BUSINESS TEST: BRANDS

1. How has Corona virus affected companies?

2. Brand vocabulary. Word pair: brand, product, market.
3. Interbrand top five business. Changes (in general) of the top companies
4. Purpose of branding.
5. How can firms create brand loyalty?
6. Why do people dislike brands?
7. Brand extension and brand stretching with examples
8. Problems firms face when entering new markets.
9. Types of Marketing strategies: advantages and disadvantages of each.
10. Vocabulary of the text Dior (on pg. 9 Intermediate Market Leader)
11. Keys to create a successful logo
12. Keys to create a good tagline.

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1. How has Corona virus affected companies?

Permanent shift to home work:

+ Less pollution
- less money for a taxi drivers more difficult to separate time

Highly affected:
+ Increase in: Internet, retail sales, home delivering
- decrease on transport and Street markets
- Increase on prices of electricity and food
A lot of workers were fired > only businesses with access to Internet have survived.

Problem in supply chains:

TSMC, Samsung, Intel, AMD.

Increase in cleaning services.

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2. Brand vocabulary. Word pair: brand, product, market.

Brand loyalty: the tendency to always buy a particular brand

Brand image: how familiar people are with a brand (or its logo and slogan
Brand stretching: using an existing name on another type of product
Brand awareness
Brand name: the title given to a product by the company that makes it

Product launch: the introduction of a product to the market

Product lifecycle: the length of time people continue to buy a product
Product range: the set of products made by a company
Product placement: when products are used in films or TV programmes
Product endorsement: the use of a well-known person to advertise products
Market leader: the best-selling product or brand in a market
Market research: information about what consumers want or need
Market share: the percentage of sales a company has
Market challenger the second best-selling product or brand in a market
Market segment: customers of a similar age, income level or social group
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3. Interbrand top five business. Changes (in general) of the top companies

1999: Coca-Cola, Microsoft, IBM, G.Electric, Ford

2007: Coca-Cola, Microsoft, IBM, G.Electric, Nokia
2018: Apple, Google, Amazon, Microsoft, Coca-Cola.

In 2018, more presence of tech companies.

There are five companies in both the top 10: Coca-Cola, Microsoft, Toyota, Mercedes, Mac
Donald’s.
No Spanish presence
Most are American

4. Purpose of branding.

Promote products, build an image, differentiate from competitors, establish trust within
consumers, and creates loyalty

5. How can firms create brand loyalty?

Talk to your clients regularly, be consistent with everything, become known in your
community and focus on customer experience and service, not on sales. Examples: Nike
uses brand recognition with
famous athletes like Michael Jordan. Bershka using Billie Eilish, or Conan Gray to do merch.

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6. Why do people dislike brands?

Expensive, old fashioned ^

Innovative v
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7. Brand extension and brand stretching with examples

Brand stretching: A launch of a new product into a completely different unrelated category.
Brand extension: The launch of a new modified product into the broader market category in
which the brand operates.
Disney: From movies to merchandising.
Kit-kat: From chocolate to other snacks. Brand extension
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8. Problems firms face when entering new markets.

It may be more expensive because of the transport.
It's expensive to insert physical shops into Europe.
There are countries that have a certain rivality with the USA.
Because it is possible that people want to buy products from their country.
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9. Types of Marketing strategies: advantages and disadvantages of each.

Disadvantages and Advantages of the marketing strategies.

- Reposition the brand:

Disadvantage, if you sell the product for a lower price in Europe, for example, than in
America, then the Americans can think that the product is not worth it, and is overpriced.
Advantage, if you do not promote the product as “Made in America”, more people would buy
it, because there are still some conflicts between international countries and America.

- Develop the Hudson brand:

Advantage, the film will be watched by thousands of people who will get to know the brand.
Disadvantage, the superstars may have a bad reputation in the future.

- Hire a top designer:

Advantage, because the product is designed by a top designer, the brand does not need to
start from scratch.
Disadvantage, Hudson brand will not have the recognition of making that brand.

- Develop a wider product range:

Advantage, there are more products so the people will have more options to choose from
and more prices range, depending on the amount you want to spend.
Disadvantage, it will be expensive and it will take a long time to design and manufacture the
new products.

- Stretch the brand:

Advantage, the brand will not have to start from scratch in the jewelry industry.
Disadvantage, it will be very expensive for them to introduce it into the jewelry industry.

- Develop sales using e-commerce

Advantage, it will be easier to buy.
Disadvantage, the costumers won’t be able to check the quality of the products in real life.

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10. Vocabulary of the text Dior

Develop network: working together within a group

Perfect supply chain: The process you need to follow from creating the product to selling it to
the market.

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11. Keys to create a successful logo.
Understand why you need a logo
Define your brand identity
Choose your design style
Be appropriate logo
Does not go old fashioned in the future.
Find the inspiration for your design
Check out the competition
Choose your design style
Pay attention to colors
Picking the right typography
Communicate with your designer

12. Keys to create a good tagline.

It needs to be simple and short

It has to tell a story, or it has to have important meaning to the brand
It has to define your brand's identity
It has to be eye-catching