Экзамен 3 курс / Англ эк / Brands

Brands.

1. What is a brand? Brand awareness? Brad stretching? Brand loyalty?

2. Advantages of branding.

3. Name the world’s top ten brands and comment on the image and qualities of each.

4. What is the main problem manufactures face in term of brand protection?

5. Give examples of successful/unsuccessful brand promotion.

Brand – a name given to a product by a company so that the product can easily be recognized by its name or its design.

Luxury brand – a brand associated with expensive, high quality products

Classic brand – a famous brand with a long history

Brand awareness – the knowledge with consumers have of a brand

Brand image – the ideas and benefits which consumers have about a brand

Brand stretching – using a successful brand name to launch a product in a new category

Brand loyalty – the tendency of a customer to continue buying a particular product

Brand leader – the brand with the largest market share

Brand manager – the person responsible for planning and managing a brand product

A brand can be a name, a term or a symbol. It is used to differentiate a product from competitors’ products. The brands guarantee a certain quality level. Brands should add value to products. It’s a synergy effect whereby one plus one equals three. But customers must believe they get extra value for money. We need new brands because customers want new brands. They want choice. They want a selection of different products. They like to rely on the quality levels guaranteed by the company. They like to trust products. It makes shopping so much easier for them.

The ten top brands are again Coca-Cola (1st), Microsoft (2nd), IBM (3rd), GE (4th), Intel (5th), Nokia (6th), Toyota (7th), Disney (8th), McDonald's (9th), and Mercedes (10th). American brands continue to dominate the ranking, taking seven of the Top Ten places and represented by a total of 51 brands. Newcomers to the 100 most valuable brands are Lexus and Burberry. Hertz and Heineken have dropped out of the ranking. "The Best Global Brands" are the 100 most valuable global brands with a brand value of over $2.7 billion.

Walk into a street market anywhere someone will be selling branded clothes. If the price is very low clothes are probably fakes. CK has for a long time problems with counterfeiters. The better known the brand name, the more people want it rip it off. Now CK is building up its fashion business in other countries. I has restructured its licensing arrangements by signing long-term deals with partners for such regions as Europe and Asia, rather than giving licensing rights to individual countries. The fake goods not only reduce the company’s own sales but damage its brand image by with its poor quality.

McDonald’s had a six-week promotion costing $320 million. It offered a Big Mac for $0,55 instead of $1,90. When the customers were at the cash register, they found that they had to buy French fries and a drink at the full price to get the cheap burger.

Recently the Irish Tourist Board spent $100,000 developing a new logo to attract tourists to Ireland. The logo showed people with their arms outstretched(протянутые) in welcome. The new logo was part of a campaign to promote Ireland as a modern country offering good food and company. Tourism increased by 14% in four months.