Business English (Subject) / Products and Brands (Lesson)

Products and Brands

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• value for money Preis-Leistungs-Verhältnis
• inexpensive preiswert -> better than the word cheap
• established brand bewährte Marke
• product life cycle 1. introduction - Einführung 2. growth - Wachstum 3. maturity - Reife 4. decline - Rückgang
• difference between product range/mix and product line? A product mix (or product assortment) consists of all the product lines and items that a particular seller offers for sale. Avon’s product mix consists of four major product lines: cosmetics, jewelry, fashions, and household items. Each product line consists of several sublines. product range/mix -> all products which a company is sellingA product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges. For example, Nike produces several lines of athletic shoes, Motorola produces several lines of telecommunications products, and AT&T offers several lines of long-distance telephone services. product line -> cosmetics, VW Golf
• differentiate unterscheiden, differenzieren
• recognition value Wiedererkennungswert
• tangible assets Sachvermögen, materielle Vermögenswerte
• retailer Einzelhändler
• wholesaler Großhändler
• brand awareness Markenbekanntheit, -bewusstsein
• Different between corporate and individual branding? corporate branding: companies include their name in all their products e.g. Philips, Yamaha individual branding: company gives each product its own brandname, so the company name is less well-kown than its brands (e.g. procter&gamble to pampers, pringles etc)
• evolving entwickeln
• reinforced verstärkt
• distinguishes abgrenzen,differenzieren
• price conscious preisbewusst
• shelf -> shelves Regal
• market share Marktanteil
• squeeze suppliers preisdrücken bei Lieferanten
• equity Dividende, Aktienkapital
• generic brand Generikum, Nachahmerpräparat z.B. Ratiopharm
• brand awarenessfamiliarity                          the degree to which people know a brandrecognition-------------------------------------------------------------------------------------------- promise                            what people expect from a brand------------------------------------------------------------------------------------------- preference                       when consumers like one brand more than another ------------------------------------------------------------------------------------------ image                              all the ways that people think about a brand ------------------------------------------------------------------------------------------ equity                             the value of a brand to its owners, as sometimes                                         shown on a firm's balance sheet
• retail outlets places of business for selling goods to customers (shops, stores, kiosk, etc)
• product range all the different products, brands and items that a company sells
• retailer businesses that sell goods or merchandise to individual consumers
• logo a graphic image or symbol specially created to identify a company or a product
• packaging wrappers and containers used to enclose and protect a product
• brand awareness the extent (Außmaß) to which consumers are aware of a brand, and know its name
• shelf surfaces in a store on which goods are displayed
• market share the sales of a company expressed as apercentage of total sales in a given market
• brand-switcher consumers who buy various competing products rather than being loyal to a particular brand
• What is a multi-brand strategy? Sale of two or more competing brands by the same marketer. Some companies,such as the major producers of soap powders, have a multi-brand strategy which allows them to fill up space on supermarket shelves, leaving less room for competitors.
• 4 Ps - product - price - promotion - place of distribution more Ps: people, process, physical evidence, public opinion, political power
• 4 promotional tools 1. advertising2. sales promotion, discount3. public relations (PR), publicity4. personal selling
• STP segmentation, targeting, positioning

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