ENM301 - U1Brands - Listening Vocab

I am basically ​ (a)   . If you buy a​ (b)   , it's a ​ (c)   that the quality is fairly good and the product is ​ (d)   .

• branded product
• guarantee
• reliable
• pro-brands

I hate all the ​ (a)   around brands. And I don't want other people to think I'm trying to impress them with lots of logos. Am I buying the ​ (b)   or an illegal copy? Basically, I want value for money - I won't pay ​ (c)   for a name, a fancy logo and packaging.

• advertising hype
• inflated prices
• genuine product

Brands that you would say have a real ​ (a)   in the ​ (b)   . Obviously, the first is, they will have high levels of awareness, so people will know about them and recognise them when they see them, and that might be the physical product, or it might be the ​ (c)   , the ​ (d)   . Urn, but obviously recognition is not enough.

• traction
• marketplace
• visual identity
• design manifestation

What needs to happen also is that people, you know, the ​ (a)   or consumer, needs to know a lot about that brand, so a strong brand will also immediately communicate a set of ​ (b)   ideas, er, and perceptions.

• target customer
• appealing and persuasive

think of any brand you like, any brand that you can imagine, say BMW or British Airways or in any ________.

Nokia is, you know, a well-known brand, um, it's by far the biggest mobile phone ______

Firstly, um, in a market that's changed and a brand that's ______ hugely in terms of what it offers, we helped them with, er, the question of what is it that Nokia is about.

We helped them with, er, the question of what is it that Nokia is about, and how does it relate to its customers. Its broad ____________, in ways in which its competitors don't.

So to give it that, um, clement of choice, you know, so why I should choose a Nokia over a Motorola, um, in addition to what it looks like and what it does. So, what the brand is about - um, so that on what you might call technically the __________.

And we've also helped them with, um, developing certain parts of their ​ (a)   in order to, um, ​ (b)   the market and also to keep the brand fresh.

• offer
• react to