Marketing vocabulary of the week: 'rebranding'

Rebranding is the process of creating a new identity for an existing brand by changing the name, logo, image, etc. of the product.

Example usage (extract from an email to a client from a potential distributor; the email discusses how an olive oil producer might break into a new overseas market):

"We would probably need to carry out some significant rebranding and consider new packaging and labeling."

Taken from Cambridge English for Marketing, Unit 4 (International Customer Communications).

Marketing vocabulary of the week: 'qualitative' vs. 'quantitative' research

Qualitative research focuses on attitudes and opinions, while quantitative research involves the gathering and analysing of measurable data.

Example usage (extract from a market research outline):

"We would like to focus most of our time on field research, both qualitative and quantitative. We recommend beginning with a series of focus groups. ... We will then follow this with an online survey aimed primarily at existing customers. We will use this survey to find out more about purchasing patterns and expectations."

Taken from Cambridge English for Marketing, Unit 5 (Market Research).

Marketing vocabulary of the week: 'positioning'

Positioning involves identifying the place in the market for a particular product or brand.

Example usage:

Scott: ... I’m not so sure about that. I think it sends a mixed message: we make a great car, which happens to be green. We don't make a green car which happens to be great. Do you see what I mean?

Jessica: Yes, I see. It’s about positioning, isn’t it?

(Taken from Cambridge English for Marketing, Unit 3 [Marketing plan 2: strategy and tactics])