BEN Unit 12-28
BBA HS 15/16 Voci Unit 12-28, mit englischer Definition, eingebaut in einem Satz + deutsche Übersetzung
BBA HS 15/16 Voci Unit 12-28, mit englischer Definition, eingebaut in einem Satz + deutsche Übersetzung
Set of flashcards Details
| Flashcards | 352 |
|---|---|
| Students | 13 |
| Language | English |
| Category | English |
| Level | University |
| Created / Updated | 21.10.2015 / 30.11.2017 |
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brand loyalty
the degree to which people continue to buy a brand
Markentreue
brand awareness
the degree to which people know about a brand
Markenbekanntheit
brand identity
what a brand means, represents
Markenidentität
brand recognition
the degree to which people reconize a brand
Markenwahrnehmung
brand equity
the value of a brand to its owners, as sometimes shown of a firm's balance sheet
Markenwert
A firm can position a brand by emphasizing its characteristics and benefits in relation to other brands.
This is brand positioning.
Eine Marke positionieren
A company can position its products in a particular way in relation to each other and/or to competing products.
Products positioning
Produkte positionieren
Or it can position itself in relation to other companies.
Das Unternehmen positioniert sich selbst.
This can be represented on a positioning map.
Positionierungskarte
Differentiation is when a company designs a product in a way that distinguishes it form competitors' brand.
Spezialisierung/Abgrenzung
By showing these authentic scenes, the airline wanted to differentiate itself as genuinely more caring towards customers, more human, etc.
differenzieren, unterscheiden
A flagship brand is the most important brand owned by an organization.
Flaggschiffmarke
A generic brand is one used on a variety of different products.
Gattungsmarke
Brand stretching is wehen a company uses an existing brand name for new types of product.
Brand extension
Markenerweiterung
Consumers are expected to associate some of the same charateristics with the new product.
In Zusammenhang bringen
Brand stretching can lead to brand dilution
Abschwächung der Markenwirkung
And this can damage the core brand.
main brand
Hauptmarke
We started to get inquiries from Asia so we appointed agents there who could help us with indirect export.
found and used agents
Agenten einsetzen
They represented us and sold our machinery.
repräsentieren
These exclusive agents each had their own sales area.
The agent in each area was the only person allowed to sell our products there.
Verkaufsgebiet
Then we started licensing our production techniques to companies abroad.
We sold them the rights to manufacture our fork lifts unter licence for their markets.
lizensieren
We sold them the rights to manufacture our fork lifts under licence for their markets.
Herstellungsrechte
We sold them the rights to manufacture our fork lifts under licence for their markets.
Unter Lizenz
In China we had a licensing agreement with a company to produce and market our fork lifts there.
Licensing arrangement, licensing deal, licensing pact
Lizenzvertrag
But in India, we signed a joint venture agreement witha n estabished materials handling company who knew the market well.
Joint-Venture-Vertrag
The agreement worked very well for five years, but then we decided to make a direct investment in India.
direkte Beteiligung
licence, license
Lizenz, lizensieren
We have global offerings as requirements in fork lifts are the same everywhere.
we offer exactly the same products all over the world.
weltweites Angebot
We treat the world as a homogenous market.
We don't need to adapt our fork lifts to individual markets.
einheitlich
Companies that do this talk, informally, about glocalization.
Glocalization (a portmanteau of globalization and localization) is a term that describes the adaptation of international products around the particularities of a local culture in which they are sold.
We don't need to adapt our fork lifts to individual markets.
anpassen
AFL is now a global brand.
globale Marke
