1.11 What is the brand?

A brand is a special trade mark, sign, symbol, design of the product that distinguishes it from other products. Products can have sub-brands. People have some beliefs and perceptions about a particular product, that is they have the brand image.

Consumers get used to some brands, and prefer to buy them. Some people drink only Nescafé, prefer mayonnaise produced by Moscow fat-producing plant (MZhK) and chocolate of Krasny Oktyabr factory and so on. In this case we can speak about brand loyalty, that is commitment to a particular brand, which people regularly buy.

Some brands have names of people. Tea brand Dilmah is composed of the parts of names Dilhan and Malik, sons of the tea producer.

Some brands have mistakes in their names. Brand of vegetable oil is called “Zolotaya semechka”, but according to the rules of the Russian language, it should be called “Zolotoye semechko”.

It takes up to ten years to create a brand in the West. In Russia it can only take two years. It is known that 80 to 90% of new brands fail within their first six months.

If a company gives the name of the brand to its other products it’s called brand-stretching. By putting their familiar trademarks on attractive and fashionable new products, companies can both generate additional revenue and increase brand-awareness. So there is Pepsi Maxwear, Camel watches and Cadberry jewellery. Brand-stretching is not always successful.

A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in almost every country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is. One of the possible solutions is that people in Scotland are more conservative and keep to their traditions.

One of the most successful brands in the world is the Barbie. Created in 1959, it targeted girls who wanted to have dolls which were like young women. Its unique selling proposition is that Barbie looks like a young woman, not a baby. Barbie has had seventy five careers — from astronaut to presidential candidate. In 1961 Ken, the man in Barbie’s life, was introduced. She has got little sisters and friends from different ethnic groups. Now there are 15,000 different items for Barbie. Costume variations and brand-stretching have been the key to her continued popularity. Her life cycle never ends. One Barbie is bought every two seconds.

(2025)

1.12 Job search

Job search is a long process which needs lots of time and effort. You can’t start it without a resume. You present the most important information about yourself in it: your background, your work experience, skills and special knowledge. You should write your objective too, that is what position you are aiming at.

With your resume drawn you start direct research. You study business magazines and newspapers and look for the companies that regularly hire in your field. You can send your résumé to these companies. Employment and recruitment agencies are aimed at assisting you in finding a job. State employment agencies are funded by state labour departments. The most effective way to use their services is to visit the local office. Only employment agencies and some recruitment agencies will actively market you to a large number of companies. The most part of recruitment agencies only present the credentials on the existing position.

It is useful to visit job fairs and career days, ask your family, relatives, friends, neighbours and acquaintances to help you in job search. You can use web pages on Internet, such as www.jobs.ru and other special web sites.

Interview is an important part in your job search. It is important to make a good impression and to wear proper clothes. Make sure your shoes are clean, well polished and in good condition. Don’t fiddle with your hair, your hands or your clothes, don’t cross the arms. Sit up straight. Keep long hair under control, don’t wear too much jewelry. Try to keep eye contact with the key person in the meeting. It is not proper to ask about the salary at the first interview or criticise your former boss or company. It is not recommended to discuss personal or financial problems with the representative of the company. It is important to assure the company representatives that you are the right person for the position.

If you are offered a position, you can negotiate about the offer and ask about your salary. As you can see, the process of job search is rather difficult, but it can be a rewarding too if you get the position which you have been dreaming about.

(1777)