BRANDING

Branding (n.) = the image or impression that a company creates for its products, usually through advertising

Collocations of ‘branding’

• A branding strategy

• A branding exercise

• Corporate branding

• Global branding

Brand

• Brand = the version of a product that is made by one particular manufacturer

• Own brands / Own labels = products which have the trademark or label of the shop which sells them, especially a supermarket chain

‘brand’ family words

• Brand name = the name the manufacturer gives a product and under which it is sold

• Brand awareness = how much people know about a particular brand, and the ideas they have about it

• Brand image = the image or impression that people have of a product, usually created by advertising

• Brand recognition = when a person knows what a product is or knows something about it

Generic

• Generic (adj.) = not having a trademark and that is known by a general name, rather than the manufacturer’s name

• Generic (n.) = a drug or other product that does not have a trademark and that is known by a general name, rather than the manufacturer’s name

USP

• USP = Unique Selling Point, a particular feature of a product or service which can be used in advertising to show how it is different from, and better than, other similar products or services

‘product’ family words

• Product mix = the range of products that it produces

• Product line = a group of related products produced by one manufacturer

• Product range / Product portfolio = all the products sold by a particular company

Practice your vocabulary

• Fill the blanks with these terms: generic products, brand awareness, brand image, own brand, brand name, USP

A brand of a product is a version of it made by one particular manufacturer. Consumers may or may not recognize a particular ....1.... . This knowledge, or lack of it, is measured in terms of brand recognition and ....2.... . A product sold by a retailer, under the retailer’s own name rather than the manufacturer’s, is an ....3.... product. Products that are not sold under a brand name are ....4.... . Companies try hard to show consumers how their products are different from their competitor’s products and what the ....5.... is. Part of the process of making a product different from other similar ones requires a company to develop a strong ....6.... for the products in its product mix.

The Power of Branding

• Fame = the quality of being well-known or famous

• Revenue = money that a government or organization receives from people

• Status = position in society

• Turn things around = change the way in which things are

• Convert = change

The Power of Branding (cont.)

• Equate = regard as equal; be equivalent• Prosperity = financial richness• Ranch = a large farm• Distinctive = easily recognizable• Rancher = a farm owner• Distinguish = differentiate; make a different• Recognition = awareness; acknowledgment;

remembering; acceptance

The Power of Branding (cont.)

• Enormous = great; huge

• Register = put the name on something

• Aristocratic = being of a high class

• Image = picture

• Theme = topic; point; subject matter

• Integrity = honesty; uprightness

• Dependability = ability to rely on

The Power of Branding (cont.)

• Extremely = very much; immensely

• Enduring = lasting

• Presence = existence

• Contradictory = opposite; contrary

• Benefit = get advantage or profit

• Treasure = a collection of valuable things

• Overseas = abroad; of foreign countries

The Power of Branding (cont.)

• Prominent = prestigious; renown; famous

• Corporation = a business company

• Founded = established; created

• Appeal to = attract

• Subculture = the ideas, art, and way of life of a particular group within a society

• Revised = amended

The Power of Branding (cont.)

• Segment = part

• Finance = give money to

• Operations = companies

• Racetracks = tracks or ways for car racing

• No-nonsense = reasonable; logical

• Athlete = sportsperson

• Presume = think; guess; suppose

The Power of Branding (cont.)

• Promotes = given; presented• Patriotism = loyalty• Opposition = being against; contrary• Mainstream = principal; important• Values = moral principles and beliefs• Point out = show• Ultimate = most importance• Tattoo = pattern or design on one’s skin