Individual or multiple branding, where businesses use a range of brand

names for a variety of products. For example, Procter & Gamble relies on this branding policy for its range of fragrances, including Hugo Boss, Old Spice and Giorgio Beverley Hills. Such branding allows the firm to develop brands for particular market segments.

Corporate or overall family branding, where all the firm's products are branded with the same name. Virgin, Kraft, Heinz, Microsoft and Ford employ this approach. This type of branding means that the promotion of one item will promote other products within the family. It can increase consumer confidence in the entire range, so increasing sales and profits.

-A mixture of corporate and individual branding, where products are given individual brand names but the corporate brand name is also prominent, e.g. Nestle and Walls.

How is a brand created?

A brand name should be snappy, to remember, unique and convey appropriate images

or values. In addition, popular brands are often supported by advertising catch phrases, such as 'A Mars a day helps you work, rest and play'.

Most organizations employ specialist identity and naming consultants to handle this creative process. Brand Guardians is one such company, and has named (among others) Baars' Maidwell margarine and Pillsbury Toaster Pockets. According to its director of intellectual property, the name is the first and greatest expression of the brand.

2. Find key words phrases and the topic sentences to express the general meaning of each paragraph.

61

3. Using the information obtained from the paragraphs make an outline of the

text.

Speaking

Speak about the importance of brand in a firm's marketing strategy.

Reading

1. Read the text for general comprehension.

MANAGEMENT INFORMATION SYSTEMS (MIS) SPECIALIST

Definition: MIS specialists oversee the deployment of computing and information services in large companies or organizations. The profession combines knowledge of data processing with an understanding of the information needs of organizations.

The work of the MIS specialist is a fairly recent development. As computers- especially personal computers (PCs) - became more widely available in the 1980s, astute business managers quickly saw how the flow of information from these new devices could prove critical to the corporation.

Tons of data have always been available; traditionally, large staffs of middle managers (accountants, group managers, financial analysts) were needed to sift through these mountains of data to extract the necessary information for top management. During the economic downturn of the early 1980s, when significant downsizing of corporate staffs began, the installed base of computers and telecommunications equipment suddenly made it possible for upper management to handle the data sifting process mare directly. Today, with the economy growing steadily, faster information delivery creates opportunities for businesses, even those far removed from "data processing" as the source of their income. With billions of dollars invested in computer and communications technology, highly sophisticated managers are needed to keep the data flowing.

Enter the MIS specialist. MIS experts need to be familiar with all facets of the computer world: micros, minis, mainframes, peripheral devices like printers, databases, application software, and communications networks. To this daunting array add telecommunications technology: private-branch exchanges (PBX's), satellites, and fiber-optic links. And this technological expertise must be combined with knowledge about business functions information needs: accounting, strategic planning, research, and production processes, for example.

MIS departments are still in a state of flux; given the adjustments they have to make to rapidly changing technology, this instability is likely to continue for years to come. Currently, entry-level positions carry titles such as database administrator, junior systems analyst, or documentation specialist. Some companies set up their

62

MIS departments strictly to handle computer hardware; others integrate computers

and telecommunications and handle software applications.

In business services, such as banking, insurance, and marketing, MIS involves a heavy dose of telecommunications. The banking industry's big push into automatic teller machines, which hook customers into their accounts without human (read, bank teller) intercession, is creating whole new types of banking services. Wall Street firms (and, indirectly, banks themselves) are enabling stock buyers to put through their orders in an electronic instant. All these customer services also create the opportunity to conduct nearly instantaneous market research - start an advertising campaign for a new financial service on Monday and by Friday you will know whether the program works as it needs alteration.

MIS is undergoing tremendous growth and change. Students who want to enter this dynamic profession can do so through computer science, information science, or MIS programs themselves. But count on a steady dose of retraining and extended study to keep up with the fast-paced technology.