Main Topics of Study:
- The theory and development of branding: how brands differ from products
- Building the retail brand: methods, investments and the bottom line
- Product as brand and retail company as brand
- Branding and the long-term: developing the loyal customer
- Branding and the emotional connection with customers
- Branding and product positioning: the marketing connection
- Case studies: lessons to be learned from successful retail brands and the also-rans
Example Candidate Response Booklet
Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).
