English for communication

Lesson
Branding

Need to differentiate from competitors
Consumers must recognize brand values
Brand name is name given to a product or
range of products
Trademark is the legal protection of the brand,
its logo and brand name
Brand manager works on:
Brand image How consumers see the brand

Brand essence Core concept tha defines the brand
(usually a word or phrase)

Brand promise Promise company makes to target
audiences

Brand vision Where the brand is and where it can go
Types of brand
Premium brand Brand more expensive than competitors
Economy brand Brand cheaper than competitors
Own brand brand made exclusively for the retailer
that sells it
Brand leader Best-selling brand
No brand Product with no brand associated to it
(also called generic brand)
Flagship brand The brand for which the company is best
known
Co-branding Two brand working together to create a
new product
Brand platform
Brand vision
Brand personality (human characteristics
associated with the brand)
Brand mission
Brand values
Brand tone of voice (language the brand uses)
Brand management
Application of marketing techniques to a
brand
Brand strategy shows how brand will meet its
goals
Influences business strategy
Ensures consistent brand behaviour and brand
experience
Total branding refers to this consistency across
all possible touchpoints

Brand strategy
Launch the brand
Establish the brand
Rebrand
Stretch the brand (brand extension)
Market the brand
Brand positioning
Enhance the brand

Using brand leverage
Maintaining brand equity
Building brand preference
Building brand loyalty
Building brand awareness
Building brand consideration
Four Ps, Cs, As and Os
Ps Cs As Os
p
r
o
d
u
c
t

P
r
o
d
u
c
t

Customer needs

What does the
customer need to solve
a problem?
Acceptability

How acceptable is the
product?
Is it fashionale?
Attractive?
Is it legally acceptable?
Objects

How is it manufactured?
Is it high quality or bottom
end?

p
r
i
c
e

Cost to user

Does the customer
perceive cost as fair?
Affordability

Does the customer
have enough money to
buy the product?
Objectives

Revenue objectives

Price objectives
Ps Cs As Os
p
l
a
c
e

Convenience

How convenient is it to
find the product?
Acessibility

Is the product easy to
access?
Organization

What distribution
methods will work best?
p
r
o
m
o
t
i
o
n

Communication

How should you
communicate with
your clients?
Awareness

How many people are
aware of the
product?
Operations

Which promotional
operations will work best
for the product?
AIDA
Steps a marketer takes to persuade customers
to buy a product
Attention
Interest
Desire
Action

More Ps
Today some marketers talk about additional Ps
to the 4 Ps of the marketing mix (product,
price, place, promotion)
People (staff)
Physical presence (how shop or site looks)
Process (how product/service is sold, delivered)
Physical evidence (how service becomes tangible)