Unit 1: Brands

Brands: Image and ReputationWhat makes one brand better than others?New brands vs. established brandsCompanies place great importance on how they create, maintain, protect and enhance their brands.Brand managers = people hired to develop brandsAre you emotionally attached to some brands?

Brands

What are your favourite national and / or international brands?Why?

Brands

Brand ManagementBrand loyalty (lojalnost, odanost brendu)Brand image (imid marke / brenda koji kupci kreiraju na osnovu odreenih faktora)Brand stretching (irenje brenda koritenjem istog imena za druge proizvode): primjer Virgin Air and Virgin ColaBrand awareness (svijest / osvijetenost o brendu)Brand name (ime marke / brenda)

ProductsProduct launch (plasiranje proizvoda na trite)Product lifecycle (ivotni ciklus proizvoda)Product range (linija proizvoda)Product placement (plasiranje proizvoda u medijima, prije svega na TV-u)Product endorsement (marketinko nametanje / promovisanje proizvoda uz pomo slavnih osoba)

Describing companiesa multinational = a multinational companya family-owned companyyour own company = to be self-employed

Corporate culture and corporations (companies that employ tens of thousands of workers)Small-sized and a medium-sized enterprise (preduzee) (a company that employs tens or hundreds of workers)

Small business = sole trader (nezavisni / samostalni trgovac) = one-man / one-woman businessFreelancers = people who set up their own business, or contractors working from home (osobe koje rade pod ugovorom za neku kompaniju ili osobu) Shareholders = dioniariShares = dionice odreene kompanijeStocks = dionice bilo koje kompanije. Kada se govori openito o dionicama onda se koristi termin stocks. Dionice na berzi su stocks, a NE shares.

Shareholders company = dioniarsko drutvoStock exchange ILI stock market = berzaPublicly listed (quoted) companies = kompanije ije su dionice zastupljene na berzia profitable company = profitabilna kompanijaa bankrupt company = kompanija koja je bankrotiralaa failing company = kompanija u propadanjuan emerging company = kompanija u nastajanjua rising company = rastua kompanija

Made in Europe: Words

To manufacture = to produce in a factoryLeather goods maker = proizvoa kone robeGross margin = bruto maraGDP = gross domestic product (bruto domai proizvod)Solely = iskljuivoPlant = postrojenje, pogon; poduzeeTo outsource = proizvodnja proizvoda u fabrikama u inostranstvu ili u drugim kompanijamaLicensing arrangement = dogovor o licenciranju proizvoda

ReadingRetail value = maloprodajna cijena / vrijednostDemand = potranjaFlagship store = the largest and the best equipped store in a prominent (istaknut) locationOffshore = overseas = prekookeanskiTo offer = nuditi, ponuditiTherefore = stogaSet of associations = niz asocijacijaCrucial = pivotal = critical = presudan, kljuanCardinal sin = kardinalna greka; sin = grijeh