Reference Vocabulary: unit 6 - Marketing and branding + additional tested vocabulary

English for Business & Economics 1, 2025 – 2026

product

what is being sold

price

how much it costs

place

where it is sold or distributed

promotion

how it is advertised or promoted

customer

a person or company that buys goods or services

consumer

the end user who actuallu uses the product or service

product/price range

the variety of products or prices a company offers

product lifecycle

the stages a product goes through from introduction to decline

product line

a group of related products offered by a company

branding

creating a distinct image or identity for a product or company

market segment

a subgorup of costumers with similar characteristics or needs

market share

the percentage of total sales of a company has in a market

niche market/product

a specialized, narrowly defined segment of a market with specific needs

product/celebrity endorsement

when a famous person promotes a product to influence sales

co-branding

two brands collaborating to create a product or campaign together

inbound marketing

attracting customers through content, social media and engagement rather than traditional advertising

branding

the process of creating a unique name, image and identity for a product or company

city marketing

promoting a city to attract tourists, businesses or residents

to lure

to attract or tempt someone often using appealing features

to enhance

to improve or make something better

to resonate

to have a strong effect or connection with people; to appeal emotionally or intellectually

customer base

the group of regular customers who buy a company’s products or services

compelling

very convincing or interesting; grabs attention

digital marketing

promoting products or services using online channels (e.g. social media, websites, email)

to attract

to draw interest, attention or people toward something

stimulating

exciting or encouraging interest or activity

to be distinct

to be clearly different or unique

promotion

activities to advertise or increase sales of a product, service or idea

public relations (PR)

managing communication between an organization and the public to build a positive image

social initiatives

projects or programs aimed at improving society or the community

to engage

to involve or attract people’s interest and participation

economic incentives

financial benifits designed to encourage specific behaviors (e.g. tax breaks, grants)

an influx (of talent)

a large arrival of skilled workers or specialists

rebrand

to change the image, name or identity of a company or product

reputation

the general opinion people have about a person, company or product

subsidies

financial support provided by the government to reduce costs or encourage certain activities

incentives

rewards or benefits offered to encourage particular actions

infrastructure

the basic physical and organizational structures (e.g. roads, buildings, utilities) needed for society or a business to function

to resonate

to have a strong effect or connection with people; to appeal emotionally or intellectually

to devise (e.g. a campaign)

to plan or create something carefully

scalability

the ability of a business or product to grow and handle increased demand

to scale down

to reduce in size, scope or cost

landscape

the overall view or environment of a market, industry or field

myriad

a very large number; countless

cornerstone

an important, foundational element of something

versatility

the ability to adapt or be used in many different ways

timeless

not affected by trends; lasting in value or appeal

intricate

very detailed and complex

to convey

to communicate or express an idea or message

legible

clear enough to read easily

brand recognition

how easily consumers can identifu a brand by its name, logo or features

fast-paced

happening quickly or with rapid changed

attention span

the length of time someone can focus on something without getting distracted

storefront

the exterior part of a store visible from the street

to transcend

to go beyond or rise above limits

unmatched

better than anything else; unequaled

the essence of

the most important or fundamental quality of something

logos

graphic symbols representing a brand or company

to brand

to create a unique identity or image for a company or product

a brand

the identity of a product, company or service including name, logo and reputation

with regard to

concerning or relating to something

marketing mix

the combination of factors (the four: Ps) used to market a product or service

to endure

to last over time; to continue despite difficulties

brand name

the name given to a product or company for identification and marketing purposes

prerequisite

something required beforehand; a necassary condition

connotation

the implied or associated meaning of a word or symbol, beyong its literal meaning

trademark

a legally registered symbol, word or name representing a company or product

aggressive

forceful, determined or competitive in approach

boundaries

limits that define what is acceptable or allowed

to underestimate

to judge something as smaller, less important or less capable than it really is

principle/s

fundamental rules, beliefs or values guiding behavior or decisions

marketing savvy

skill and knowledge in understanding and using marketing strategies effectively

memorability

the quality of being easily remembered

USP (Unique Selling Point)

the feature or aspect of a product or service that makes it stand out from competitors

target audience

the specific group of people a product, service or campaign is aimed at

slogan

a short, memorable phrase used in advertising to convey a brand’s message or appeal

brand identity

the visible elements of a brand (name, logo, design, colors) that distinguish it and convey its values

tagline

a short, catchy phrase that communicates the essence or promise of a brand