Unit 4a. Brand Power

Brand Power is a single-score measure of the size and quality (familiarity and favorability) of a company’s reputation.

Speaking

• Work in pairs. Look at the products below. What brand of each product would your partner buy? Why?

• If you are running a business, what competitive edge do you have to offer that cannot be copied by anyone else?

• A brand is the one thing that you can own that nobody can take away from you.

Your Brand

Listening

• Five people explain why they bought one of the products. Listen and decide the main reasons for each purchase.

• Vocabulary– Sporty 轻便的 , 运动型的– Extra 额外费用– Advert 广告，宣传– Kitchen appliances 厨房家电– Ozone layer 臭氧层– CFC chlorofluorocarbon 含氯氟 – Make 品牌 ; 型 ; 样式

Reading

• Read the newspaper article about large supermarket chains in the UK on P44. How are they stretching their brands into new markets?

• Brand stretching refers to the use of an established brand name for products in unrelated markets.

• Vocabulary

– Saturate 饱和的– Mortgage 抵押– Savings accounts 储蓄存款户头 – Margin 利润 ; 赚头

• Questions

– Why are the large UK supermarket chains diversifying?

– How are the supermarkets able to attract business in the banking sector?

– What are the risks involved with brand stretching?

– How do the large supermarket chains encourage brand loyalty.

Speaking

• Imagine your local supermarket offered its own brand of the products and services mentioned in the article. Would you buy them? Why / Why not?

Brand Management

• Brand Equity – Competitive Advantages– Reduced marketing costs– Trade leverage– Can charge a higher price– Can easily launch brand extensions– Can take some price competition

• A good brand name should:– be protected (or at least protectable) under

trademark law. – be easy to pronounce / remember / recognize.– be easy to translate into all languages in the

markets where the brand will be used. – suggest product benefits or suggest usage

suggest the company or product image. – distinguish the product's positioning relative

to the competition. – be attractive and stand out among a group of

other brands.

• Umbrella Brand ( 伞形品牌 )– Products from different categories under

one brand– Dangerous to the brand if the principal

brand fails– Sometimes the company name is prefixed to

the brand. In such cases the company name gives it legitimacy. The product name individualises it.

• Brand strategy

– Line extension – existing brand name extended to new sizes in the existing product category

– Brand extension – brand name extended to new product categories

– Multibrands – new brands in the same product category

– New brands – new product in a different product category

– Cobrands –brands bearing two or more well known brand names

Reading

• Look at the extracts from advertising leaflets for Sainsbury’s Bank. Match them with the financial products in the box.

• What would be the advantages and disadvantages of buying all of these financial products from the same provider?

Listening

• David Noble, Director of Marketing at Sainsbury’s Bank, talks about the marketing of Sainsbury’s financial services. Listen and answer the questions on P46.

• Listen to the interview again. This time, the cassette will pause at certain points. Choose the best phrase from the list on P46 to continue the conversation.

Speaking

• Use some of the phrases in the box to give a brief summary of David Noble’s interview.