Brand tribe; brand dilution; flagship brand; brand portfolio; copycat; brand extension;, brand image; brand revitalization; brand extension; brand awareness

Date: 2015-10-07; view: 2460.

o A company that owns a strong brand obviously wants to leverage it to sell as much as possible, but the very strategies used to purse this end often also bring the danger of [________].

o Particularly in today's market, consumers tend to view a [________] as an integral part of the product or service they are purchasing. They are not only buying the actual product or service, but the status, prestige and perceived benefits associated with the organization that is doing the selling - intangible qualities that differentiate the item of choice from all other similar offerings in the marketplace.

o Nokia is suing two Chinese handset makers which it alleges are making [________] devices.

o [________] is most commonly done by adding products closely related to those already sold using a particular brand.

o Managers seeking to strengthen consumer loyalty should seek to market brands in a greater number of segments, minimize competition within the [________], and foster higher quality perceptions of their brands in the minds of consumers.

o If members of the Lavazza [________] believe it to be a great coffee, then they might also place great faith in the Lavazza Company if it were to provide a guide to cafes and restaurants.

o Blimpie International Inc. said Monday it had embarked on a [________] program to transform the 1,600-unit chain from a "neighborhood sub shop" to a "contemporary deli."

o In doing calculations on cellular phone brands in Korea, the analysts found that simple [________] — getting the brand's name to pop up in consumers' minds—generates the largest return, followed by consumers' responding to the cachet of owning the brand.

o Asia Brewery Incorporated (ABI), the second-largest brewery in the country, has launched an integrated drive to revive its marketing for [________] Beer na Beer (BNB) in the Philippines.

o [________] is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses.

29. Fill in the gaps with appropriate phrasal verbs. Use the correct verb form.

1. The Commission is likely [________] against the takeover.

2. Surprisingly the high risk strategy [__________] for the company.

3. With the economy slipping into recession mortgages are hard [_________].

1. Should we use the surplus to cut taxes or [________] the national debt?

2. Their effort and patience [_________] when the contract was signed in the long run.

3. Over 1,000 workers will [________] if the factory closes.

1. The company [_________] its takeover plan last month.

2. The party promised [________] the government from areas where it has no useful role to play.

3. If you find another job with a company, just [_________] the money into the new retirement plan.

1. It gives us a chance [_________] some new theories.

2. We can [________] 5% if you pay in cash.

3. A month without rain had [_________] the entire crop.

1. Your tax allowance for capital equipment can be [_______] into the next financial year.

2. The Government [_________] the reforms in the face of considerable opposition

3. When irrigation has no [__________] system, the evaporating water deposits a gradual build-up of salinization, which is eventually damaging to plant life.

1. He decided to [_________] the failing business out of loyalty to his boss.

2. The government has [__________] the radical plan for economic reforms.

3. They [__________] the bank and stole tens of thousands dollars.

27. Solve the following crossword-puzzle

BRANDING