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WHAT IS THE DIFFERENCE BETWEEN A PRODUCT AND A BRAND? PRODUCT - anything capable of satisfying a want or a need BRAND - a product that is distinguished from those of competitors by a name, sign, symbol, design, etc.
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BRANDS UNIT 08 WHAT IS THE DIFFERENCE BETWEEN A PRODUCT AND A
BRAND?
PRODUCT - anything capable of satisfying a want or a need BRAND - a
product that is distinguished from those of competitors by a name,
sign, symbol, design, etc. PRODUCTS OR BRANDS? HOW MANY DO YOU
RECOGNIZE? HOW ABOUT THIS ICONIC BRITISH BRAND? HOW MANY WORD
PARTNERSHIPS CAN YOU MAKE?
__________ __________ __________ BRAND __________ MANAGER
PREFERENCE LOYALTY IMAGE CLASSIC LUXURY GLOBAL ESTABLISHED STAID
EXTENSION OVEREXPOSURE SWITCHERSTRETCHINGAWARENESS WHICH WORD FROM
THE PREVIOUS LIST IS ILLUSTRATED BY THESE PICTURES?
ZARA HOME ZARA FALL 2009 COLLECTION ZARA PERFUMES ZARA ACCESSORIES
HOW DO YOU COMMENT ON THIS QUOTE?
The most distinctive skill of professional marketers is their
ability to create, maintain, protect and enhance brands. P. Kotler,
American marketing guru DID YOU KNOW? Despite the current economic
climate, the value of the top 100 brands has increased 2% since
last year, to $2 trillion -a marginal increase of 1.7 percent.
WHICH ARE THE TOP TEN BRANDS AT THE MOMENT
WHICH ARE THE TOP TEN BRANDS AT THE MOMENT? COMPARE THE CURRENT
LIST TO THE 2014 RANKINGS. Interbrand, 2015 WHICH OF THE FOLLOWING
CAN BE CONSIDERED AS CROATIAN BRANDS? HOW ABOUT THIS ONE? List some
of your favourite brands. Then answer these questions.
1 Are they international or national brands? 2 What image and
qualities does each one have? 3 How loyal are you to the brands
that you have chosen? 4 Are there any products for which you have
no brand preference or loyalty, but are a brand-switcher? 5 Can you
think of any products for which the name of the brand is totally
unimportant, so that you do not even notice it? 5 If you dont buy
branded goods, explain why. 6 What are the advantages of branded
goods for: a) the manufacturer?b) the consumer? WHAT IS BRANDING
AND WHY DO WE NEED BRANDS?
Complete the text with the following words: MONEY NAME
DIFFERENTIATE SYNERGY QUALITY COMPETITORSVALUE A brand can be a
____________, a term or a symbol. It is used to ____________ a
product from ____________ products. The brands guarantee a certain
____________ level of quality. Brands should add ____________ to
products. Its a ____________ effect whereby one plus one equals
three. But customers must believe they get extra value for
____________. LISTENING, p 68 HOW CAN A BRAND LOSE ITS IMAGE?
c___________ products weakening exclusivity image giving
l____________ to too many retailers choosing the wrong people to
e___________ the product s___________ the brand name on too many
and too diverse products poor p____________ policy, making brands
too cheap other reasons? WHAT ABOUT THIS BRAND? LISTENING, p 68 HOW
CAN A BRAND LOSE ITS IMAGE?
counterfeit products weakening exclusivity image giving licences to
too many retailers choosing the wrong people to endorse the product
stamping the brand name on too many and too diverse products poor
pricing policy, making brands too cheap other reasons? WHAT ABOUT
THIS BRAND? READING THE LUXURY BUSINESS, pp. 68 & 69
TASK 1 Gapped text Read the sentences taken from the text. Then
read the text and complete it with the sentences. TASK 2 Put the
events in the correct order. TASK 3 Answer the questions. How did
Guccis founder establish a reputation for quality? Why did the
brands image need renewing? How was this achieved? TASK 4 Which of
the problems in Listening 1 has Gucci experienced? What ideas do
the following sentences from the text convey?
The name Gucci conjures up an image of exclusivity and prestige,...
