Name: English for Marketing Vocabulary VV19 - Branding (Part 2)
Uploaded: 2026-01-22T17:04:11.000Z
Duration: 10 min 33 s
Description: Thousands of YouTube videos with English-Chinese subtitles! Now you can learn to understand native speakers, expand your vocabulary, and improve your pronunciation...

Video Vocab is now available on a new website, www.vadorocab.tv.

click the link below to subscribe in itunes and get a free transcript for today's lesson.

Today's episode is the second of a two part series on business vocabulary related to marketing and branding.

In the last episode, we focused on developing a brand.

Today we'll look at ways to make it successful.

To be successful, a brand needs to be managed.

Brand equity, its marketing strength and differentiation.

How it is different from competitors need to be considered when developing a brand strategy or long term marketing plan.

As always, customers are the key ingredient.

That question is answered by its positioning.

Once the brand is established, there are ways to take it further.

Niche marketing can help you reach more specific groups of customers.

Rebranding, co branding and brand stretching are all ways to adapt your brand in response to changing tastes and values.

In the end, a successful brand will help your company become a market leader.

Now let's look at these concepts in more detail with some definitions and examples.

Brand Management Brand Management Brand management means overseeing all aspects of a brand such as advertising, price and customer satisfaction so that the brand remains in a positive light, making it more profitable.

Building trust with consumers is the ultimate aim of brand management.

Brand Equity Brand Equity Brand equity is related to the marketing power of a brand.

If a brand is well received and popular, its power to generate sales and income is increased.

Recent safety recalls have severely affected Toyota's brand equity.

Differentiation Differentiation Differentiation is the way companies show that their brands or products are different from those of their competitors.

Some automakers are promoting technology as a differentiation strategy.

Brand Strategy Brand Strategy Brand strategy is a long term marketing plan for a brand.

All members of an organization are involved with implementing this strategy.

To compete with Coca Cola, a company that has existed for over 100 years, Pepsi adopted a brand strategy that targets younger consumers.

Market Segment Market Segment A market segment is a group of customers that tends to share values, needs and purchasing habits.

Companies often direct their advertising toward particular market segments.

Teenagers are one of the main market segments for Virgin Megastores.

Positioning Positioning Positioning is the place a brand holds in the consumer's view in comparison to other brands.

The core concept behind Volvo's positioning is safety.

Brand Loyalty Brand Loyalty when customers consistently choose one brand over another, they are showing brand loyalty.

Automakers are rewarding brand loyalty by offering discounts to repeat customers.

Niche Marketing Niche Marketing Niche marketing is focused on a small portion of a market segment.

So while the market for automobiles is huge, the luxury market for four wheel drive vehicles is considered a niche market as it is relatively small.

The Mont Blanc use niche marketing techniques to reach left handed consumers.

Rebranding Rebranding Rebranding is the process of updating or changing a brand to make it more appealing to its target audience.

Abercrombie and Fetch was originally branded as a sporting goods company, but

in the late 1980s they rebranded as a luxury apparel retailer.

Co Branding Co Branding Co branding is when two or more companies join together and use their brands to promote one product.

For the Barbie doll's 50th anniversary, Mattel and Fiat Co branded to produce the Barbie 500, a pink toy car.

Brand Stretching Brand Stretching like elastic, a brand can be stretched when new.

Sometimes unrelated products are added to a brand.

Yamaha has stretched its brand from musical instruments to motorcycles to sports equipment.

Market Leader Market Leader A market leader is a company or brand that has the largest percentage of sales and revenues.

Our goal is to become the market leader in tennis equipment.

Now it's your turn to practise some of the words we have studied.

In this episode, you'll hear a series of sentences with a word replaced with a beep.

Repeat the whole sentence but say the missing word.

For example, if you hear Our company is cooperating with Microsoft to develop a co computer mouse, you will say Our company is cooperating with Microsoft to develop a co branded computer mouse.

We'll play an example answer after each exercise.

To build our sales among tall business women, we need to try marketing.

To build our sales among tall business women, we need to try niche marketing.

My sister always buys Honda cars, she's showing brand.

My sister always buys Honda cars, She's showing brand loyalty.

Our excellent reputation for quality adds to our brand.

Our excellent reputation for quality adds to our brand equity.

Business travelers are our largest market.

Business travelers are our largest market segment.

That's all for this video Vocab episode, the second of a two part series on marketing and branding.

Video Vocab is now available on a new website, www.videovocab tv.

Click the link below to subscribe in itunes and get a free transcript for today's lesson.