REBRANDING

Date: 2015-10-07; view: 483.

Task 4: Complete the text with the best

Task 3: Look at the eight word partnerships with the word brand. Match them to the definitions below and translate them into Russian

luxury brand

classic brand

brand awareness

brand image

brand stretching

brand loyalty

brand leader

brand manager

1A brand associated with expensive, high quality products

2 The person responsible for planning and managing a branded product

3 The brand with the largest market share

4 A famous brand with a long history

5 The ideas and beliefs which consumers have about a brand

6 The tendency of a customer to continue buying a particular product

7 Using a successful brand name to launch a product in a new category

8 The knowledge which consumers have of a brand

Rebranding is the ………….. (1) of a new name, term, symbol, design or a combination of them for an established brand. Rebranding is not just a change of visual identity, it should be part of an overall brand ……….. (2) for a product or service.

This may involve radical changes to the brand's ……… (3), brand name, image, marketing strategy, and advertising themes. These ………. (4) are typically aimed at the repositioning of the brand/company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand upmarket. However the main reason for a re-brand is to communicate a new ………… (5) for a company.

………… (6) can be applied to new products, mature products, or even products still in development.

Vocabulary: