Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:English for Senior Students. Part 1. Учебное пособие
.pdf
UNIT 3
BRANDS
―We spend so much time
interacting with brands on a
regular basis that it‘s no wonder we
can equate them to people in our
lives. We meet, we fall in love, and
we settle down for life‖.
Eugene Yiga, knowledge manager,
Synovate Laboratories
_________ vocabulary _________
distinguish
v.
1. To see someone or something as different
from others.
e.g. The physics of elementary particles in
the 20th century was distinguished by the
observation of particles whose existence
had been predicted by theorists sometimes
decades earlier.
2. To see someone or something clearly or
distinctly. e.g. The photograph was poor
and few details could be distinguished.
3. To make oneself noticeably different or
better from others through accomplishments.
e.g. …young men who had distinguished
themselves in battle.
Task 1. Read and learn the following words and word
expressions.
51
source
n.
1. The person, place, or thing from which
information, goods, etc. comes or is
acquired.
e.g. They are trying to trace the source of
the trouble.
2. Spring, fountainhead, wellhead, any
collection of water on or under the surface of
the ground in which a stream originates.
e.g. We are following the creek to its source.
3. A reporter's informant.
e.g. The story was based on information
from a reliable source.
provide
v.
1. To make a living, earn money for
necessities.
e.g. How are you going to provide your
family being unemployed?
2. To determine the form of some
situations, by means of a stipulation or
condition.
e.g. The government can‘t provide all
young people with a job.
3. To give what is needed or desired,
especially basic needs.
e.g. Her work provides intellectual
satisfaction.
4. To make possible or attainable.
e.g. He provides us with an alternative
option.
enforce
v.
To give strength or force to, to affirm,
emphasize.
e.g. The victim was able to enforce his
evidence against the alleged perpetrator.
52
value
v.
1. To estimate the value of, judge the worth
of something. e.g. I will have the family
jewels valued by a professional.
2. To fix or determine the value of,
assign a value to, as of jewelry or art work.
e.g. They had gone to have their jewels
valued.
3. To hold dear. e.g. I value these old
photographs.
property
n.
A thing or things belonging to someone,
possessions collectively
e.g. The stolen property was not recovered.
lease
n.
1. A contract by which one party conveys
land, property, services, etc. to another for
a specified time, usually in return for a
periodic payment.
e.g. A six-month lease on a shop.
determine
v.
1. Cause something to occur in a particular
way or to have a particular nature
e.g. It will be her mental attitude that
determines her future.
2.Establish exactly by research or
calculation
e.g. The inquest is entrusted with the task
of determining the cause of death. The
point of our study was to determine what is
true, not what is practicable.
deceive
v.
1. Deliberately cause (someone) to believe
something that is not true, especially for
personal reasons
e.g. I didn‘t intend to deceive people into
thinking it was French champagne.
53
confuse
v.
1. Make someone bewildered or perplexed
e.g. Past and present blurred together,
confusing her still further
2. Make something more complex or less
easy to understand
e.g. The points made by the authors
confuse rather than clarify the issue.
prerequisite
n.
A thing that is required as a prior
condition for something else to happen or
exist e.g. Sponsorship is not a prerequisite
for any of our course.
mere
adj.
Used to emphasize how small or
insignificant someone or something is
e.g. Questions that cannot be answered by
mere mortals. The city is a mere 20 minutes
from some stunning countryside.
attest
v.
Provide or serve as clear evidence of
something e.g. His status is attested by his
becoming an alderman.
generic
adj.
Characteristic of or relating to a class or
group of things, not specific
e.g. Chèvre is a generic term for all goat‘s
milk cheese.
privilege
n.
A special right, advantage, or immunity
granted or available to a particular person
or group
e.g. Education is a right, not a privilege;
Mass noun e.g. He has been accustomed all
his life to wealth and privilege.
counterfeit
n.
Made in exact imitation of something
valuable with the intention to deceive or
defraud e.g. Counterfeit £10 notes.
54
vehicle
n.
A thing used for transporting people or
goods, especially on land, such as a car,
lorry, or cart
e.g. The vehicle was sent skidding across
the road a heavy goods vehicle.
infringement
n.
1. The action of breaking the terms of law
or agreement, a violation e.g. An
infringement of the rules.
2. The action of limiting or undermining
something e.g. The infringement of the
right to privacy.
eliminate
v.
Completely remove or get rid of something
e.g. A policy that would eliminate inflation.
consumer
n.
1. A person who purchases goods and
services for personal use e.g. Recession-hit
consumers are being lured by cheap prices.
Consumer demand.
2. A person or thing that eats or uses
something
e.g. Scandinavians are the largest
consumers of rye.
duplication
n.
The action or process of duplicating
something e.g. An attempt to avoid
unnecessary duplication of effort.
extend
v.
1. Cause to cover a wider area, make larger
e.g. The car park has been extended
2. Cause to last longer
e.g. They asked the government to extend
its period of deliberation.
Task 2. Discuss the following.
1. What are brands? Do we need them? Why? Why not?
2. What is the secret of a really successful brand?
55
3. Even successful brands are seen as just a product or a
Working in the context of ultra-famous brands like
Dior and Vuitton, creative spirits are always going to
feel reined in. It's important that they are free to develop
ideas. And rather than detracting from the principal
job, it reinforces it. I think of that money as venture
capital. It's not a big investment.
Bernard Arnault
A brand for a company is like a reputation for a
person. You earn reputation by trying to do hard things
well.
