Key terms
Date: 2015-10-07; view: 518.
Before you read
THE IMPORTANCE OF BRANDING
READING III
1.Choose the Russian equivalents on the right and English terms on the right.
| 1) brand awareness | a) óçíàâàíèå ìàðêè |
| 2) brand conviction | b) ìàðêà ðîçíè÷íîé ñåòè |
| 3) brand extension | c) ôàáðè÷íàÿ ìàðêà |
| 4) brand image | d) óáåæäåííîñòü â áðåíäå |
| 5) brand loyalty | e) ñìåíà ìàðêè |
| 6) brand recognition | f) çíàíèå ìàðêè |
| 7) brand switching | g) ïðèâåðæåííîñòü òîðãîâîé ìàðêå |
| 8) private brand | h) îáðàç òîðãîâîé ìàðêè |
| 9) manufacturer brand | i) ôèðìåííîå íàçâàíèå |
| 10) brand name | j) ðàñøèðåíèå áðåíäà |
2.Match the words on the left with their definitions on the right.
| B R A N D | 1) association | a) the process of making a particular brand of goods well-known by the public |
| 2) awareness | b) a measure of how well a particular type (brand) of product sells in a particular area compared to the whole country | |
| 3) building | c) using a successful brand name to sell new types of products | |
| 4) development index | d) 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 | |
| 5) conscious | e) the extent to which people recognize and value a particular brand | |
| 6) equity | f) a new product that is sold using an existing brand name | |
| 7) extension | g) the brand of product that has the largest number of sales among products of the same type | |
| 8) stretching | h) aware of the most fashionable or famous products and wanting to buy them | |
| 9) image | i) the support that people give to a particular brand of product by continuing to buy it rather than changing to other brands | |
| 10) label | j) 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 | |
| 11) leader | k) what people think of when they see or hear the name of a particular product | |
| 12) loyalty | l) what people think or feel about a particular product, company name or symbol (logo), etc | |
| 13) recognition | m) to what extent people know about and recognize a particular product | |
| 14) switching | n) 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 … .
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