Branding

By Lesley Wilson

Branding is the 1) pro_ess through which the product is given a name to 2) disting_ish it from the range of other products on 3) of__er. The name can be given to a 4) _hole range of products, thus 5) identif_ing them with a certain producer, or be given to individual products even 6) thoug_ they 7) ori_inate from the same stable.

There may be several 1) _______ why a firm is keen to differentiate a number of brands within the same 2) ________range, to appeal to different market 3) _______ or simply to capture those 4) ________ who like to switch brands, to 5) ________ more shelf space in retail outlets, and, in the case of firms such as Proctor & Gamble, as a means of structuring the organization around brands to 6) _______ healthy internal 7) _________.

A relatively 1) (most recent, recent) development in branding has been the growth of "generic" or "own" brands. These can 2) (be find, be found) especially in the major retail stores such as Sainsbury, Safeway, and Tesco. A generic is a product that 3) (is, are) sold under the brand name of the retailer and applies to all kinds of products. It may in fact be identical to a nationally known brand on the same shelf, but is generally sold at a 4) (more cheap, cheaper) price to appeal more to the price-conscious shopper. In some cases generics 5) (have acquired, has acquired) a brand image that goes beyond price and value to indicate real product quality. Marks & Spencer deliberately 6) (promoting, promote) this image with their own generic name "St. Michael".

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From The Economist

17.02.2009

Factors of Productions

By Tom Kidd

Economists find it useful to divide 1) reso_rces into four 2) categor__es which they call land, labour, capital, and entrepreneurship. Collectively these are 3) refe_ed to as factors of 4) prod__ction. Land 5) compr__ses everything commonly called natural resources. It includes the 6) su__face of the Earth itself and all the other resources 7) prov__ded by nature such as minerals, waterfalls, and trees.

The nation's 1) ________ endowment of land is inherited from the past. This inheritance can be 2) _____ now and passed on to the future. Some resources are 3) ________. If they are used now, they will not be 4) ______ in the future. Examples are oil and coal 5) ______. 6) ______ resources are renewable. They can be used today and, under appropriate 7) ________, can also be used in the future.

Modern production techniques often 1) (involves, involve) recycling waste products which can 2) (reduce, reduced) the depletion of natural resources. For example, paper 3) (is manufacturing, is manufactured) from pulp derived from softwood, so that salvaging wastepaper conserves conifer forests, while recycling glass in the bottle banks which we see around us preserves sand, limestone and salt, as well as energy. Notice that renewable resources 4) (are, is) living things that will 5) (reproduce, be reproduced) themselves naturally, while non-renewable resources are inanimate things that, once removed, 6) (will have not been reproduce, will not reproduce) themselves.

Спеціальність: Право

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From The Lawyer

01.03.2007