U1 HANDOUT HP3 LECTURER: NG THAO TRANG

UNIT 1: BRANDS (HP3)

VOCABULARY: BRAND MANAGEMENT

A. Starting up
value for money

Durable: bền
Able to last and be used for a long time without becoming

Upmarket : thi
truong cao cap Up market goods and products are of very high quality and
intended to be bought by people who are quite rich

Inexpensive: ko
dat Not costing a lot of money

Sexy : quyen ru

Timeless: ko thay
doi theo thoi gian Something that is timeless does not change as the years so past

cool

sophisticated
sanh dieu Having a good understanding of the way people behave and/ or
a good know

well-made
lam tot Strongly and skilfully construsted

Reliable: dang tin

cay Something that an be trusted or belived in the way you expect

fun

Classic: co dien
Having a simple, traditional style that is always fashionable

stylish
phong cach Having a special quality that makes a person or thing seem
different

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B. Vocabulary
brand loyalty
trung thành với The tendency to always buy a particular
thương hiệu
brand image The ideas and beliefs people have about a brand

brand stretching
sự kéo giãn Using an existing name on another type of product
thương hiệu
brand awareness How familiar people are with a brand
sự nhận diện
thương hiệu
brand name The title given to a product by the company that makes it

product launch
ra mắt sản phẩm The introduction of a product to the market

product lifecycle
vòng đời sản The length of time people continue to buy a product
phẩm
product range
The set of products made by a company

product
placement: sự sắp When products are used in film or TV programmers
đặt
product
endorsement:
dùng độ nổi tiếng
để giớii thiệu sản
phẩm
market leader
Sản phẩm hoạc thương hiệu Bán chạy nhất

market research
nghiên cứu thị Thông tin vềnhững giwf người tiêu dùng muốn hoạc cần
trường
market share
Phần trăm doanh sốbán hàng cỉa một công ty

market
challenger Sản phẩm hoạc thương hiệu Bán chạy thứ hai

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market segment Khách hàng ở độ tuồi, mức thu nhập hoặc nhóm xã hội tương ứng
phân khúc thị
trường

LISTENING: SUCCESSFUL BRANDS

A. CD1.2
Traction: lực kéo,
sức hút CD 1. Track 2 (I = INTERVIEWER, CC = CHRIS
CLEAVER)
Visual: thấy bằng
mắt recognition physical product
important qualities
Manifestation:
hình thức của sp target audience design manifestation
appealing
target customer:
mục tiêu khách perceptions real traction visual
hàng identity

Appealing: thu persuasive ideas awareness target

hút, thú vị customer

Persuasive: tính I: What are the qualities of a really good brand?

thuyết phục
CC: Strong brands - really, you know, brands that you would say
Perception: have, er, a (1) __________ in the marketplace, um, will have a
number of (2) ___________. Obviously, the first is, they will
Attract: thu hút sự have high levels of (3) ________, so people will know about
chú ý them and recognise them when they see them, and that might be
the (4) _________, or it might be the (5) ____________, the
(6) _______________. Um, but obviously (7) ________ is
not enough. What needs to happen also is that people, you know, the (8) __________
or consumer, needs to know a lot about that brand, so a strong brand will also
immediately communicate a set of (9) _________ and (10) ____________, er, and
(11) _________, that enable the end user, er, you know, the (12) ___________, to
know whether or not this is a brand for them, um, or whether it's a brand that they,
perhaps, arc not attracted to.

B. CD1.3

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U1 HANDOUT HP3 LECTURER: NG THAO TRANG

convey

instantly

sector

raft

appeal

function

horrify

CD 1. TRACK 3 (CC = CHRIS CLEAVER)

horrified awareness raft of important information

conveying information function

actual difference perception connects

CC: Brands are really useful ways of firstly (1) conveying all that information instantly,
so – think of any brand you like, any brand that you can imagine, say BMW or British
Airways or in any sector, and immediately your head is filled with, er, a (2) raft of

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important information about what the brand does, but as much as that, what it's like
and how it appeals to you and (3) connects with you. And so its (4) function, therefore,
is to enable you to choose one thing from another - often in markets where there is very
little (5) actual difference between, you know, the product. So a BMW - I'm sure BMW
would probably be (6) horrified for me to say this - but, you know, a BMW is a car like
an Audi is a car like a Mercedes is a car - they've all got four wheels and an engine and,
you know, air conditioning and all that type of thing, but the way people feel about
them, because of the (7) information and (8) awareness and (9) perception that they
have, enables them to decide whether or not one is better for them or right for them or
says the right things about them than another.

C. CD1.4
well-known
đượcnhiềungười CD 1. TRACK 4 (I = INTERVIEWER, CC = CHRIS CLEAVER)
biết đến
manufacturer master brand manufacturer
nhà chếtạo sharpen
Invent:
phát minh technological brand fresh
equal competitors
cân bằng
expand important ways equals
mở rộng technology leader
technically
vềmặt kỹ thuật expanded hugely element of choice
master emerging customer

multimedia well-known multimedia

đa phương tiện
satisfy I: Can you give us an example of a brand you have helped?
làm hài lòng
CC: One I can think of is Nokia. Nokia is, you know, a (1) well-
emerging
mới nổi known brand, um, it's by far the biggest mobile phone (2)
manufacturer - I think it has about a third of the market, so it's way
bigger than anybody else. It's also been, urn, in the market - it was,
kind of invented the market in a way, so for many people, particularly people of my
generation, Nokia (3) equals mobile phones. We've helped them in a couple of (4)
important ways .Firstly, um, in a market that's changed and a brand that's (5) expanded
hugely in terms of what it offers, we helped them with, er, the question of what is it that
Nokia is about, and how does it relate to its customers, its broad range of customers, in
ways in which its (6) competitors don't. So, to give it that, um, (7) element of choice,
you know, so why I should choose a Nokia over a Motorola, um, addition to what it looks
like and what it docs. So, what the brand is about - um, so that on what you might call
technically the (8) master brand .
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And we've also helped them with, um, developing certain parts of their offer in order to,
um, react to the market and also to keep the (9) brand fresh . So we worked with Nokia
on their N series, which is one of their more (10) technological phones, (11)
multimedia phones – although they don't like to call them phones anymore because they
do so much more - um, in order to satisfy, er, the needs that that (12) emerging
customer group has, primarily younger consumers who want to be able to do all sorts of
things with their phones - or devices. Um, but also, in order to (13) sharpen Nokia's
brand image as a (14) technology leader, it was important that it had products in, in
those areas.

READING: BUILDING LUXURY BRANDS

restless

pursuer

executive

shareholder

exclusive

prime

territory

couture

bankruptcy

anticipate