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

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

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

Fill in the Blanks

The opposite of 'own brand' is ...

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

Fill in the Blanks

TOM is short for

Fill in the Blanks

WOM stands for

Fill in the Blanks

SUCCES is an acronym for...

... 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.