Brands are created in the mind rather than in factories where products are made. The document discusses various well-known brands and their images/qualities such as Toyota (reliable), Google (fun), Disney (classic), and Ford (value for money). It also contains vocabulary related to brand management, questions about brand loyalty, a discussion on product endorsements, and how companies can build loyalty. Finally, it touches on building luxury brands using Dior as an example and its image of being luxury and exclusive.
Brands are created in the mind rather than in factories where products are made. The document discusses various well-known brands and their images/qualities such as Toyota (reliable), Google (fun), Disney (classic), and Ford (value for money). It also contains vocabulary related to brand management, questions about brand loyalty, a discussion on product endorsements, and how companies can build loyalty. Finally, it touches on building luxury brands using Dior as an example and its image of being luxury and exclusive.
Brands are created in the mind rather than in factories where products are made. The document discusses various well-known brands and their images/qualities such as Toyota (reliable), Google (fun), Disney (classic), and Ford (value for money). It also contains vocabulary related to brand management, questions about brand loyalty, a discussion on product endorsements, and how companies can build loyalty. Finally, it touches on building luxury brands using Dior as an example and its image of being luxury and exclusive.
Brands are created in the mind rather than in factories where products are made. The document discusses various well-known brands and their images/qualities such as Toyota (reliable), Google (fun), Disney (classic), and Ford (value for money). It also contains vocabulary related to brand management, questions about brand loyalty, a discussion on product endorsements, and how companies can build loyalty. Finally, it touches on building luxury brands using Dior as an example and its image of being luxury and exclusive.
brands are made in the mind. Starting up Your favourite brands - Ikea 1. Do you buy products of - Marlboro the following brands? - Chanel Why? / Why not? - Samsung - Coca-cola - McDonald’s - Toyota - IBM - Google - Microsoft - Disney - Ford Starting up Brand images and qualities - Cool 2. What images and qualities - Sophisticated does each brand have? - Well-made - Value for money - Reliable - Durable - Fashionable - Fun - Upmarket - Classic - Inexpensive - Stylish - Sexy - Timeless Starting up 1. How loyal are you to your favourite brands?
2. Why do people buy brands?
3. Why do you think some people dislike
brands? Vocabulary: Brand Management 1. Brand loyalty: the tendency to always buy a particular brand 2. Brand image: the ideas and beliefs people have about a brand 3. Brand stretching: using an existing name on another type of product 4. Brand awareness: how familiar people are with a brand 5. Brand name: the title given to a product by the company that makes it Vocabulary: Brand Management 1. Product launch: the introduction of a product to the market 2. Product lifecycle: the length of time people continue to buy a product 3. Product range: the set of products made by a company 4. Product placement: when products are used in films or TV programs 5. Product endorsement: the use of a well-known person to advertise products Vocabulary: Brand Management 1. Market leader: the best-selling product or brand in a market 2. Market research: information about what consumers want or need 3. Market share: the percentage of sales a company has 4. Market challenger: the second best-selling product or brand in a market 5. Market segment: customers of a similar age, income level or social group Discussion 1. What are the advantages and disadvantages for companies of product endorsements? 2. How can companies create brand loyalty? 3. Can you give examples of successful or unsuccessful brand stretching? 4. Think of a cheap or expensive idea for a product launch? 5. What other market segments can you identify? 6. What action can companies take if they start to lose market share? Listening: Liking or disliking brands - Pro-brand (in favour of - Free advertising brand) - Advertising hype (a lot) - Branded product - Genuine product - Guarantee - Illegal copy - Attract attention - Inflated price - Impress (increased) - Good taste - Fancy logo (impressive / expensive) - Packaging - Value for money Listening: Successful brands Qualities of a good brand - Have high level of awareness (known, recognized): physical product, visual identity, design manifestation (sign of existence / appearance) => give a product an identity - Communicate appealing and persuasive ideas and perceptions, enable target audience to know whether or not the brand is for them Listening: Successful brands Main functions of a brand - Enable people to choose the right product for them or decide which product is better (among many similar ones) Reading: Building luxury brands 1. Brand image of Dior - Luxury, exclusive, sophisticated
2. Main point of the article: Restless pursuer of
luxury’s future - Investing in market that may take some time to grow Language review: Pre Sim & Pre Cont 1. Use
2. Forms
3. Time expressions Language review: Pre Sim & Pre Cont 1. Use - Pre. Sim: Factual information, routine activities, habits - Pre. Cont: ongoing situations and projects, temporary situations 2. Forms