Jeff Bezos
Predictability, it turns out, is what makes a brand
fit with consumer expectations and keeps it profitable.
Robert Passikoff, president, Brand Keys, Inc.
I‘m not looking like Armani today and somebody else
tomorrow. I look like Ralph Lauren. And my goal is to
constantly move in fashion and move in style without
giving up what I am.
Ralph Lauren
Unless you have absolute clarity of what your brand
stands for, everything else is irrelevant.
Mark Bayness, Kellogg Co.
service. Do you agree with this statement?
4. Why do you think some people dislike brands?
Task 3. Agree or disagree with the quotations.
56
Brand choices are part of the clues that define
people in their own eyes of others. Brands are publicly
shared aspects of culture. Their power derives from the
shared public-ness of their various meanings.
Judie Lannon, editor, Market Leader
Task 4. Read and translate the text.
Brand or trademark is a word or words, a name, a design, a
picture, a sound, or any other symbol that distinguishes the
products of one particular firm or company from those of another.
A trademark also may consist of any combination of these
identifications. Most trademarks appear on the product, on its
container, or in advertisements for the product. A service mark
identifies the source of a service rather than a product. For
example, an electric company may use a light bulb as a symbol of
the service it offers. Other types of marks are those used by
professional or trade associations to show a firm is a recognized
member of the trade or association, and certification marks used
by associations to show that a product has been tested for quality
or safety.
Brand names provide an easy way to determine who makes a
certain product. They help consumers identify brands they liked
in the past so they can purchase them again. A trademark
represents the manufacturer's reputation, called good will, and
for this reason has a real economic value.
Most countries have laws that protect the rights of
trademark owners. A firm must establish its rights in each
country in which it seeks protection. Many governments allow a
company to register a trademark before using it. Some require
registration before any trademark rights can be enforced. A
registered trademark becomes the property of the person in
57
whose name it is registered. Once a trademark is registered, it is
an offence for anyone except the owner to use it, or to use a
similar one likely to deceive or confuse the public. Because a
trade mark is property, it can be leased to other manufacturers.
This is often done by one company to another manufacturing the
same or similar goods in a foreign country.
In most countries, registration is a prerequisite for ownership
and protection of the mark. In the United States, however, the
trademark right is granted by the mere use of the mark;
registering the mark provides the owner only with certain
procedural advantages and is not a prerequisite for legal
protection.
It is not necessary for the mark to be in use before a
registration application is filed, although most countries require
applicants to have a bona fide intent to use the mark after
registration. Formerly, the United States was one of the few
countries requiring actual use prior to registration. Under the
Trademark Law Revision Act of 1988, the United States permits
registration upon application attesting to intent to use the
trademark in the near future.
A trade mark may be lost to a company if the name is so well
known that it becomes a generic term for the product. Each
country has its own rules as to how trade marks are lost. In
some, the opinion of the general public is used; in others,
members of the relevant trade are consulted. Trademarks that
have become generic terms in some countries include Aspirin,
Biro, and Hoover. In the United States when a trademark
becomes a generic term in the public's mind (such as Aspirin,
Kleenex, or Linoleum) the courts may decide that the trademark
holder no longer has rights of protection. In other countries the
courts are not concerned if the mark is considered generic, and
the original trademark holder retains all rights and privileges of
the mark.
58
An international agreement, known as the Paris Convention,
gives protection to trade mark holders in member countries. They
receive the same protection for their trade marks in other
member countries as that country grants to its own trade mark
holders.
Counterfeiting is the unauthorized duplication of any object,
especially money, with the intent to defraud. The printing and
coining of money is the responsibility of national governments.
Agreements have been made between different countries to
prosecute counterfeiters of coinage of each other's countries. The
international organization of police, Interpol, takes a large part
in investigating international counterfeiters.
The manufacture of imitation brand-name goods, including
clothes, computers, and motor vehicle parts, is called trademark
counterfeiting or pirating. Some producers of the genuine article
have difficulty in protecting their intellectual property rights.
Counterfeit products are usually inferior to genuine ones.
Consumers are defrauded when they buy them, believing they
are getting the real ones. Governments of countries where
counterfeiting is common take measures to eliminate it. Failure
to do so may damage their trading prospects. When a question of
infringement (unauthorized use) of a trademark arises, the
primary legal question addressed in court is whether the accused
infringer's use of the mark is likely to confuse the purchasing
public. In most countries, including the United States, protection
against infringement extends to goods or services similar to those
covered by the registration. In countries following British law
(some 66 nations), an infringement action can, however, be
brought only for the precise goods identified in the registration.
For a long time the rights of a trademark could not be
transferred separately from the business to which it was attached.
Now, however, because trademarks are deemed property, they
may be sold, inherited, or leased, as long as such a transfer of
59
rights does not deceive the public. In most countries a public
notice of such a transfer must be given. A common form of transfer
is international licensing, whereby a trademark holder allows the
use of his mark in a foreign country for a fee. Often in such
instances the foreign licensee must meet certain product quality
requirements so that his use of the mark does not deceive the
consumer [4].
Ex. A. Find in the text definitions of the following
words:
1) assault
2) supposition
3) preceding
4) overall
5) pertinent
6) reproduction
7) deter
8) unfeigned
9) exclude
10) breach
Ex. B. Find in the text the equivalents of the following
words.
1) добросовестный
2) чеканка монет
3) обманывать
4) подлинный
5) ущемлять
6) уведомление
7) низший
8) удерживать
9) стремиться
10) предоставлять
60
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]