5.What is branding? Entrepreneur.com defines branding as the “marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” In his book Rebranding Branding, Darren Taylor looks at a variety of other definitions. “One of my favourites is from Wally Olins, the godfather of brand strategy. […] It is about belonging […] A tribe is a brand – religion is a brand. […] Seth Godin, one of my favourite thought leaders, defines brand as ‘the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.’ […] Marty Neumeier writes that brand is ‘a person’s gut feeling about a product, service, or organisation.’ On the other side of the brand battlefield are corporate critics like Naomi Klein and Noam Chomsky, who think brand is about manipulation rather than perception. […] [W]hile I think this criticism is overblown, it’s not without merit. Henry Ford wanted his line workers to be able to buy Model T’s, but can any Chinese factory workers afford the iPhones they make? Companies spend millions to create brand identities and market them to the very consumers who, in effect, are subsidising [branding experts’] fees in the inflated price of the products. On the other hand, Communist ideology could teach us Capitalists a thing or two about creating enduring brands. Che Guevara t-shirts anyone?” Topic-related vocabulary: Marketing & advertising Marketing feature Merkmal, Kennzeichen, Charakteristikum Marketing is all about putting a spotlight on your product’s greatest features. USP (= unique selling proposition) einzigartiger Wettbewerbsvorteil, USP survey Umfrage objective Zielsetzung, Ziel on (a) par with ebenbürtig, gleichwertig to discount herabsetzen, reduzieren distribution channel Vertriebskanal The Internet has emerged as one of the major distribution channels of products and services. brick-and-mortar store konventionelles Geschäft (im Gegensatz zu Online-Händlern) An online store typically trades at all hours of the day, whereas a brick-and-mortar store might operate from 9 to 5. to aim at zielen auf brand Marke branding Markenaufbau, Branding laundry detergent Waschmittel to announce bekanntgeben, verkünden to pursue verfolgen, zu verwirklichen versuchen media exposure Medienpräsenz, Publicity advent Beginn, Anfang, Anbruch to distribute verteilen tribe Stamm, Sippe distinct personality eindeutige, individuelle Persönlichkeit donor Spender/in to pay a premium einen Aufschlag / höheren Preis zahlen Buyers are ready to pay a premium for added convenience and a superior shopping experience. 5ar9ba gut feeling Bauchgefühl, Instinkt If there is one constant in my life, it’s that I always listen to my gut feeling. perception Wahrnehmung to subsidise subventionieren, fördern Some casual users, who use the system perhaps three times a month, are basically subsidising those who use it four or five times a week. inflated aufgeblasen, aufgebläht, übertrieben An international cosmetic brand says the inflated prices Australian consumers pay for make-up are not justified. a fickle thing unbeständig, wechselhaft, unverlässlich sponsorship finanzielle Förderung, Sponsoring beneficiary Begünstigte/r, Nutznießer/in, Leistungsempfänger/in sales quantity Verkaufsmenge product sample Warenprobe, Muster to converse with sich unterhalten mit market saturation Marktsättigung demographic group demographische Gruppe, Personengruppe to purchase (noun: purchase) kaufen, erwerben The majority of consumers conduct their research online before they make a purchase. to exaggerate übertreiben to convey vermitteln Artists use light and dark colours to convey a mood or an emotion. to feature aufweisen, zeigen, herausbringen; berichten über door-to-door salesman/ -woman Vertreter/in market coverage Marktabdeckung 46 Key aspects Strategies Sample task 5 Marketing & advertising Nur zu Prüfzwecken – Eigentum des Verlags öbv
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