Google First 100 Billion Dollar Brand

Google just keeps (1)_________________ bigger. The search engine giant is not only the world’s biggest brand, it is also the first brand worth $100 billion. (2)_________________ market research firm Millward Brown shows Google has kept its position as the world’s most powerful brand. It valued the company at $101.4 billion. This is 25 per cent (3)____________________ rival Microsoft, which is the second most valuable brand. The “Top 100 Most Powerful Brands” report lists Coca Cola at number three, followed by IBM and McDonalds. Technology companies (4)_________________ the top ten. Google’s brand is helped because it is now also (5)_________________ use. It is (6)_________________ hear people say “Google it” when they want some information.

The report is the world’s (7)___________________ consumers and businesses think of brands. It says a brand name (8)_________________ business to grow. “A strong brand can help protect a business from risk, and position it for future growth,” it says. The authors (9)_________________ brand name is “the ultimate return on investment”. Joanna Seddon, chief executive of Millward Brown, told reporters: "In the current [economic] environment, brand has (10)___________________ important because it can help to sustain companies in tough times." Her report says brand (11)_________________, even through the recession: “The value of brands remains strong…the total value of the top 100 most valuable brands has (12)_________________ under $2 trillion.”

 

Task 2. Match the synonyms from the listening.

1. giant 2. firm 3. kept 4. helped 5. common 6. study 7. protect 8. return 9. current 10. remains

a. maintained b. present c. usual d. research e. company f. profit g. colossus h. stays i. aided j. safeguard

 

Task 3. Mark the statements as true or false according to the information from the audio.

1) Google is the world’s most valuable brand.

2) Google is named the world’s most powerful brand for the first time.

3) McDonalds is the fifth most powerful brand in the world.

4) “To Google” is now part of the English vocabulary.

5) A report says a company’s brand name is actually not that important.

6) The report says a brand name can help a company grow in the future.

7) The report says tough times help a brand to become more important.

8) The value of brands worldwide has decreased to just under $2 trillion.

 

Task 4. Think over the following and provide your arguments.

1) Give three examples of brands to which you are loyal, i.e. which you buy without giving it a moment’s thought. Why are you loyal to them?

2) Are there any products for which you have no brand preference or loyalty but are what marketers call a “brand-switcher”?

3) Can you think of any products for which the name of the brand is totally unimportant, so that you do not even notice it? (There may be some in your bag or briefcase.)

4) Give an example of a product line (a group of related products made by the same company). Think of clothes, cosmetics, food, and so on.

 

Task 5. Put the correct words written below into the article.

Company Logos

The world-famous credit card company Mastercard is (1)_____________________ its name from its company logo. It will follow the (2)_____________________ of Apple and Nike to have a logo that has a symbol only and no writing. Mastercard had traditionally used a logo that had overlapping yellow and red (3)_____________________ with the word "Mastercard" written over the top. The company has decided to (4)_____________________ the word "Mastercard" and use just the two intersecting circles as a wordless logo. The new logo will be used as the brand's symbol on credit cards and in stores, as well as on advertising at sports and (5)_____________________ events. The company's marketing officer said over 80 per cent of people spontaneously recognized the new (6)_____________________ without the word "Mastercard".

Mastercard conducted extensive research for more than 20 months on how recognizable the new logo would be without its name (7)_____________________ on it. The new logo is part of a wider strategy to transition from being a credit card company to a digital payments and financial services company. The world is now full (8)_____________________ instantly recognizable logos that (9)_____________________ no words. Apple's bitten apple logo and Nike's swoosh are (10)_____________________ examples. Most of the logos of apps on people's smartphones are just symbols. A design expert spoke about (11)_____________________ the effect of a small logo on a phone or watch. He said: "You're trying to optimize for a very small piece of real (12)_____________________ on a very small piece of glass.... A 10-letter name is kind of a monster."

1.	(a)	removal	(b)	removes	(c)	removing	(d)	removed
2.	(a)	likes	(b)	liked	(c)	likely	(d)	liken
3.	(a)	circulates	(b)	circles	(c)	circulars	(d)	circuses
4.	(a)	drab	(b)	drip	(c)	drape	(d)	drop
5.	(a)	others	(b)	the others	(c)	other	(d)	another
6.	(a)	symbolize	(b)	symbol	(c)	symbolic	(d)	cymbals
7.	(a)	being	(b)	been	(c)	be	(d)	begin
8.	(a)	at	(b)	in	(c)	on	(d)	of
9.	(a)	contents	(b)	container	(c)	contain	(d)	contains
10.	(a)	rhyme	(b)	crime	(c)	grime	(d)	prime
11.	(a)	maximum	(b)	maximizing	(c)	maximal	(d)	maxim
12.	(a)	estate	(b)	field	(c)	property	(d)	agency

 

Task 6. What do you think of these brands? Complete this table with your partner(s). Change partners and share what you wrote. Change and share again.