...a multi-brand conglomerate, with a collection of high-fashion
brands under its finely crafted umbrella. ...during this period of
disagreement over distribution the brand went from headlines to
sidelines,... It was his elegant vision that placed this once staid
brand back on the backs of the wealthy. ...Ford has accumulated a
great number of accolades on his way to the top. Strong leadership
and an image revamp literally breathed back life into the Gucci
brand. ...the rocky economic climate of the past few years has made
for a really bumpy ride for the luxury goods market. HOW MANY
COLLOCATIONS DO YOU REMEMBER?
leading p _________ e_________ the product poor p _________ policy
e _________ collectors e _________ items g _________ millions in
revenue c _________ director l _________ a campaign multi-brand c
_________ build a r _________ s _________ symbols i _________
status g _________ locations product d _________ select j _________
c _________ image leading v _________ m _________ strategy c
_________ product e _________ the network image r _________ r
_________ economic climate HOW MANY COLLOCATIONS DO YOU
REMEMBER?
leading purveyor endorse the product poor pricing policy
enthusiastic collectors exclusive items generate millions in
revenue creative director launch a campaign multi-brand
conglomerate build a reputation status symbols iconic status
glamorous locations product demonstration select judiciously
corporate image leading visionary marketing strategy core product
expand the network image revamp rocky economic climate ADJECTIVES
OR ADVERBS? The Guccis took note...and expanded aggressively... Tom
Ford was responsible for the design of all product lines.... He has
received as many prestigious accolades as Ford... ...one of the
stocks with the greatest upside potential... De sole brought the
much needed attention back... ...under its finely crafted
umbrella... ...in directly operated stores around the world...
...an image revamp literally breathed life back... ...giving it
plenty of room for further development. ADJECTIVES OR ADVERBS?
before and after verbs
in comparatives and superlatives before adjectives and other
adverbs (as intensifiers) after stative verbs such as be, become,
seem, appear, look, feel, remain before nouns before past
participle adjectives to show how something is done DONT FORGET...
-ING ADJECTIVES (challenging) describe what things are like and the
effect they have on people -ED ADJECTIVES (challenged) describe how
we feel some adverbs have irregular forms: well, hard, fast, early,
late Adverbs cannot be formed from adjectives ending in ly, e.g.
friendly, lively, silly, lovely. A phrase such as in a ... way is
used instead (in a friendly way) CULTURE PROFILE INTERPERSONAL
RELATIONSHIPS
It is important to have close i___________ relationships with
co-workers. Formal relationships are p__________. Colleagues are
encouraged to s___________ together, and all levels of the
hierarchy can mix in a social e__________ outside office hours.
There is never a h___________ mix at social events. CULTURE PROFILE
INTERPERSONAL RELATIONSHIPS
It is important to have close interpersonal relationships with
co-workers. Formal relationships are preferred. Colleagues are
encouraged to socialise together, and all levels of the hierarchy
can mix in a social environment outside office hours. There is
never a hierarchical mix at social events. DEALING WITH PEOPLE AT
WORK EFFECTIVELY
Ideal situation: co-workers are professional, positive and
efficient. Common situation: developing strategies for dealing with
difficult situations and difficult personalities, which requires
intelligence, tact and professionalism. To develop good
interpersonal skills and avoid problems, co-workers should always:
try to anticipate potential conflicts find common goals be as
positive as possible Spot the mistake, and then decide which
phrases you would use in situations 1-3.
Before we start, I think you might know... This is good it just
needs a bit minor changes. Lets work on this all together. I wanted
to tell to you before anyone else does were planning to... I like
this idea, but its not that we need right now. Were all ultimately
heading towards the same thing. I like his idea, but should it
work? WHAT ARE THE RESPONSIBILITIES OF A CHAIRPERSON?
keep to the scheduled... keep to... avoid... encourage participants
to... keep difficult participants... avoid the meeting...
clarify... summarise... achieve... ensure a desired... ...the
agenda. ...overruning. ...unclear issues. ...the main points.
...digressions. ...consensus. ...outcome is achieved. ...time.
