1. BRANDS AND BRANDING

2. LUXURY BRAND BRAND STRETCHING BRAND AWARENESS BRAND LOYALTY GLOBAL BRAND

8. 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.

9. 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

10. BRAND PILLARS

11. Niche market/hotel

12. SOCIAL MEDIA WALL

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

14. 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 ___________

15. 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

16. ADVERTISING

17. 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

18. 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 s. 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.

19. Outdoor advertising

20. Endorsement ads

21. Word-of-mouth advertising

22. WORD-OF-MOUTH MARKETING/ADVERTISING

23. 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

24. 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 _____________

25. 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

26. MARKETS AND MARKETING

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

28. 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.

29. 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.