1. UNIT 6 BRANDING Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

2. AFTER LEARNING THIS UNIT
YOU SHOULD BE ABLE TO：
1.Explain what a brand is.
2.Know how to create brand loyalty
3.Describe the branding strategies.
4.Find out the ways of deciding a good brand.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

3. Warm-up
“Branding program should be designed to differentiate your cow from all the other cattle on the range, even if all the cattle on the range look pretty much alike.”
Can you list some famous brands in the cosmetic industry? How are they different from each other?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

4. I. What Is a Brand?
A brand is a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

5. words (Chevrolet, Avon), and numbers (361°, 7-Eleven)
A brand name is that part of a brand that can be spoken, including letters (GM, LG, TCL),
words (Chevrolet, Avon),
and numbers (361°, 7-Eleven)
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

6. Brand mark: The elements of a brand that cannot be spoken.
361° ANTA Benz BMW
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

7. product identification repeat sales new-product sales
Benefits of Branding
product identification
repeat sales
new-product sales
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

8. Definition: a consistent preference for one brand over all others.
Brand loyalty:
Definition: a consistent preference for one brand over all others.
How to create brand loyalty?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

9. Discussion:
1. Is a well-known brand valuable only to the owner of the brand?
2. List five brand names and indicate what product is associated with the brand name. Evaluate the strengths and weaknesses of the brand name.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

10. Ⅱ.Branding Strategies Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

11. Major Branding Decisions
Generic products versus Branded products
Manufacturer’s Brands versus Private Brands
Individual Brands versus Family Brands
Co-branding
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

12. Discussion
1. Go to the Procter & Gamble website ( and click on Product List and Info and then on Beauty Care. Find out the brand names of the different shampoos that P & G makes. How are the different brands positioned, and what target markets do they appeal to?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

13. Which brand do the hairs remind you of ?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

14. 2. A new soft drink company wants to be on the cutting edge of the sports drink industry. They have an idea for a sports energy drink that would cater to athletes of different sports. Help create a brand name and mark for this new sports energy drink.
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

15. Other sports drinks on the market
How can you make yours different?
Copyright  2010 Qinghua University Press
PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun