Brand communication
Presentation
•
English
•
University
•
Hard
Lisa Maene
Used 5+ times
FREE Resource
16 Slides • 14 Questions
1
in Brand Communication (or 'Merkencommunicatie')
2
Course introduction
Refresh professional vocabulary from E. Raemdonck's lecture
Refresh, learn and use vocabulary linked to advertising
3
Poll
How would you rate your level of spoken English?
4
Poll
How would you rate your level of spoken English with regard to professional topics?
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A ......... is the collection of all expressions with which an entity (person, organisation, company, city, product, country, etc.) makes itself recognisable. Building a brand (.........) is the process that is connected to this.
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A brand is the collection of all expressions with which an entity (person, organisation, company, city, product, country, etc.) makes itself recognisable. Building a brand (branding) is the process that is connected to this.
9
Multiple Choice
Brand salience means
the brand has brand-loyal customers and turns them into advocates or influencers for the brand
how familiar consumers are with a brand or its products
the brand sells products tasting of salt or containing a lot of salt
the degree to which your brand is thought of or noticed
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Fill in the Blanks
The opposite of 'conservatism' is ...
Type answer...
11
Multiple Choice
'Brand positioning' means
the place the brand wants to claim in the minds of its
target group(s)
the place where you can buy the brand's products
the essence of why a company exists
a continuous process that supports a brand in market growth
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Multiple Choice
Which one is not a correct translation for 'huismerk'?
own brand
private label
home brand
house brand
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Fill in the Blanks
The opposite of 'own brand' is ...
Type answer...
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Fill in the Blanks
TOM is short for ...
Type answer...
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Fill in the Blanks
WOM stands for...
Type answer...
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Fill in the Blanks
SUCCES is an acronym for...
Type answer...
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... room:
- objectives
- target groups
- mechanisms of influence
- messages
- media channels
... room:
- creative ideas
- slogan, mascots, stories, ...
- (e)WOM
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... room:
- objectives
- target groups
- mechanisms of influence
- messages
- media channels
... room:
- creative ideas
- slogan, mascots, stories, ...
- (e)WOM
23
Multiple Choice
What's the word for 'the compelling ‘big idea’ that will bring an advertising message strategy to life in a distinctive and memorable way'
slogan
creative concept
logo
tone of voice
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Advertising
the business of trying to persuade people to buy products or services
paid promotion of services/products
Publicity
the activity of making certain that someone or something attracts a lot of interest or attention from many people, or the attention received as a result of this activity
unpaid promotional activity which is done by a third party to create a public interest story of your business
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Poll
Battle of the brands: iPhone vs. Samsung
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Poll
Battle of the brands: Instagram vs. TikTok
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Poll
Battle of the brands: McDonald's vs. Burger King
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= marketing strategy that looks to adopt brand-loyal customers and turn them into advocates or influencers for your brand.
in Brand Communication (or 'Merkencommunicatie')
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