Brand	What makes it popular?	How to make it better?
Apple
Google
Coca Cola
McDonald’s
Chanel
Toyota

 

Task 7. Put the words into the gaps in the text.

Apple has (1)____________ Google to become the most valuable brand in the world. This is (2)____________ to the analysts Brandz, who (3)____________ their annual Top 100 ranking of the world’s most valuable brands. Apple’s brand is (4)____________ to be worth more than $153 billion. The tech company knocked Google off the number one (5)____________. Google had occupied the top spot for the previous four years. Apple’s new ranking consolidates its position as the top-(6)____________ technology company on the stock market. Apple’s success is due to the (7)____________ of its pioneering and market-leading products. It released its iPad in 2008 and the tablet has become one of the most popular (8)____________ on the planet. The Brandz ranking (9)____________ companies across the world, making everything from baby food to power plants, as well as (10)____________ services and telecommunications. It calculates its brand value by analyzing several factors, including the (11)____________ of a company’s balance sheet, the (12)____________ of customers, and prospects for future (13)____________. Apple has grown remarkably in the past decade with a series of hugely (14)____________ and popular products. Its brand value has increased by 859 per cent since 2006. Peter Walsh, a director at Brandz, said Apple’s success was due to the (15)____________ of its products. He said Apple had succeeded in becoming a luxury goods brand, making its products more desirable by increasing quality, (16)____________ and price.

valued estimated according gadgets overtaken position compile popularity   reliability financial loyalty desirability covers growth value iconic

Task 8. Mark the statements as true of false according to the article from the previous exercise.

1) Google was the number one brand until Apple overtook it.

2) An analyst put Apple top of a list of 1,000 companies.

3) Apple was number one for the four years before Google was.

4) Apple is also the top-valued tech company on the stock exchange.

5) The company Brandz only analyses technology companies.

6) Brandz looks at how loyal customers are when it makes its lists.

7) Apple’s brand value has grown over 800% since 2006.

8) Brandz said Apple had become desirable due to lowering its price.

 

Task 9. Match the words with their definitions.

1) brand essence	a) How a brand is perceived in the minds of customers and what they associate with it.
2) brand image	b) The result of a customer’s decision to always buy a particular brand.
3) brand parity	c) The part of the brand that can be expressed verbally as words, letters or numbers.
4) brand positioning	d) How a product is similar to that of a competitor.
5) brand equity	e) The most fundamental aspect of a brand. It is often possible to express this in a single word or phrase.
6) brand loyalty	f) How a brand is presented to differentiate it from a competing brand.
7) brand name	g) The use of the brand names from two different companies on the same product.
8) co-branding	h) The value that a brand name and symbol adds to a product of service.
9) trademark	i) The marketing strategy in which every product in a company’s range has its own brand name.
10) power brand	j) A word, phrase or symbol that represents a company or identifies a product and is registered to protect against its use by another party.

Task 10. Read the article about different types of branding and complete the exercises below.

Types of branding

Companies can adopt a range of policies to create a ‘brand environment’ to encompass their product and/or service.

Family branding

As the name suggests, this is a brand range that adopts the name of the company. This can be done regardless of whether the company is a manufacturer or service provider. Examples include Heinz, Virgin, Cadbury and Shangri-La Hotels.

Individual brands

These are products and services that stand alone, separate from their parent company. They possess a distinct individual identity, and the consumer might not know which company owns the brand. These individual brands will have their own brand strategies to compete within their own marketplace. One of the advantages of individual branding is that a parent company such as Procter & Gamble can have several individual brands competing within the same market segment for a share of that particular market. Having such brands ‘competing’ within the same segment can mean that the parent has a greater overall share of that market segment than its competitors, both individually and collectively.

Own-label brands

These are brands that are owned and marketed by retailers. They are also known as retailer brands, own brands, dealer brands, private labels, store brands and generics. The major UK supermarkets have, for instance, created a range of own-label brands encompassing everything from chocolate to washing liquids. These compete, normally on price, with the major-label brands such as Heinz, Cadbury and Kellogg’s. The aim of own-label brands is to build loyalty between the customer and the retailer, and to improve store margins.

Supermarkets do not manufacture own-label brands; instead they seek companies that have the experience of manufacturing specific products or ranges of products.

Euromonitor reported that in 2002 own-label brands of Over the Counter (OTC) medicines accounted for 6.4 per cent of the global market. The research contends that own-label brands have proved attractive (as a result of their lower price position) in markets where the national economy displays low growth and rising unemployment. Where there is a threat of unemployment and diminishing levels of disposable income, consumers will feel increasingly insecure. This will lead them to purchase lower-priced products, usually own-label brands. In such a competitive market, the major brands may retaliate by lowering their prices to compete on price, or maintain their position. In the latter case they are identifying a quality rather than a price position.

(Adapted from Foundations of Marketing by Jonathan Groucutt, pp. 132-4 © Palgrave Macmillan 2005)

 

Here are some words and expressions used in the text. Match each one to the correct explanation: A or B.

1. This can be done regardless of whether the company is a manufacturer or service provider. [Family branding, lines 2-4]

A. This can be done either when the company is a manufacturer or when it is a service provider.

 B. This can be done when we aren’t sure whether the company is a manufacturer or a service provider.

2. [Individual brands] possess a distinct individual identity, and the consumer might not know which company owns the brand. [Individual brands, lines 2-4]

A. The consumer is not supposed to know which company owns the brand.

B. It’s possible that the consumer won’t know which company owns the brand.

3. Having such brands ‘competing’ within the same segment... [Individual brands, lines 10-11] The word ‘competing’ is in quotation marks because:

A. The brands are not really competing with each other because only companies or people can compete with each other – not products.

B. The brands are not really competing with each other because they are manufactured by the same parent company.

4. Where there is a threat of unemployment and diminishing levels of disposable income, consumers will feel increasingly insecure. [Own-label brands, lines 20-22]

A. Consumers feel insecure when they think their income will start to go down.

B. Consumers feel insecure when they think they will end up having less money to spend after they have paid all their bills.

5. In such a competitive market, the major brands may retaliate by lowering their prices to compete on price, or maintain their position. In the latter case they are identifying a quality rather than a price position. [Own-label brands, lines 23-27]

A. Major brands competing with own brands can choose whether or not to reduce their prices.

B. Major brands competing with own brands have to reduce their prices in order to keep their market share.

Task 11. Branding project

As you know many companies successfully “brand” themselves to differentiate from their competition.

Successful branding will:

• deliver your company’s message clearly
• confirm your company’s credibility
• give your target market an emotional connection to your brand
• motivate the buyer to buy more of your products
• concrete User Loyalty over your competition

Your Tas k:

As a group of 2-3, you have the opportunity to create your very own “brand” of sports or entertainment product (it must be different from one you have already created). It could be sporting equipment, a sneaker, athletic attire, a video game, or a sports themed restaurant (other product types need prior approval).

Your brand will be presented to the class in the form of a poster along with an oral presentation. Your poster(s) must include:

· unique and recognizable brand mark (should include your brand name & explain function of product)

· Trade character (which relates to the image of your brand & uses the colors of your brand mark)

· Product Label. It must include:

o brand mark

o trade character

o trade name

o product guarantee

With the other leaders of your company, carefully make each of the following decisions for your brand:

1. What type/class of products does your brand make?

2. What type of branding are you using (multi-product branding/multi-branding/co-branding)? Explain WHY you chose this type.

3. What is the trade name (mother company of your brand)? (It can be real or fictitious.)

4. What is your brand name? Is it simple, unique, positive, previously unregistered, and able to last?

*Check www.uspto.gov to be sure your brand name isn’t already being used.

5. What will you use as your brand mark (logo)? You may or may not include your brand name in the logo, however it must illustrate the function of your brand’s products. Pay careful attention to the colors you include in the logo. Draw a rough sketch.

6. What will be your trade character (this character must be fictional and must relate to your target market)? What name will you give him? What will he look like? Draw a rough sketch.

7. What product guarantee will you offer with your product?

 

Unit 4

Business Correspondence

Questions for discussion:

1) What are examples of business correspondence?

2) What are major correspondence skills?

3) How often do you have to write an official correspondence?

4) Do you know the purpose of business correspondence?

5) Do we still write paper letters? If yes/no – why? What are the reasons that so many companies use email correspondence?

6) Why is it good to be polite and indirect in business emails? Find any example. On the other hand sometimes you need to be direct and brief. Think of any situation where or when?

7) Do you follow any instructions how to write properly? Do you use any “special” phrases, collocations etc.? Give the examples.

8) What are the main issues you solve in your email? Could you describe any ordinary email?

 

Task 1. As you know we usually structure a business email as follows:

1) Salutation

2) Opening line

3) Body of an email

4) Complimentary close (closing line)

5) Signature

Could you name examples of these?

