Text 3

Exercise 1. Read the text about a brand manager.

The work of a brand manager is difficult. His /her duties are varied. They must increase the popularity of brands among target customers, conduct in-depth consumer analysis which determines the image/demand of a brand. They must also attend trade fairs, exhibitions and conferences to promote brands, analyze competitors and identify their Strengths, Weaknesses, Opportunities and Threats.

Brand managers must have good sales and marketing skills. They receive a job if they can work effectively and can lead a brand’s PR campaign.

Exercise 2. Match the words (1-6) with their translations (A-F).

1. threat

2. target customer

3. consumer

4. demand

5. strength

6. competitor

7. weakness

8. opportunity

1. угроза, риск

2. конкурент

3. спрос

4. целевой покупатель

5. сила, преимущество

6. слабость, недостаток

7. возможность

8. потребитель

Exercise 3. Find in the text the words which mean

1. different

2. all-round

3. productively

4. lead

5. choose

6. find

7. experience

8. a model

Exercise 4. Say whether these sentences are true or false. Use the phrases:

That’s right. That’s correct. That’s true.

It’s false. It’s incorrect. It’s not true.

1. The work of a brand manager is easy.

2. A brand manager’s duties are different.

3. Brand managers must ensure that brands are more popular with their target customer.

4. The all-round consumer analysis must determine the image/demand of a brand.

5. Brand managers mustn’t attend trade fairs, exhibitions or conferences.

6. Brand managers can identify the Strengths, Weaknesses, Opportunities and Threats of their brands.

7. Brand managers must have experience in marketing.

8. Brand managers must know how to lead a brand’s PR campaign.

Exercise 5. Answer the questions about the text.

1. Is the work of a brand manager easy or difficult?

2. Must brand managers increase the popularity of brands among target customers?

3. How can they determine the image/demand of a brand?

4. What must they attend?

5. Why must brand managers attend trade fairs, exhibitions and conferences?

6. Must they lead a brand’s PR campaign?

7. What kind of skills must brand managers have?

8. What kind of people can work as brand managers?

Exercise 6. Read the dialogue. Reproduce the dialogue in pairs.

• Jack, I want to be a brand manager.

• Oh, it is a difficult job, Steve. You must have good skills.

• What skills must I have?

• You must have experience in sales and marketing.

• What does the work of a brand manager include?

• Well, brand managers must know how to increase the popularity of brands among target customers, analyze competitors and identify Strengths, Weaknesses, Opportunities and Threats of their projects.

• I can make a brand popular with the customers, but I can’t work with competitors.

• Well, it isn’t easy. You must study hard.

Exercise 7. Work in pairs. Ask each other questions about a brand manager’s responsibilities. Can you work as a brand manager?

Exercise 8. Translate the text about a brand manager’s job from Russian into English.

Работа бренд-менеджера нелегкая. Она важная и уважаемая. У бренд-менеджера много обязанностей. Он занят каждый день. Он должен ходить на выставки, ярмарки и конференции. Он должен работать с потребителями и конкурентами. Он должен проводить анализ достоинств, недостатков, возможностей и угроз своих проектов. Он не может делать ошибки. Он должен быть умным и быстрым.