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