The importance of branding

Before you read

Key terms

1. Choose the Russian equivalents on the right and English terms on the right.

brand awareness	узнавание марки
brand conviction	марка розничной сети
brand extension	фабричная марка
brand image	убежденность в бренде
brand loyalty	смена марки
brand recognition	знание марки
brand switching	приверженность торговой марке
private brand	образ торговой марки
manufacturer brand	фирменное название
brand name	расширение бренда

2. Match the words on the left with their definitions on the right.

B R A N D	association	the process of making a particular brand of goods well-known by the public
	awareness	a measure of how well a particular type (brand) of product sells in a particular area compared to the whole country
	building	using a successful brand name to sell new types of products
	development index	the name given to a type of product or group of products by the company that produces or sells them, so that people will recognize them
	conscious	the extent to which people recognize and value a particular brand
	equity	a new product that is sold using an existing brand name
	extension	the brand of product that has the largest number of sales among products of the same type
	stretching	aware of the most fashionable or famous products and wanting to buy them
	image	the support that people give to a particular brand of product by continuing to buy it rather than changing to other brands
	label	when a customer buys a different brand of a product from the one they have usually bought in the past, or often buys different products
	leader	what people think of when they see or hear the name of a particular product
	loyalty	what people think or feel about a particular product, company name or symbol (logo), etc
	recognition	to what extent people know about and recognize a particular product
	switching	the financial value of a particular brand to the company that sells the product, based on how good people think it is, what people connect it with, etc

3. Complete the following sentences with the terms from Exercises 1 and 2.

1. We use a … for deciding how much to spend on advertising each of our products.

2. A low price can create negative … .

3. The newspaper is launching a $2 million … to build loyalty among occasional readers.

4. The campaign is designed to build … .

5. Teenagers are highly … .

6. Strong … allows us to keep our customers and increase our profits.

7. The telephone company’s new strategy includes … into IT products.

8. The company is trying to create a stronger … .

9. We are looking for a … for a new line of clothing.

10. ‘Lego’ is the … in construction toys.

11. Much of the advertising process is aimed at encouraging … among consumers, thus helping to grow market share for a given brand or set of brands.

12. Big companies can put their logo on a new product for instant … .

13. They had to spend a lot on advertising to create … .

Think ahead

There are about fifty brands in the world which generate one billion dollars’ worth of sale. The category with the largest number is the beverage industry. Four tobacco brands and three snack foods are also in the list. IT, diapers, soup, detergent, telecoms, chewing gum, film, and razors also feature. Can you name any of these brands? Which are the biggest ones in your country?

Text 3.4 Skim the text and make a list of the highlighted terms. Then read the text once more and do the tasks given in the concept check.