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Case Study – Branding and Marketing
Part 1: What’s the Difference Between Branding and Marketing? Many people confuse branding with marketing, but they serve distinct purposes in a business strategy. While marketing is about promoting a product or service, branding is about shaping its meaning and identity.
Part 2: Crocs – The Art of Selling Ugly
Crocs, Inc. is an American footwear company based in Broomfield, Colorado, that manufactures and markets the Crocs brand of foam footwear. Born as a simple boat shoe, today Crocs can be found across the globe. Watch the video about the company’s marketing strategy and answer the questions.
Vocabulary:
clogs: (n.) a shoe with a thick (usually wooden) sole
revenue: (n.) income, especially for an organisation
recession: (n.) a period of temporary economic decline
rejuvenated: (adj.) having being given new energy or life
to raise eyebrows: (idiom) cause surprise or mild disapproval
coveted: (adj.) greatly desired
bounce back: (idiom) to quickly recover after a difficult situation.
