Click the link below to subscribe the video camp in iTunes.

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

In Part one will focus on the essential elements of establishing a successful brand.

What is a brand Brands are what make companies and products stand out from the crowd.

They have, in essence or spirit and values that make them worthwhile to the customer.

To develop a successful brand, you need to know about your demographics on the tangible on intangible benefits your products bring to your customers.

Need to know how well your brand is being received.

Focus.

Groups of consumers can give information on brand awareness on brand recognition.

It's also important to think about how your company and brand will be presented visually, so you need to think about your brand trademark or logo.

The symbols that represent the brand.

Similarly, think about corporate identity and brand identity, two factors that help your customers see you and your products.

Now let's look at the vocabulary in more detail with some definitions and examples Brand brand A brand is what sets a company or its products and services apart from its competition.

This includes the way it's presented to the public customers, expectations and experiences with the brand and the way it's perceived by others.

McDonald's brand incorporates the concepts of fast food, fun, convenience and variety.

Brand essence brand essence, often called a brand's heart and soul brand Essence refers to the fundamental spirit of the brand what connects a brand to customers expressed in a simple, concise phrase.

Hallmark produces greeting cards and gifts.

It's brand essence is carrying shared brand values.

Brand values.

Brand values are the aspects of a brand that bring value to the customer.

This value is why the customer chooses the brand.

Driving a BMW could make someone feel successful and luxurious.

These feelings are part of the brands value, demographics, demographics, Demographics refers to information about customers such as their age, education level and where they live.

Demographic is the adjective form.

In October 2009, inside, facebook dot com reported demographic information about Facebook users.

29% of users were between the ages of 18 and 25.

Tangible, tangible something is tangible if it has a physical form, something that can be perceived through one of the five senses in marketing.

Tangible often refers to direct benefits customers can receive from a brand.

Starbucks Customers who participate in its Rewards program can receive tangible benefits like free coffee drinks and WiFi access.

Intangible intangible, something that is intangible does not have a physical form that could be perceived through the senses.

Intangible benefits are more conceptual, like a certain feeling you get when buying a product or using a service.

The peace of mind that comes from driving a Volvo is one of the intangible benefits of the brand.

Focus group Focus Group, a focus group, is a small group of people that represents a target demographic.

The group discusses products and services so that companies can learn Maura about what their customers think of the brand or product.

The company used data from focus groups to decide the name of their new product brand awareness brand awareness.

When customers recognize a brand and connected with the company's products, they're showing brand awareness because it is new to the United States.

The Chinese sportswear company, leaning is still developing brand awareness among Americans brand recognition brand recognition.

When customers show that they know about a brand when asked specifically about it, they're showing brand recognition.

Toblerone is unique packaging and strong promotion in duty free shops add to its brand recognition trademark or logo.

Trademark logo.

A trademark or logo is a graphic symbol that represents the brand.

Words.

Phrases and sounds can also be trademarks.

The swoosh is a trademark of Nike.

Apple's logo is an apple with a bite taken out of it.

Corporate identity, corporate identity.

A company's corporate identity is the way it presents itself visually to the public.

These visual elements can include color schemes, logos, words, building architecture, interior design uniforms and printed materials.

To show its corporate identity, Mobil Oil consistently displays the word mobile in the same text and colors on all of its signs and uniforms.

Now it's your turn to practice Some of the words we have studied in this episode you'll hear a Siris of sentences with the word replaced with a beep.

Repeat the whole sentence, but say the missing word.

For example, if you here we don't have many stores in Asia, so we have little brand there you will say we don't have many stores in Asia, so we have little brand awareness there.

We'll play an example.

Answer after each question.

Ready?

Let's begin.

Taco Bell uses a picture of a bell.

In its answer, Taco Bell uses a picture of a bell in its logo.

We learned a lot about our customers.

Tastes from focus.

Answer.

We learned a lot about our customers.

Taste from focus groups.

One of our target.

His men over age 65.

Answer.

One of our target demographics is men over.

Age 65.

We're going to test our brand among college students.

Answer.

We're going to test our brand recognition among college students.

That's all for this video vocab episode, the first of a two part Siris on marketing and branding.

Thanks for watching and see you again soon.

Video cap is now available on a new website.

W w w dot video vocab dot tv.

Click the link below to subscribe the video camp in iTunes.