Professional English in Brand Communication_class 1

​Professional English - Class 1

​in Brand Communication (or "Merkencommunicatie")

Why are we here today?

• Course Introduction

• Refresh professional vocabulary from Els Raemdonck's lecture

• Refresh, learn and use vocabulary linked to advertising​

Poll

How would you rate your level of spoken English?

Poll

How would you rate your level of spoken English with regard to professional topics?

​Course Introduction

​Brand Communication: vocabulary

Fill in the blanks

A brand is the collection of all expressions with which an entity (person, organisation, company, city, product, country, etc.) makes itself recognisable. Building a brand (branding) is the process that is connected to this.

Multiple Choice

"Brand salience" means

• the brand has brand-loyal customers and turns them into advocates or influencers for the brand

• the brand sells products tasting of salt or containing a lot of salt

• how familiar consumers are with a brand or its products

• the degree to which your brand is thought of or noticed

Multiple Choice

"Brand positioning" means

• the place the brand wants to claim in the minds of its

  target group(s)

• the essence of why a company exists

• the place where you can buy the brand's products

• a continuous process that supports a brand in market growth

Multiple Select

How does one correctly translate 'huismerk'?

• own brand

• home brand

• private label

• house brand

Commercial, result-oriented marketing

​1. Market share
​2. Market penetration
​3. Turnover
​4. Purchase frequency
​5. Traffic

​a. the % of people within a total population who have bought the brand at least once in a given period
​b. the number of times consumers bought the brand in period x
​c. the turnover share of the brand in the total turnover of the product category
​d. the number of people who visited the shop/platform/site/app... in a given period
​e. the number of units purchased of a brand multiplied by the price of the brand

Commercial, result-oriented marketing

​2. Market penetration	​a. the % of people within a total population who have bought the brand at least once in a given period
​4. Purchase frequency	​b. the number of times consumers bought the brand in period x
​1. Market share	​c. the turnover share of the brand in the total turnover of the product category
​5. Traffic	​d. the number of people who visited the shop/platform/site/app... in a given period
​3. Turnover	​e. the number of units purchased of a brand multiplied by the price of the brand

... room:

​- objectives

​- target groups

​- how to influence the target group

​- messages

​- media channels

​

​... room:

​- creative ideas

​- slogan, mascots, stories, ...

​- (e)WOM

Marketing decisions

... room:

​- objectives

​- target groups

​- how to influence the target group

​- messages

​- media channels

​

​... room:

​- creative ideas

​- slogan, mascots, stories, ...

​- (e)WOM

Marketing decisions

Multiple Choice

What's the word for 'the compelling ‘big idea’ that will bring an advertising message strategy to life in a distinctive and memorable way'

• slogan

• logo

• creative concept

• tone of voice

Advertising vocabulary

See hand-out in class

Advertising vocabulary

See hand-out in class

• ​​Advertising: ​

  • the business of trying to persuade people to buy products or services

  • paid promotion of services/products

• ​Publicity

  • the activity of making certain that someone or something attracts a lot of interest or attention from many people, or the attention received as a result of this activity

  • unpaid promotional activity which is done by a third party to create a public interest story of your business

Poll

Battle of the brands: iPhone vs. Samsung

Poll

Battle of the brands: Instagram vs. TikTok

Poll

Battle of the brands: McDonald's vs. Burger King

​​= marketing strategy that looks to adopt brand-loyal customers and turn them into advocates or influencers for your brand.