BRANDS AND BRANDING

LUXURY BRAND BRAND STRETCHING BRAND AWARENESS BRAND LOYALTY GLOBAL BRAND

Brand names used as verbs Some internet and software brands are used as verbs. EBAY the latest products. PHOTOSHOP this picture. SKYPE with your business partners. GOOGLE this word.

Managing brands Discuss the following most important tasks and responsibilities of a brand manager: monitors and follows latest market trends oversees advertising and marketing activities to ensure the right message for the product is delivered works closely with different teams, consisting of product developers, researchers, marketing staff and creative agencies to make sure their company brand image is followed makes sure that the brand is always set apart from the competition maintains and improving a brand so that the name is associated with the highest quality ensures sufficient customer satisfaction

BRAND PILLARS

Niche market/hotel

SOCIAL MEDIA WALL

STARWOOD HOTELS: BRANDS fastest-growing brand lifestyle brands loyalty programme bond (between the brands and customers) unique distinctive top well-known leading famous

NICHE RETENTION STRETCHING (EXTENSION) TARGET DEFECTION PORTFOLIOS PILLARS LOYALTY A hotel aiming for a very specific ______ group of customers can be referred to as a ______ hotel. Buying the same product repeatedly is called brand __________ Trying to keep the existing customers is called customer _______ and the opposite process of losing them is usually known as customer _______ Using the existing brand name on other products ____________ Different values (such as mission, etc.) that a brand relies on are brand __________ Different ranges of products/services offered to customers by companies/hotels are called ___________

ANSWERS A hotel aiming for a very specific TARGET group of customers can be referred to as a NICHE hotel. Buying the same product repeatedly is called brand LOYALTY Trying to keep the existing customers is called customer RETENTION and the opposite process of losing them is usually known as customer DEFECTION Using the existing brand name on other products STRETCHING (EXTENSION) Different values (such as mission, etc.) that a brand relies on are brand PILLARS Different ranges of products/services offered to customers by companies/hotels are called PORTFOLIOS

ADVERTISING

Check and discuss the basic media and methods used in advertising. newspaper the internet TV radio slogans banners point-of-sale samples trade fair travel fair leaflets pop-ups sponsorship word-of-mouth brochures flyers web presentation billboards mailshots exhibitions

a pop-up ad a viral video mobile microtargeting a banner ad a floating ad _____________is a clip or a film that thousands of internet users share on Facebook, post to blogs or send via emails. Companies use such videos to send a promotional message to potential customers and raise brand awareness. ______________is used by retailers to target customers’ smart phones and automatically send messages alerting customers to promotions and discounts within a close range. _____________is an advert that appears on the screen and may soon disappear. It’s a new window that opens in front of the existing window. _______________is an advertisement that runs across an internet page. _________________ is an ad that moves and floats across the screen in order to attract internet-users to click it and visit the advertised site.

Outdoor advertising

Endorsement ads

Word-of-mouth advertising

WORD-OF-MOUTH MARKETING/ADVERTISING

Marketing a hotel – make a powerful advertising campaign Step 1 Find out who the potential target audience is. Step 2 Decide on the type of advertising (simple, online, outdoor advertising, etc.). Step 3 Think of the photo, sound and visual effects that you will use. Step 4 Use at least one humorous idea to capture the audience’s attention. Step 5 Create the campaign calendar. Step 6 Coin a catchy slogan

Fill in the gaps using the most suitable method of advertising A small book containing some pictures and information about a destination is called ______ An event at which companies show and sell their products is __________ A promotional piece of paper usually given out to potential customers in the street is _________ A new online browser window that suddenly appears on the screen is ______ The two traditional broadcasting services used for advertising are the __________ and ________ A promotional piece of paper usually folded at several sides is __________ Passing information from person to person by oral communication is ____________ marketing/advertising A small amount/example of a product given to potential customers to test it is called __________ A complete list of items that customers can look at or buy is ____________ A phrase that is easy to remember is called _____________

answers A small book containing some pictures and information about a destination is called BROCHURE An event at which companies show and sell their products is TRADE FAIR A promotional piece of paper usually given out to potential customers in the street is FLYER A new online browser window that suddenly appears on the screen is POP-UP The two traditional broadcasting services used for advertising are the RADIO and TELEVISION A promotional piece of paper usually folded at several sides is LEAFLET Passing information from person to person by oral communication is WORD-OF-MOUTH marketing/advertising A small amount/example of a product given to potential customers to test it is called SAMPLE A complete list of items that customers can look at or buy is CATALOGUE A phrase that is easy to remember is called SLOGAN

MARKETS AND MARKETING

Identify the MARKET-RELATED terms MARKET SHARE MARKET SEGMENTS TARGET MARKET MARKET RESEARCH

Fill in the gaps using the most appropriate expressions from the previous exercise. ______________market refers to the consumers that a company wants to sell its products or services to. Market____________ is the percentage that a company has of the total sales for a particular product or service. Market ___________ is a group of people or prospective buyers who share the common needs. Market __________refers to the process of finding out and analyzing the potential target groups and customers.

Replace the words in bold using the words in italics Replace the words in bold using the words in italics. competition competitor competitive competitiveness compete JW Marriott has become InterContinental’s main rival in the luxury hotel market. If we wish to beat all the companies in the Balkans region, we need to invest 3m pounds in the ad campaign immediately. Now, the banks are fighting over the lucrative Russian market. They are doing their best to improve the company’s ability and performance to survive in the tough European market. There’s no way we can beat Westin and Radisson Blu. They are better than us in every possible aspect of business.