ESL Podcast 208 - Corporate Image

expansion - to become larger; to spread from one area to other areas

The expansion of the company from telephones to computers has required the hiring of many new employees.

corporate image - the way people see a company

The financial problems the company has had will probably negatively affect their corporate image.

brand - a type of product made by a company that is given a specific name

I recommend this brand if you want to buy some high quality luggage.

brand loyalty - preference for a brand; usually means that someone will continue buying a specific brand

Our company hopes that with endorsement from major athletes, we will get customers to develop brand loyalty.

product image - the way people see a product that is made by a company

According to our company's research, we'll need to improve product image if we want to increase sales.

to reposition - to change a company's image for a new or bigger audience; to change position

If our organizations is to continue for another 100 years, we need to reposition ourselves as a leader in the field.

to lose sight of - to overlook; to forget

It's hard not to lose sight of my goal to lose weight when I see all of these delicious desserts!

end-user - the person who will use a company's products

The reports from our marketing department are important, but what I really want to know is what our end-users think of the new product.

registered trademark - a name, symbol (small picture), or thing used for identifying a product that has been legally registered with the government so that no one else can use it

We can't use the symbol with a circle with the line through it for our product because it's a registered trademark.

prestige products - the most expensive or respected products that a company makes

We build a lot of cars but this new sports car is our top prestige product.

household name - a product name that is popular or common and that most people know

You may not have heard of this brand yet, but in five years, it will be a household name.

to update - to bring something up to date; to add or change something so that it reflects current tastes or opinions

Have you updated our website yet with information on this week's events?

logo - a name or symbol (small picture) used by a company or organization to identify its products

I don't like wearing clothes with the company's logo on it.

to shape - to have influence on; to develop

One of my high school teachers helped me shape my plans for a career in music.

corporate identity - a company's name, logo, or tagline (or a phrase a company uses to say what their company represents); the way a company is seen by customers

We've hired a team of writers and designers to develop our new company's corporate identity.

logical next step - the next thing to do based on common sense; the obvious thing that should be done next

After you graduate from college, the logical next step is to try to find a job.