...under control. ...contribute to the discussion and put forward
their views. CULTURE PROFILE THE FUNCTION OF A CHAIRPERSON
CONSENSUS-ORIENTED RESULTS-ORIENTED In difficult situations, the
chairperson may focus on c___________ and mediation. In difficult
situations, the chairperson may a___________ to control the meeting
and use formal rules to keep o____________. The chairperson may
define their role as that of helping to achieve a____________ and
consensus. The chairperson may define their role as that of helping
to achieve o___________ or decide on a series of action
p____________. CULTURE PROFILE THE FUNCTION OF A CHAIRPERSON
CONSENSUS-ORIENTED RESULTS-ORIENTED In difficult situations, the
chairperson may focus on compromise and mediation. In difficult
situations, the chairperson may attempt to control the meeting and
use formal rules to keep order. The chairperson may define their
role as that of helping to achieve agreement and consensus. The
chairperson may define their role as that of helping to achieve
objectives or decide on a series of action points. DEALING WITH
DIFFICULT PEOPLE
What strategies could the chairperson use in each situation? A
participant looks bored and is not contributing to the discussion.
Every time anyone makes a suggestion, one participant responds with
a negative comment. They say why an idea wont work, but dont make
any positive suggestions. Two participants keep having private,
whispered discussions during a meeting. A participant doesnt want
to listen to anyone elses ideas. They keep interrupting and try to
dominate any topic discussed. A participant is not very willing to
give an opinion. A participant keeps introducing irrelevant topics
to the discussion. Which of the following phrases might be useful
in the previously mentioned situations?
We need consensus. You obviously feel strongly about this. If
nobody has any better ideas, how about...? It is important we keep
to the point on this. Id like to hear what other people think. So,
how do you think we should approach this? Weve got a lot to get
through and time is running out. Thank you for your comments. Well
take them intoconsideration. BEING DIPLOMATIC DONT FORGET...
avoid adjectives with strong/negative impact (angry, unreasonable,
uncooperative, demanding) adverbs can also add to the direct nature
of a statement (obviously) use positive adjectives and adverbs to
support them avoid direct statements (Youre angry.) - giving your
reaction makes it less direct (I can see that youre angry.) avoid
negative verbs (Youre panicking.) rephrase it instead (You dont
need to worry.) avoid imperatives (Leave your personal differences
at home.) use perhaps, could, or a negative verb instead (Perhaps
this isnt the best time to discuss this now.) BEING DIPLOMATIC
Choose the response that you think would work best.
1 Help calm a difficult situation by acknowledging how the person
feels. a Youre obviously pretty angry about this. b I can see that
you feel strongly about this. 2 Try to find out why the person is
being difficult. a Can you explain why you feel this way? b Why are
you being unreasonable? 3 Show that you understand.
a I can sympathise with your concerns. b I realise why youre
panicking about this. 4 Encourage quiet participants when they
contribute, even if you dont agree with their ideas. a Thanks for
your suggestion, but you really need to think it through a bit
more. b I think the basic idea is good, but perhaps we could
discuss some of the details. 5 Be firm if people try to use the
meeting to speak about personal grievances. a This isnt the best
place to discuss this. b Leave your personal differences out of
this. WHAT DO YOU KNOW ABOUT BURBERRY?
the history of the brand its image and reputation its core product
its target market its advertising campaigns ASSIGNMENTS TEAM
ASSIGNMENTS
1. A SURVEY OF THE TOP 10 BRANDS ON THE CROATIAN MARKET (giving
relevant numbers and reasons for their popularity) a project 2.
HISTORY OF OUR FAVOURITE BRAND a presentation 3. BRANDS WITH
POSSIBILITY NOT YET ESTABLISHED ON THE CROATIAN MARKET a
presentation 4. CROATIA TOP 10 EUROPEAN BRAND (International
Tourist Fair) a presentation 5. EFZG CAN AN ACADEMIC INSTITUTION BE
BRANDED? (European University Day) a presentation INDIVIDUAL
ASSIGNMENTS 1. WRITING REPORT ON ATTITUDES TOWARDS BRANDED GOODS,
BUYING HABITS AND THE TOP 10 FAVOURITE BRANDS OF THE STUDENTS OF
ECONOMICS 2. WRITING - WHY DO PEOPLE LIKE BRANDS SO MUCH? an
argumentative article 3. WRITING - IS IT POSSIBLE TO REMAIN
UNBRANDED IN A BRANDED WORLD? an argumentative article 4. WRITING -
DO BRANDS REALLY GUARANTEE QUALITY? an argumentative