Module 2 - Marketing and advertising
Unit 2.2 - Marketing applications: Branding and brand positioning


1. Summarise the text on page 64.

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2. Listen to a recording about brand awareness and complete the sentences.



1. Brand awareness describes the degree of of a product by its name.

2. A key step in promoting a new product or reviving an older brand is .

3. Awareness of a brand includes the qualities that distinguish the product .

4. Products and services with a high level of brand awareness tend to .

5. Consumers are more likely to buy rather than an unfamiliar one.

6. Coca-Cola and Pepsi to make their brands the ones consumers reach for.

3. Match the mission statements with their brands.

American ExpressLG electronicsTeslaDisneyIkeaNikeGoogleCoca colaLegoStarbucks
1. To refresh the world and make a difference. →
2. Become essential to our customers by providing differentiated products and services to help them achieve their aspirations. →
3. To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. →
4. Accelerating the world’s transition to sustainable energy. →
5. To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling. →
6. To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete. →
7. To inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time. →
8. To organise the world’s information and make it universally accessible and useful. →
9. To inspire and develop the builders of tomorrow. →
10. We wish to maintain our hard-earned reputation for bringing added value to the lives of consumers. →
3. Search the web for the mission statements of the social media given below.

3.1. Instagram aperta
3. Search the web for the mission statements of the social media given below.

3.2. Facebook aperta
3. Search the web for the mission statements of the social media given below.

3.3. Linkedin aperta
3. Search the web for the mission statements of the social media given below.

3.4. X aperta
4. Look at the picture of this brandpositioning of car brands and describe it.

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