Syllabus: Pearson - A Level Business
Module: 1.3 Marketing mix and strategy
Lesson: 1.3.2 Branding and Promotion

Introduction

This article supports delivery of Pearson Edexcel A Level Business, Theme 1: Marketing and people, specifically section 1.3.2: Branding and Promotion. Aligned directly with the official specification, it’s built to help teachers deliver engaging, assessment-ready lessons that also bridge real-world practice. It addresses a common challenge in post-16 classrooms: connecting abstract business theory with student-relevant applications.

Whether you’re a teacher looking for plug-and-play insights or a senior leader focused on curriculum quality and outcomes, this guide is structured to be useful straight away in planning, delivery, and exam preparation.

Key Concepts

Under 1.3.2, students must understand:

• The purpose of branding: including differentiation, added value, and the ability to charge premium prices.

• Types of promotion: such as above-the-line (TV, radio, print advertising) and below-the-line methods (sales promotions, sponsorship, direct marketing, public relations).

• The importance of promotion to firms: to communicate brand identity, attract and retain customers, and remain competitive.

• Changes in promotion: especially digital marketing trends like influencer collaborations, targeted social media advertising, and the use of big data for segmentation.

• How branding and promotion relate to other elements of the marketing mix: especially product positioning, pricing strategy, and distribution channels.

These elements tie into broader themes like competition, consumer behaviour, and marketing strategy.

Real-World Relevance

Branding and promotion aren’t just textbook concepts. In the last year alone:

• Greggs x Primark collaboration: A co-branded campaign that blurred the lines between food and fashion, driving social media buzz and footfall for both brands.

• Duolingo’s TikTok strategy: A standout example of below-the-line promotion, using humour and brand personality to build emotional connection and user retention.

• Apple’s environmental branding: Shifting promotional messaging towards sustainability (e.g. “carbon neutral by 2030”) to align with changing consumer values.

Encouraging students to spot these examples in their everyday media use makes lessons feel more relevant — and builds their ability to apply theory to case studies.

How It’s Assessed

In the Pearson A Level Business assessment model, students encounter:

• Short-answer and extended response questions focusing on application and analysis of promotional strategy.

• Data response case studies, where students must interpret business context, identify branding decisions, and justify promotional choices.

• Command words to be familiar with:

  • Analyse: Explore reasons or implications (e.g. “Analyse the benefits of consistent branding”).

  • Evaluate: Weigh arguments and reach a justified conclusion (e.g. “Evaluate the use of social media as a promotional tool for a startup”).

  • Justify: Support an option with reasoned argument and evidence.

Students are expected to link promotional activities to business objectives and marketing strategy, not just describe methods in isolation.

Enterprise Skills Integration

This topic offers rich scope for developing real-world enterprise skills:

• Decision-making: Students must consider trade-offs between promotional methods based on budget, market, and objectives.

• Critical thinking: Assessing the risks of brand dilution or ineffective campaigns.

• Commercial awareness: Understanding how branding supports long-term customer loyalty and business growth.

• Creativity: Crafting promotional strategies in response to changing market conditions.

Using Enterprise Skills’ Business Simulations can give students practical, low-risk experience making promotional decisions as part of wider business planning.

Careers Links

This topic directly supports Gatsby Benchmarks 4 (linking curriculum to careers) and 5 (encounters with employers):

• Marketing roles: brand manager, digital marketing executive, PR officer.

• Creative industries: advertising, content creation, market research.

• Entrepreneurship: branding is critical to any startup’s success.

Consider inviting local marketing professionals for a Q&A, or setting a project where students pitch a branding strategy to a “boardroom” panel.

Teaching Notes

Tips for delivery:

• Use current campaigns as discussion starters — students often engage well when they recognise brands.

• Introduce the idea of brand archetypes or personalities to deepen understanding of positioning.

• Create group tasks where students compare two promotional strategies and justify which is more effective.

Common pitfalls:

• Students often list promotional methods without evaluating them in context.

• Brand and promotion can be confused with product — be clear on distinctions and overlaps.

Extension ideas:

• Use the Business Simulations to test promotional decision-making in practice.

• Have students track a brand over a month and document all touchpoints (ads, emails, social media) — a simple but powerful activity to bring theory to life.