Summary
Summary 3 English
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Summary of the course English in the 2nd year, 1st semester
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Viral advertisingViral marketing: a way of advertising and selling in which information about a company’s products or
services is spread by people telling other people or sending e-mails
Blog: a webpage containing information about someone’s activities or interests. People reading a
blog can add their own opinion about what it contains.”
Marketing in challenging times
An economic slowdown: A situation in which GDP growth slows but does not decline. For example, if
GDP goes from 5% growth to 3% growth, an economy is experiencing a slowdown. Most analysts do
not consider a slowdown to be a recession, but unemployment may rise and productivity may
decline.
GDP: A measure of the value of the total production in a country, usually in a given year. Gross
domestic product is calculated by adding together total consumer spending, total government
spending, total business spending, and the value of net exports. GDP is considered one of the leader
indicators of the health of a nation's economy. GDP growth is considered desirable and represents
the fact that businesses are producing and that consumers and the government are buying. It is often
used as a way to measure a country's standard of living.
Business customers, also known as industrial customers, purchase products or services to use in the
production of other products.
Brand values
Text Aaker “Why are strong brands strong?”
David Aaker asks himself why are those strong brands strong. Why them and not others? How do
they maintain their position?
Familiarity and visibility: They not only deliver on their value proposition; they are also
visible in the marketplace and are a part of people’s routines. (for example, Coca-Cola,
McDonalds)
Value function: Now, value is ‘in’ and even considered cool, more than 70% of the top
brands are value-positioned or have value offerings. (for example, Muji, McDonalds, Toyota,
Windows)
Quality: Most of the brands have a history of offering perceived quality that is high given
their categories (for example, Mos Burger) Cup Noodle is the authentic and best in its
product form. All have visible, tangible attributes that differentiate.
Success: Brands associated with business success will benefit most. In addiction to
engendering respect, business success can imply quality, reliability and value.
, Brand vision that inspires: Many top brands have a clear and often inspiring vision that leads
to shared values, interests and lifestyles with customers. (for example: Muji, Google, Nissan)
Energy: Energy is a key to brand health and there is a lot of energy in those brands. One
source is innovation, and new products. (McDonalds, Pixar of Japan) Another source is
software (Windows & Google). Still other sources are the branded energizers.
Important things of the text:
Main idea of the text: Much of a top brand’s brand equity momentum is hard to create or counter.
It is based largely on having the most visible market share, a compelling value position, a quality
reputation garnered over years, a history of business success and an inspiring vision or energy based
on associations developed over time.
Important key ideas:
Why are those strong brands strong? Why those specific brands and not others? And how do
they maintain their position?
They not only deliver on their value proposition, as they have done for many years, but also,
they are visible in the marketplace and are a part of people’s routines.
People used to stretch for self-expressive benefits. Now value is “in” and even considered
cool.
Most of the brands have a history of offering perceived quality that is high given their
categories.
All have visible, tangible attributes that differentiate
In addition to engendering respect, business success can imply quality, reliability and value.
Further, past success counts
Many top brands have a clear and often inspiring vision that leads to shared values, interests
and lifestyles with customers.
We know, both instinctively and through empirical research, that energy is a key to brand
health—and there is a lot of energy in these top brands. One source is innovation, and new
products, Other sources of energy are the software and Internet industries. Still other
sources are the branded energizers,
The value of brands
Value proposition: A value proposition is a promise of value to be delivered, communicated, and
acknowledged. It is also a belief from the customer about how value (benefit) will be delivered,
experienced and acquired.
A brand is a ‘name, term design, symbol, or any other feature that identifies one seller’s good or
service as distinct from those of other sellers. ‘
Branding began as a way to tell one person's cattle from another by means of a distinctive symbol
burned into the animal's skin with a hot iron stamp, and was subsequently used in business,
marketing and advertising
Marque or make are often used to denote a brand of motor vehicle, which may be distinguished
from a car model.
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