the name, term, design, symbol, or any other feature that identifies one seller's product as distinct from those of other sellers.

BRANDs

	Term	Meaning	Usage
	Brand (n)	the name, term, design, symbol, or any other feature that identifies one seller's product as distinct from those of other sellers.	a leading/major/principal/top/core/generic/ up-market/ premium/ultra premium/public/ promoted ~, a ~ manager/ leader/ strategy/ awareness/image/loyalty /name/recognition; own/build up/launch a ~, to enhance the ~’s value; ~ switching (a consumer's change of preference from one brand to another); brand (v): ~ sb as…; earn a ~ of the year award
	Brand awareness	the extent to which a brand is recognized by potential customers, which is usually expressed as a percentage of the target market,	to build/raise/increase~;
	Generic brand	often supermarket goods identified more by product characteristics and branded with either the brand of the store in which they are sold or a lesser-known brand name which may not be aggressively advertised to the public	syn: a store brand; one’s own brand
	Brand loyalty	The quality of people always buying a particular brand of a product, and not being likely to start buying a different brand	Win/retain/deserve/demonstrate ~ to sth; ant. brand switching
	Premium brand	any contemporary brand that is respected as holding greater brand value than well-known popular brands
	Ultra premium brand	a brand respected as being exclusive, elite and/or otherwise catering to a wealthy clientele
	Public brand	a brand that is considered public domain, unprotected by copyright or patent, and subject to appropriation by anyone	Cf: generic brand
	Up market brand	a brand developed to appeal to affluent consumers	Ant. downmarket~
	Brand-new	utterly new, as new as possible	A ~ dress
	Branding (n. uncount)	the image or impression that a company creates for its products, usually through advertising	corporate/global ~; re~
	Brand stretching	a company using the existing brand name to sell a new product	syn. brand extension
	Brand diversification	addition of new products to the already existing manufactured or marketed products to expand one’s market share	Pursue the policy of/undertake/carry out ~
	Brand differentiation	Creating distinct and specialized characteristics that are unique to the brand and differentiate it from competitors to increase demand
	Hype	a marketing strategy of advertizing a product as the thing everyone gets excited about and must have	pre-launch/marketing ~; be carried away with the ~; there is nothing/a lot/more to it than just ~; with all the ~ surrounding sth; syn/fad; hyped, hyper
	Lower end of the market	Market of cheap products suitable for customers who are not capable or willing to spend lots of money	sell at the lower/upper end of the market; ant. upper end of the market/upmarket; syn: downmarket; syn.: a fad
	Promotion	1) Personal selling 2) PR (using third-party sources and particularly the news media, to offer a favorable mention of the marketer's company or product without direct payment to the publisher of the information) 3) Sponsorship - in return for advertising space at the event or as a part of the publicity for the event. (E.g. TV/ Radio, Sports, Arts, Events, Charity) 4) Sales Promotion: the use of special short-term techniques, often in the form of incentives, e.g. flyers/ discounts, coupons, samples/ giveaways, special events and point of sale) 5) digital communications: online advertising, mobile communications, advergaming, social media, consumer-generated content and viral strategies.6) Direct mail 7) Advertising (including outdoor adv)
	Rebranding	A comprehensive change in an organization’s brand identity due to changing market conditions, or product/service development altering the organization’s business strategy.
	Trademark	A name, symbol or design or other intellectual property registered for the exclusive use by a brand to distinguish and identify a specific manufacturer, product, or service; a most distinctive feature of sb/sth	The right to use sb’s ~; ~ and copyright laws;
	Upmarket (adj)	designed for or used by people who belong to a high social class	An~ upmarket brand/restaurant/store; Take a brand ~; ant. downmarket
	USP (Unique Selling Point/ Proposition)	a particular feature of it which can be used in advertising to show how it is different from, and better than other similar products or services	to communicate the product’s ~; a ~ based on … product qualities

Дата добавления: 2015-11-04