Do you structure your emails differently?

Match a – q with 1 – 5.

a. Dear Sir or Madam                                        b. We would like to order 3 samples of...         c. Your order will be processed as quickly as possible.                   d. I look forward to hearing from you soon.      e. Our terms of delivery are...                            f. Best regards g. I would appreciate your immediate attention to this matter. h. Dr. Susan Berkley, Medical Clinic Ltd.         i. We are writing to confirm...        j. Feel free to contact me in case of...          k. Gentlemen                                                l. Thank you for your letter of... m. We regret to inform you... n. Yours sincerely o. Please send us your price list. p. Do not hesitate to contact me for further information. q. Robert Brown, Sales Representative

1. Salutation 2. Opening line 3. Body of an email 4. Complimentary close 5. Signature

 

Task 2. Work in pairs or groups. Decide which statements fit better to following – Requests (R) or Inquiries (I), Offers (Of), Orders (Or), Complaints (C), Letters of applications (LA), Apology (A), Notification (N), Confirmations or Acknowledgements (Co or Ac) and Delivery (D). Sometimes more than one is possible.

1) With reference to your advertisement in ABC Newspaper of 3^rd February I wish to apply for the position of Marketing Specialist.

……………………………………………………………………………………….………………………………………………………………………………………

2) We hope the consignment will reach you in good conditions.

……………………………………………………………………………………….………………………………………………………………………………………

3) Please note that our shop will be relocated to Upper Street 12.

……………………………………………………………………………………….………………………………………………………………………………………

4) We agree to your terms and are pleased to give you an order for...

……………………………………………………………………………………….………………………………………………………………………………………

5) We are sorry to inform you that your last consignment has not turned out to our satisfaction.

……………………………………………………………………………………….………………………………………………………………………………………

6) In confirmation of our telephone conversation...

……………………………………………………………………………………….………………………………………………………………………………………

7) We should be pleased to receive your latest catalogue.

……………………………………………………………………………………….………………………………………………………………………………………

8) We sincerely apologize for any inconvenience this has caused. Thank you for your continued business.

……………………………………………………………………………………….………………………………………………………………………………………

9) Parts of the goods were damaged during transport due to inadequate packing.

……………………………………………………………………………………….………………………………………………………………………………………

10) Our local chamber of commerce has kindly provided us with your address. We are producers of car components and are looking for an opportunity to do business with you.

……………………………………………………………………………………….………………………………………………………………………………………

11) We were very pleased to receive your order.

……………………………………………………………………………………….………………………………………………………………………………………

12) Thank you for your prompt response. Your comments and advice are greatly appreciated.

……………………………………………………………………………………….………………………………………………………………………………………

13) Detailed instructions regarding packing and shipping will follow. Insurance will be covered by us.

……………………………………………………………………………………….………………………………………………………………………………………

14) We offer our apologies for the inconvenience caused and hope you will give us an opportunity to regain confidence.

……………………………………………………………………………………………………………………………………………………………………………...

15) I want to inform you that our office will be closed from 18^th May to 28^th May.

……………………………………………………………………………………………………………………………………………………………………………...

16) We are pleased to advice that your order of 14^th June has been despatched by rail this morning.

……………………………………………………………………………………….………………………………………………………………………………………

17) Pricing depends on the size of your order.

……………………………………………………………………………………….………………………………………………………………………………………

18) I have had six years experience in consulting.

……………………………………………………………………………………….………………………………………………………………………………………

19) We apologize for the delay and will do our utmost to have the goods ready for shipment by 20^th September.

……………………………………………………………………………………….………………………………………………………………………………………

20) Please accept our apologies for the inconvenience caused by this oversight.

……………………………………………………………………………………….………………………………………………………………………………………

21) You will find enclosed our pro-forma invoice.

……………………………………………………………………………………….………………………………………………………………………………………

22) Please confirm as soon as possible that the date proposed for the conference is suitable, so that we can finalise the arrangements accordingly.

……………………………………………………………………………………….………………………………………………………………………………………

Task 3. Look at these softening phrases, match a – f with 1 – 6 to decide which statement could sound more formal.

a. Sorry for the delay...                                1. Could I have Friday off, please?

b. I will be happy...                            2. I am pleased to inform you...

c. Can I have Friday off?                    3. I apologise for the delay...

d. Unfortunately                                  4. I would be delighted to...

e. I have to tell you...                         5. Please accept our sincere apologies

f. We are very sorry                            6. We regret that...

 

Task 4. Listen to the audio and fill the gaps.

Source: https://breakingnewsenglish.com/1101/110122-letter_writing_etiquette.html