Choose the most appropriate extract (A-G) to fill in each of the gaps in the text above.

1. This is the way that you talk about your business.

2. Forty percent of people better remember what they see as opposed to what they hear or read.

3. Many enterprises will also put together an advertising and/or public relations campaign to spread the word about their brand and to gain some brand recognition.

4. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people.

5. Customer service is a part of a company's brand that's often overlooked, because it's not seen as a part of an advertising or marketing campaign.

6. If your thoughts in all of these areas aren't clear, concise, and well-put, then you can't hope to effectively direct your customers' thoughts about your business.

7. Since, in its' simplest definition, a brand is created in your customers' mind - from their perspective and experiences, it may seem that there isn't a lot that you can do to shape or control the outcome.

2. Look at the adjectives below and write down a company or product you associate with each one. Then compare results with your partner. Did you write the same companies/ products?

Reliable ____

Easy to use_____

Luxurious _____

Good value for money _____

Unusual _____

User friendly _____

Trustworthy ______

Innovative______

How many expressions with brand do you know? Match the terms in the box with their definitions

1. What a brand is called.

2. How much people are aware of a brand.

3. What a company wants people to think about a brand.

4. What people actually think about a brand.

5. When a product doesn’t fit the company’s brand.

6. The value (either monetary or not) that a brand adds to a product or service.

7. When people like a brand and buy it again and again.

8. When a product or service is associated with a brand.

9. When an existing brand is used to support a new range of products.

10. When a component of a product becomes a brand in its own right (e.g. Intel in PGs).

Complete the sentences with the words above:

1. When several companies market a similar product, it is important that the _____be clearly seen on the packaging and easily recognizable.

2. A brand name that has been around for some time, and is seen as reputable, will generally develop_____.

3. _____ allows the new product to benefit from the older product's established reputation.

4. Because ______is considered the first step in the sale, the primary goal of some advertising campaigns is simply to make the target market aware that a particular brand exists.

5. A basic _____ kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a Web site, brochure, folder, flyer, etc.

6. ______permits companies to charge premium prices for products and services, contributing to increased profit margins.

7. ______is based on the proposition that consumers buy not only a product (commodity), but also the image associations of the product, such as power, wealth, sophistication, and most importantly identification and association with other users of the brand.

8. _____a product sold inexpensively under a relatively unfamiliar brand name and often considered inferior to better known brands.

9. In ______ the supplier of a key component or ingredient used by a good number of suppliers of the end-product wishes to guarantee its own position by promoting that component or ingredient as a brand in its own right.

10. If you can create effective _____, then over time the image of quality in your business will usually go up.

Date: 2015-12-24; view: 1218