Branding, branding, branding: if you haven’t heard the word, you’ve been under a rock for the last, oh, ten years. But is all the talk about branding just much hype?

In a word: no. I think that branding is the most important point your company can consider- and everyone should consider it. And those of you who sell to companies-office chairs, obscure chemicals, you know who you are-you should be paying attention too.

It’s not enough just to have everyone recognize your brand name or your logo. Branding is about connecting, after all, and everyone in marketing needs to know to make their product connect to their customer. The best brand has a rational as well as emotional appeal, and speaks to your customer’s head as well as his or her heart. You want your brand to be something the customer knows is the best - and feels is the best too.

And remember, once you’ve inspired brand loyalty in your customers, you can’t betray them and change the story of your brand. Cadbury, for example, has a reputation for their chocolates. But when they introduced Cadbury’s soup, it flopped. The problem was that the product was off-brand, and didn’t fit with the expectations people had about Cadbury’s products.

So remember that when you’re telling a story about your product, the story has to be consistent. Very few products live forever. But establish your brand, and people will remember it. When Apple introduces its next new idea, millions of people will be paying attention, ready to fall in love again.

Listening

IX. Representatives of three companies–a bank, a budget airline, and a car company- are giving presentations on their companies. Listen and make a note of each company’s brand values.

Company 1________________________________________________________

Company 2________________________________________________________

Company 3________________________________________________________

Which company is the bank, which is the budget airline, and which is the car company?

X. Listen again and complete these sentences from the presentations with words from the box.

associate	communicate	emphasize	external	obvious
reputation	widely	remind	promote	project

1. We have three main brand values which try to________ in all our internal and _________communication.

2. Our customers____________ us with the highest quality products.

3. Our products are__________ seen as the safest on the market.

4. That’s something we can ___________ through our brand.

5. We have always had a __________ for coming up with new products and we try to __________ that through our brand.

6. For us, the customer always comes first and we want to constantly________ both ourselves and our customers of that fact.

7. That’s something we continually____________ in our marketing.

8. Hopefully that is_________ from our logo and corporate design.

XI. Imagine that you are a brand manager at the famous company. Think of characteristics you want people to associate with your company’s products or services? What should be your company’s brand values?

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