Customer service – Vocabulary and Phrases
to position a brand – to situate a brand/product in relation to others already on the market, by specifying particular attributes
The company has positioned its new brand as “a car that combines the luxury of a sedan and the convenience of a multi-purpose vehicle”.
a flagship brand – the most important brand owned by an organization
Spellbound specializes in wines at $15 a bottle (the Petite Sirah is their flagship brand, the first of its kind in Napa Valley).
a generic brand – a brand used on a variety of different products
Some generic brands are manufactured by the same company that produces the innovator brand of the drug.
brand promise – what people expect form a brand
Like every other repair shop in Lincoln, part of their brand promise is to fix cars.
to deliver on the promise – to give what is expected or promised
in order for a brand to succeed, every employee must understand, believe in and deliver on the brand promise
brand recognition/awareness – the degree to which people know a brand
The company has improved its brand recognition among students and become their top choice for employment after graduation.
USP – unique selling proposition, also: unique selling point - a feature of a product that no other similar products have, used in advertising, etc. to try to persuade people to buy it.
Understanding your USP not only defines your competitive advantage but also provides you with a basis for your marketing.
PLC – product life cycle- the four stages in the existence of a product: introduction, growth, maturity and decline, how long a product can reasonably be expected to sell on the market before being updated or replaced
Products with short PLC are generally expensive and there usage is limited.
brand stretching/extension, to stretch/extend a brand – widening of the range of products (or services) sold using a particular brand.
An example of brand stretching is the production of soft drinks by Virgin, an airline operator (and before that, a recording label).
brand dilution – Brand dilution is the weakening of a brand though its overuse. This frequently happens as a result of ill-judged brand extension.
The lawyers said the logo was too similar and it might cause brand dilution.
augmented product/to augment a product – This is the view of a product that includes not only its core benefit and its physical being, but adds other sources of benefits such as service, warranty, and image. The augmented aspects are added to the physical product by action of the seller, e.g., with company reputation or with service.
An augmented product may be an integrated system of matched hardware, software and services.
core product – The central benefit or purpose for which a consumer buys a product.
Besides providing web hosting, which is their core product, they also offer dedicated servers, co-location and e-commerce services.
cannibalism – if one of the company's new products cannibalizes on alder one, it takes sales away from it
Healthy Choice was a best seller without cannibalizing sales of its other frozen food brands.
product launch – an occasion when a new product is shown or made available for sale or use for the first time
Savings are needed to finance new product launches.
brand image – the collection of ideas and beliefs that people have about a brand
Both BMW and Honda have built their brand images on engineering excellence and high performance with a heavy accent on motor sport.
brand loyalty – the degree to which people regularly buy a particular brand of product and refuse to change to other brands
There's no brand loyalty in car tyres - consumers just buy on price.
brand switchers – people who show no loyalty to a particular brand, but change among competing products
As one would expect, price mattered much more to brand switchers and consumers who didn't have a regular brand than to regular-brand users.
premium brand – product or brands of higher quality than usual
Premium brands of beer such as Grolsch will grow faster, in line with the trend toward people demanding better quality
brand identity – How you want the consumer to perceive your product or your brand.
A school with a brand identity conveys consistency, loyalty, and quality to alumni, students, and the public.
brand preference – a consumer's choice of a particular brand instead of competing products
Evaluating the changes in the brand preferences of young smokers can help identify factors that influence adolescents' brand choice
logo – a picture or pattern or way of writing its name that the company uses as a symbol on its products and advertising
As part of the identity package, we have added green to our colour scheme and redesigned our logo.
own-brand products – products which have the name of the shop that is selling them rather than the name given to them by the producer
The regional breweries found it difficult to promote their own-brand lagers in a n image-conscious market.
FMCG – fast moving consumer goods
By concentrating on only FMCG, they keep their stock at a minimum.
consumer goods – goods bought by people for their own use, rather than by businesses and organizations
Rising incomes have brought higher demand for cars and other western consumer goods.
consumer durables – products that people do no buy regularly or often
Spending is slowing; especially hard hit are consumer durables - nobody seems to want to buy a new car.
product placement – when the maker of a product arranges for it to appear or be used in a film or television programme as a form of advertising
AOL executives said the company would avoid product placement in children's programming.
shelf-life – the length of time that a product, especially food, can be kept in a shop before it becomes too old to sell or use
Chocolate bars usually have a shelf life of just nine months.
glocalisation – adapting products to individual markets and local tastes
The countries that succeed best at globalization are those that are best at "glocalization" — taking the best global innovations, styles and practices and melding them with their own culture.
private label/store brand – When large retailers buy products in bulk from manufacturers and put their own brand name on them
Selling private-label products was profitable when national brands were in short supply.
fighting brand – a brand created specifically to counter a competitive threat.
Challenger tanks are the industry’s fighting brand and one of the more popular water tanks on the market.
product line – strategy of offering for sale several related products.
ShinyNickels.com, an online and physical scrapbooking company, has added scrapbooking paper and digital printing to their product line.