Before people can buy your product, they need to know it exists. Coca-Cola spends millions on ads so that everyone knows their name. This is brand awareness – how many people know about your brand., How does a new construction company build brand awareness?, If you always buy the same brand of phone – for example, you always buy iPhone – you have customer loyalty. You trust the brand and you don't want to change., Are you loyal to any brand? Which one? Why?, When a brand talks to its customers and customers talk back – comments, likes, shares, questions – that's customer engagement. It's not just selling. It's building a relationship., How does your company engage with customers? On social media? By email?, What do people think about Apple? Expensive, cool, innovative. What do people think about McDonald's? Fast, cheap, not very healthy. That's brand image – the general opinion people have about a brand., What is the brand image of your construction company?, The Nike 'swoosh' – that simple line – is one of the most famous logos in the world. A logo is a recognisable design or sign on a product., What is the logo of our company? Do you like it?, In James Bond movies, he always drives an Aston Martin and drinks Heineken. The car and beer companies pay millions for this. That's product placement – advertising by putting a product in a film or TV show., Have you ever bought something because you saw it in a movie?, Have you ever taken a quiz on Instagram? Or clicked on an ad that showed you products you looked at before? That's interactive marketing – using internet history to target customers personally., Do you like it when ads are personalised? Or do you find it strange?, Bulgari started as a jewellery brand. Then they started making perfumes. Then they opened hotels. Moving into completely new products is called brand stretching. It can be successful, but it's risky., What brand has stretched too far? What happened?

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