Branding

BRANDING

UNIT 12

Comprehension check.

1. What are the stages a new product goes through before it is introduced?

2. Why may management reject a good idea in the screening phase?

3. Pinpoint the main aim of concept testing.

4. Briefly describe the main objective of business analysis.

5. What must a company find out in the product development phase?

6. What is the aim of test marketing?

7. What may the results of test marketing tell the marketers during commercialization?

8. Why may a product fail?

Grammar: Participle: forms and functions

Assignment 1. Read and learn the following words and phrases.

brand – марка, бренд; ~ name – назва марки; ~ mark – символ марки; manufacturer ~ – марка виробника; generic ~ – узагальнена марка; own label ~/ private ~ / store ~ / dealer ~ – марка торговельного посередника;

trademark – торговий знак;

trade name – назва фірми;

appropriate patenting office – відповідне патентне бюро;

branding – присвоєння марки; individual ~ policy – політика присвоєння індивідуальної торговельної марки кожному окремому виду товару; family ~ policy – політика присвоєння однакової торговельної марки всім видам товарів однієї фірми; overall family ~ – присвоєння однакової торговельної марки всім товарам однієї фірми загалом; line family ~ – присвоєння однакової торговельної марки всім товарам однієї групи;

an important means – важливий засіб;

product differentiation – індивідуалізація продукції/товарів;

encouraging – заохочення;

product confidence – довіра до продукції.

Assignment 2. Read and translate the following text.

A brand is a name, symbol, design or term used singly or in combination to identify the goods or services of aspecific producer. Brand names, i.e. that part of a brand that can be spoken, for example Coca-Cola, simplify shopping, guarantee a specific level of quality and allow self-expression. The element of a brand, represented by a symbol or design is called a brand mark, which may be modified for local markets. For example, Microsoft uses its brand name with a butterfly in France, a fish in Portugal and a sun in Spain.

A trademark (TM) is a legally protected brand name that cannot be used without permission from the company that owns it. A trade name is a full and legal name of an organization rather than the name of a specific product, for example Ford Motor Company. To protect a brand name or brand mark a company must register it as a trademark with the appropriate patenting office. To indicate that the brand is a registered trademark the symbol R is used.

There are three categories of brands: manufacturer brands, own label brands and generic brands. Manufacturer brands are initiated by producers and ensure that producers are identified with their products at the point of purchase. A manufacturer brand usually requires the involvement of the producer in dis­tribution, promotion and pricing decision. Own label brands, also called private brands, store brands or dealer brands, are initiated and owned by resellers – wholesalers or retailers. Wholesalers and retailers use these brands to develop more efficient promotion, to generate higher profits and to improve store images. Generic brands indicate only the product category (such as aspirin) and do not include the company name or other identifying terms. Usually generic brands are sold at prices lower than those of comparable branded items.

Brand names are created inside an organization by individuals, committees or branding departments, or by outside consultants. Brand names can be devised from words, initials, numbers, nonsense words or a combination of these, as in IBM PC.

If a firm chooses to brand its products it may use either individual bran­ding policy or family branding policy. Individual branding is naming each product differently. For example, Procter and Gamble has individual brand names for fabric washing products, which include Tide, Cheer, Bold and some others. The purpose of using individual branding is to enter many segments of the same market, as each brand can be aimed at a specific segment. On the other hand, in family branding a single brand name is used for several related products (overall family branding) or for products within a single line (line family branding). For instance, Xerox uses a family brand name for their entire line of products. In the case of a family branding when a firm introduces a new product both customers and retailers recognize the familiar brand name as it is already well known.

Brands are an important means of creating product differentiation, establi­shing competition and encouraging product confidence.

Assignment 3. Answer the following questions.

1. What is called ‘a brand’?

2. What elements of a brand do you know? What do they serve for?

3. What is called ‘a trademark’?

4. How is a trademark protected?

5. How do businesses protect their brand names/brand marks?

6. What categories of brands do you know? What is the difference between them?

7. Who creates brand names?

8. How are brand names created?

9. What branding policies do you know?

10. What is the essence of each branding policy?

11. What do brands serve for?

Assignment 4. Put questions to the italicized words or phrases.

1. Microsoft uses its brand name with a butterfly in France. 2. A trademark must be registered by a company with the appropriate patenting office to protect a brand name or brand mark. 3. There are three categories of brands. 4. A manufacturer brand usually requires the involvement of the producer in distribution, promotion and pricing decision. 5. Wholesalers and retailers use own label brands to develop more efficient promotion. 6. The purpose of using individual branding is to enter many segments of the same market. 7. Brand names are created inside an organization by individuals.

Assignment 5. Match the words and phrases with the correct definition and learn them.

Brand mark	Legal designation indicating that the owner has exclusive use of a brand
Manufacturer brands	brands that indicate only the product category and do not include the company name or other identifying terms
Trade name	the element of a brand that cannot be spoken – often a symbol or design
Brand name	A name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers
Brand	that part of a brand that can be spoken, including letters, words and numbers
Trademark	the full and legal name of an organization
Generic brands	brands initiated and owned by resellers - wholesalers or retailers
Own label brands	brands initiated by producers to ensure that they are identified with their products at the point of purchase

Assignment 6. Indicate by circling the appropriate response whether each of the following statements is true (T) or false (F). If it is false, say why.

T F 1. The element of a brand represented by a symbol or design is called a trademark.

T F 2. Brand names simplify shopping, guarantee a specific level of quality and allow self-confidence.

T F 3. Individual branding is naming each product differently.

T F 4. Own label brands are also called generic brands.

T F 5. A brand mark is a full and legal name of an organization rather than the name of a specific product.

T F 6. Brand names are created inside an organization by individuals, committees or branding departments, or by outside consultants.

T F 7. Generic brands do not include the company name or other identifying terms.

Assignment 7. Translate the following phrases into Ukrainian.

A term used singly or in combination; to allow self-expression; at the point of purchase; to generate higher profits; rather than; comparable branded items, brand names can be devised from words; either … or; fabric washing products; to be aimed at a specific segment; related products.

Assignment 8. Translate into English.

Розпізнавати товари і послуги певного виробника; захищений законом; без дозволу; зареєструвати назву або символ марки у відповідному патентному бюро; залучення виробника до процесу розповсюдження; покращити імідж крамниці; називати кожний товар по-різному; з одного боку..., з іншого...; як покупці, так і продавці; відома назва марки; важливі засоби; встановлювати конкуренцію; довіра до продукції.

Assignment 9. Match the pairs of synonyms.

A: to allow; to ensure; to establish; to indicate; to initiate; efficient; purpose.

B: to start; aim; to permit; to guarantee; effective; to create; point.

Assignment 10. Consult the dictionary and form opposites to the following words using prefixes with negative meaning. Translate the pairs of opposites.

Legal, protected, appropriate, identified, efficient, familiar, important, encourage.

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