English for Communication4

8/12/2019 English for Communication4

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English for communication

Lesson


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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


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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


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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


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Brand platform

Brand vision

Brand personality (human characteristics

associated with the brand)

Brand mission

Brand values

Brand tone of voice (language the brand uses)


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Brand management

Application of marketing techniques to abrand

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


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Brand strategy

Launch the brand

Establish the brand

Rebrand Stretch the brand (brand extension)

Market the brand

Brand positioning Enhance the brand


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Using brand leverage

Maintaining brand equity

Building brand preference Building brand loyalty

Building brand awareness

Building brand consideration


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Four Ps, Cs, As and Os

Ps Cs As Osproduct

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?

price

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


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Ps Cs As Osplace

Convenience

How convenient is it to

find the product?

Acessibility

Is the product easy to

access?

Organization

What distribution

methods will work best?promotion

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?


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AIDA

Steps a marketer takes to persuade customers

to buy a product

Attention

Interest

Desire

Action


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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)

English for Communication4

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