UNIT_1_addition_material 2 курс

3

UNIT I. BRANDS

II. COMPREHENSION

Ex.1. Answer the questions to the text above:

1. What are the main attributes of the uniqueness of brands?

The uniqueness of a brand comes from its physical characteristics (e.g. the taste and unique ingredients of Coca-Cola), plus its image (i.e. its logo, advertising, etc.) – which are usually created by the manufacturer through advertising and packaging.

2. What is the usual symbolic construct of a brand?

This symbolic construct typically consists of a name, identifying mark, logo, visual images or symbols, or mental concepts, which distinguishes the product or service.

3. How to create a brand name and sustain it?

The trademark begins, as a rule, with marketing studies, which is recognized to realize, if the goods are in great demand in the market and what their real prospects are.

One can become the owner of the trademark following two ways: to create it or buy it that sometimes means “to swallow up” the company – the owner of the mark.

4. What is brand equity?

When a brand has accumulated a mass of positive sentiment among consumers.

5. What is the history of branding?

6. Why is the concept and implementation of brands criticized by antiglobalists, employees, and shareholders?

Criticism of the branding also comes from within corporations, with some employees becoming frustrated by being limited by overall brand strategies that restrict what they can say, how they say it, and what pantone colour to say it in.

III. LANGUAGE

Ex. 1. Match the branding terms and word combinations with their definitions:

2. brand image - n. how a brand is perceived in the minds of customers and what they associate with it

4. brand positioning - l. how a product is similar to that of a competitor

5. brand equity - q. the value that a brand name and symbol adds to a product of service.

6. brand loyalty - m. the result of a customer’s decision to always buy a particular brand

7. brand name - v. a word, phrase or symbol that represents a company or identifies a product and is registered to protect against its use by another party. A brand name that acquired legal protection becomes a trademark

8. premium brand - p. the brand which costs more than other products

11. corporate branding - z. when a company’s name is used as a product brand name

13. individual branding - w. the marketing strategy in which every product in a company’s range has its own brand name

14. co-branding - r. when two or more brands work together to market their products

21. to stretch a brand - j. to use an existing brand name on a different type of product, hoping that people will buy it because they recognize the name

22. to sustain a brand - a. to make it stronger by giving support to it

23. to launch a brand - e. to make a new brand available for the first time

24. to rejuvenate a brand - b. to make a brand effective again by bringing new ideas

25. to reinforce a brand - c. to support a brand especially with money, power, or influence

26. to develop a brand - g. to help a brand to develop

Ex. 3. Insert prepositions:

1. Before being introduced into the market a product should undergo market tests.

2. She was prepared to go to court for the company to get compensation for damage.

3. They don’t see the point in tampering with a system that has worked fine so far.

4. The jewel thief was taken to the police station where a charge of robbery was leveled with him.

5. So many people rushed for the bus that people could hardly get off.

6. I always associate the smell of those flowers with my childhood.

7. His income is derived from several different businesses.

8. The drugs had been tampered with and the pharmaceutical company was accused of fraud.

9. There is growing concern with the effect of pollution to health.

Ex. 4. Match the two parts of these expressions used in the texts above:

1 – e

2 – b

3 – j

4 – k

5 – a

6 – f

7 – d

8 – h

9 – c

10 – i

11 – g

Ex. 5. Finish this description about “branding” using the words below:

Differentiate, trust, slogans and logos, associate, value, loyalty, awareness, guarantee

Branding

As a key marketing component, branding uses slogans and logos to differentiate a product or service from its competitors. Customers associate a brand name with quality and value.

Branding should guarantee the highest standards for customers. This creates brand loyalty and brand awareness where the consumers trust the product and services.

Ex. 9. Translate the sentences into English:

1. Copyright interest is property rights enforcement and most countries have laws, which prevent breach of property rights and pats.

2. The main principal of most companies are brands now, that’s why costumers when become these companies’ owner they have to pay much more for fictitious assets than for equipment, machine and other tangible assets.

3. Brand profile provides stabilized competitiveness to business and it’s powerful agency to advise goods and services’ prices.

4. Counterfeit production’s issues conduct to financial profits of brand’s legal owner.

5. There are several measure how to appraise brand competitive. It is reliability, stability, conformance testing, service simplicity, useful properties, service properties, etc.

6. High services level is important supporting brand image, that’s why companies pay more and more attention to teach staff how to service clients effectively.

IV. ACTIVITY

Ex. 1.

McDonald’s – fast food restaurant.

• What is the brand name?

Brand name is McDonald’s

• Is it a power brand?

Yes, it is very popular among people.

• What do you think is the brand essence?

It is fast food restaurant, where people can eat for little time. It has its own technologies and brand dishes.

• What is your image of the brand?

It is valuable for money, popular, good quality, tasty.

• Can you describe the brand parity and its positioning?

It is one of the most popular fast food restaurants, which, I consider, takes the first place. Another ones are Rostics KFC, Kroshka-Kartoshka, Sbarro.

• Can you say how the brand creates and maintains loyalty?

I think people eat there very often, especially children. So it has very stable loyalty.