Text b global brands

(Reading for specific information)

Read the script of a seminar class finding out information on:

• the concept of a brand

• what a global brand represents

• what contributes to the spread of a brand-product

When translating the text make use of NOTES and an ABBYY Lingvo or any other electronic dictionary. Give special attention to the underlined Present Progressive Tense forms. Consult GRAMMAR GUIDE 3 for information about their meanings.

Teacher: Global brands are the topic of today’s seminar class. To be more exact, today’s topic is Big Brands companies which see the entire world as their market. How would you define ‘a brand’?

Student A: A brand is a type of product made by a certain company that has a particular name or design. For example, “I’m wearing Nike tennis shoes”. The world’s top corporate brand-names are Coca-Cola. Microsoft, IBM. General Electric and Ford. They are all from the USA.

Student B: I must say, more and more large Western and in particular American companies are spreading their goods to the four corners of the earth in search of new markets and, of course, bigger profits. Global branding is the key to success.

Teacher: Do you think that a ‘brand” is nothing more than a label, or name of a product, or a company? Why do customers want to buy branded goods?

Student C: I’m sure, a brand represents a set of values that the company, usually the multinational company, wants the consumers to associate with a product. Brand value is becoming increasingly important.

Student D: I agree with this idea of brand values. Besides, brand values go beyond the need for quality and durability of a product. Promoting a brand the company is actually selling a way of life, not just a product. The company and the consumer regard a brand as something that is very prestigious, as something that is the best. That is why the consumer remains loyal to this or that brand, continues to buy the brand-product. And that plays into the hands – and indeed the pockets – of the big multinational companies,

Teacher: The top companies’ market penetration is increasing. Brands are penetrating deeper into massive distribution networks. What contributes to this? What makes it easier?

Student A: I think aggressive advertising and globalization are contributing factors. All over the world people now watch the same TV channels, log on to the same websites, read and listen to the same news stories and advertisements. Companies operating globally are spending millions of dollars on advertising to build a powerful international image.

Teacher: Why do some people think that the relentless spread of big brand is posing a real threat? Of course, you know that by many people it is regarded as a possible danger?

Student E: Though a recognized brand-name may be an indication of quality as well as status, it has some disadvantages. It is quite possible to predict a future in which there will be no regional and cultural differences; young people will all dress alike, eat the same food, listen to the same music, drive the same cars, and drink the same drinks.

Teacher; You’re right. Removing cultural differences is sometimes more dangerous than making use of the advantages of the global market and the global brands. Thank you for participating in the lively discussion.

NOTES

1) particular/in particular	– особый / в особенности
2) a set of values	– набор/совокупность ценностей
3) durability	– срок службы / долговечность
4) to promote (a brand)	– продвигать на рынке / рекламировать
5) to remain loyal to smth.	– оставаться верным ч.-либо
6) market penetration	– завоевание рынка / проникновение на рынок
7) distribution network	– сеть товародвижения / распределения товара
8) to contribute to smth.	– содействовать, способствовать ч.-либо
9) relentless spread	– неослабевающее / непреклонное распространение
10) to pose a threat	– представлять собой угрозу / являться угрозой
11) to remove	– удалять, устранять
12) to participate	– участвовать (take part in …)

Exercise 10. Read the extract and answer the questions that follow.

Technological change and increased flows of trade and investment giving strength and support to globalization are making the world richer – but more unequal. Average global incomes are rising, but while East Asia has increased its share in global wealth, income per person has hardly changed in Africa. This failure to redistribute international income has contributed to the continued existence of poverty, and today there are more than 1.2 billion poor people in the world. Unfortunately, globalization is making the situation worse with national inequalities as well. Integration into the global market creates opportunities for those with skills, assets and access to markets. For those without – the illiterate poor farmers and unskilled workers – greater openness increases risks and dangers. Seventy years ago, the first wave of globalization caused the Great Depression, fascism and war, as markets unleashed forces that governments could not control. The challenge today is to develop institutions capable of managing markets to produce a more humane, just and stable economic order. The cost of failure is unthinkable.

1. According to the text, globalization: a) has increased national wealth, b) has helped eradicate poverty, c) has given greater opportunities to all, d) has only benefited the educated.

2. What is implied in the final paragraph? a) Governments cannot control market forces. b) Changes are necessary to avoid disaster c) The world economic order must change. d) A repetition of the past is inevitable. Adapted Source: Upstream Proficiency by Virginia Evans – Jenny Dooley