitive advantage is that factor that helps a business become successful - it can be the USP, it certainly is the way that it uses market research about what its customers need to give it the EDGE when competing for customers!

In this video Innocent tell it how it is:

http://www.youtube.com/watch?v=Kta2upHMMtk&feature=related

Examples

The edge, APPLE style: http://news.bbc.co.uk/1/hi/technology/8483654.stm
The edge, HOWIE style: http://www.howies.co.uk/
The edge, NIKE style: http://www.youtube.com/watch?v=anwlpTgbQTE
The edge FAT FACE style http://www.liveleak.com/view?i=176_1247668668

Finally a PPT presentation on TESCO http://www.authorstream.com/Presentation/Ethan-57182-2-Competitive-Advantage-Think-Retailer-demographicsACNielsen-Homescan-No-1-Retailingfrom-East-End-TokyoviaDub-a-Travel-Places-Nature-ppt-powerpoint/

Corporate Social Responsibility

Artisle: http://www.guardian.co.uk/environment/corporatesocialresponsibility

Video:

1. http://www.guardian.co.uk/media/video/2008/jul/04/advertising.formulaone
2. http://www.guardian.co.uk/media/video/2009/dec/31/rabbit-ad-innocent-smoothies
3. http://www.youtube.com/watch?v=PeORynrUakk&feature=related - Richard Reed