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Date: 2015-10-07; view: 472.
BRANDING AND ADVERTISING
UNIT 5
Assignment 16
Translate the sentences from Russian into English. Write your translation in the space opposite the original sentence.
| Первыйномер (issue) «Уолл Стрит Джорнал былопубликован 8 июля 1889 года. | |
| К сожалению, в 1961 году отель «Максвел Хаус» загорелся и был разрушен. |
| Какие вопросы обсуждали, когда мы вошли в зал? | |
| Джоэл Чик понял, что им создан новый сорт кофе. | |
| Избран новый президент компании. | |
| Посмотри на того покупателя! Сейчас ему продают самую дорогую модель «Бентли». | |
| Он сказал, что раскупили все привилегированные акции. | |
| В то время компанией Форда, выпускались 1,000 машин марки «Модель Т». | |
| К 1924 году цены на машины были снижены. | |
| Международный валютный фонд (the International Monetary Fund) был основан в 1944 году. | |
| Она заметила, что использовали (to make use of) разные подходы. | |
| О нем никогда не заботились. | |
| В данный момент этот товар очень рекламируют. | |
| За служащим послали несколько минут тому назад. | |
| Когда-либо обсуждали эту проблему? |
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products
TEXT 1: BRANDING
A brand is a name given by a business to one or more of its products. Branding gives products an identity that distinguishes them from similar products produced by rival firms. It helps to generate brand loyalty, encouraging customers to regularly purchase particular products. The demand for a product with strong brand loyalty tends to become less price sensitive, meaning that price can be increased without losing much demand. Selecting a brand name is therefore a very important part of a firm's marketing strategy.
Organizations can use a number of different approaches to branding:
- Individualor multiple branding,where business uses 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.
- Corporateor 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.
A brand name should be snappy, easy 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".
Vocabulary:
| identity | идентичность, подлинность |
| rival firms | фирмы-конкуренты |
| brand loyalty | приверженность бренду |
| price sensitive | быстро отражающийся на цене |
| individual branding | индивидуальный брендинг |
| corporate branding | корпоративный брендинг |
| mixture | смесь |
| snappy | энергичный, модный |
Comprehension questions:
1. What is branding?
2. What are the main approaches to branding?
3. Is branding really important nowadays?
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| Assignment 15 | | | Task 1: Complete this extract with the words below |