Unit 1: BRANDS

1. What is a brand?
a brand is defined as a "name, term, sign symbol (or a
combination of these) that identifies the maker or
seller of the product".-Philip Kotler -
A brand can speak volume about a product including:
identities, reputation, history,characteristics, images…

2. Why is a brand important?

Help products recognizable in the market
=>enhance business value.
3. Trademark vs brand
Brand : name/title (marketing)
Trademark: a brand that is registered with the
Trademark and Patent office =>legal protection (=
intellectual property) (law) => TM/SM (Service mark)
Not all brands are trademarks
But all trademarks are brands.
M&A: Mergers and Acquisitions
Tangible assets: equipment, offices,assembly line,labor,
land.
Intangible assets: brand

Diversify product line

Upmarket products (n) high-income people
Popular products (n) low-income people

Inexpensive = cheap/affordable/reasonably priced

Sophisticated (adj) intricate/delicately made

Do you prefer buying branded products? Why?

Listening 1.1

Speaker 1: like Speaker 2:dislike

Reasons Reasons
- reliable - not want to give free
- good design/high quality advertising for companies
- impress people - not want to impress
-show that they have style people
and good taste. - boring - wear the same
 things
- not want to pay inflated
prices for a name, or a
fancy logo/packaging
* BUY SHOES FOR HER
KIDDS: NIKE/ADIDAS/
REEBOK

BRAND LOYALTY:
Quality: core value,invest in technology (assembly
line,production line=>enhance productivity), labor,
Customer service/after-sales service: communicate with
customers; incentives: vouchers,coupons,gift
certificates,membership cards…,shipping….=>retain
customers
Pricing: (market penetration and market skimming)
Brand extension = brand stretching

Michele : beauty vlogger

EM :a flop
Viral marketing (n)
Product endorsement (n) = celebrity endorsement (n)
Two- edged sword (n)
KOL (n) key opinion leader
= celebrities, professionals, influencers (trendsetters)
Carry out market research => customer insight
(demographic info:age,gender,income level, marital
status, interests, needs, behaviors)

P&G vs Unilever
demographic info=>marker segment
Dairy products (n)
Fresh milk :market segment : children from 5 to 15
Niche market (n) children aged from 5 to 15, suffer mal-
nutrition.
Pursue (v) =>pursuer (n)
Restless (adj)

What is the brand image of Dior?

Skimming:read quickly =>the main point.
Scanning: read slowly => details/specific info.
Ready-to-wear (n) = off-the-peg
# Customized products (n)
Haute couture (n)customized clothes made by a luxury
brand (hand-made)
Luxury ready-to-wear + haute couture