Ex.17. Fill in the blanks to complete the article about branding. Use the given phrases. Choose one phrase for each sentence.

1. … moved the production of many household items

2. … to differentiate them from those of other sellers

3. … relevant to the target audience

4. … to differentiate one person's cattle from another's

5. … slogans, mascots, and jingles

6. … valuable asset

7. … "branding"

8. … command higher prices

9. … the more expensive branded product

10. … resemble each other

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and _______________________”. A strong brand is invaluable as the battle for customers intensifies day by day.

Branding was adopted ____________________ by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising.

Although connected with the history of trademarks brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods.

Industrialization ___________________, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of "brand" to that of trademark. Companies adopted ________________. Manufacturers quickly learned to build their brand's identity and personality, such as youthfulness, fun or luxury. This began the practice we now know as ____________today, where the consumers buy "the brand" instead of the product.

A brand is often the most ______________ of a Corporation. The word "brand" is often used referring to the company that is strongly identified with a brand. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.

Proper branding can result in higher sales of not only one product, but of other products associated with that brand. Careful brand management seeks to make the product or services _______________.

A brand which is widely known in the marketplace acquires brand recognition. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also _______________. Where two products________________, but one of the products has no associated branding (such as a generic, store-branded product), people may often select ___________ on the basis of the quality of the brand or the reputation of the brand owner.

Ex.18. Find in the article words with the following meaning:

1. A symbol that is used to identify a company and that appears on its products.

2. A person, animal or object used as a symbol to represent group (such as a sports team) and to bring good luck.

3. Something that is owned by a person or company.

4. A short song that is easy to remember and that is used to help sell a product on television or radio.

5. Not sold or made under a particular brand name.

6. A category of products that are all made by a particular company and all have a particular name.

7. A mark that is burned into the skin of an animal (such as a cow) to show who owns the animal.

8. Very useful or helpful, worth a lot of money.

9. A badge or sign which shows that a person is a member of a particular group or has a particular rank.

10. To send something to a customer.

Ex.19. Give the main ideas of the article.

Ex.20. Go to http://en.wikipedia.org and find out what elements brands are made up of. Tell the group about what you have found out.

Ex.21. Choose a well-known brand and analyze its elements.

Ex.22. Role-play. Your partner is a brand designer. You ask him to help you create a new brand of shampoo. He gives you valuable advice.

U N I T 5

Human Resources

Ex.1. Discuss the questions.

What do you know about the work of a personnel manager?

Who can work as a personnel manager? Speak about education, work experience, personal qualities.