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Brand Management Insights

This document discusses key concepts related to brand management including loyalty, image, stretching brands, awareness, product ranges, endorsements, and brand lifecycles. It provides a vocabulary matching exercise to define these brand management terms. It also includes sentences to complete using the matched terms around examples of brand stretching, endorsements showing loyalty, product launches, and share prices.

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Thảo Lê
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388 views4 pages

Brand Management Insights

This document discusses key concepts related to brand management including loyalty, image, stretching brands, awareness, product ranges, endorsements, and brand lifecycles. It provides a vocabulary matching exercise to define these brand management terms. It also includes sentences to complete using the matched terms around examples of brand stretching, endorsements showing loyalty, product launches, and share prices.

Uploaded by

Thảo Lê
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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A.

Skim the article quickly and say which of the following points are
mentioned.
1. The high profit margins on bags.
2. Investing in markets that may take some time to grow.
3. People are ready to pay a lot of money for very high-quality things because they are beautiful.
4. Building customer loyalty through ready-to-wear.

B. Read the article and complete the notes in the maps below. Then
correct the ten mistakes.
VOCABULARY EXTENSION
WORDS AND EXPRESSIONS FOR TALKING ABOUT BRAND MANAGEMENT

A. Match these word partnerships to their meanings


1. LOYALTY a. the name given to a product by the company that makes it
B
R 2. IMAGE b. using an existing name on another type of product
A 3. STRETCHING c. the ideas and beliefs people have about a brand
N
4. AWARENESS d. the tendency to always buy a particular brand
D
5. NAME e. how familiar people are with a brand (or its logo and slogan)

P 6. LAUNCH f. the set of products made by a company


R
O 7. LIFECYCLE g. the use of a well-known person to advertise products
D 8. RANGE h. when products are used in films or TV programmes
U 9. PLACEMENT i. the introduction of a product to the market
C
T 10. ENDORSEMENT j. the length of time people continue to buy a product

B. Complete these sentences with word partnerships from Exercise A.


1. The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of …………… .
2. David Beckham advertising Vodafone is an example of ……………. .
3. Consumers who always buy Levi’s when they need a new pair of jeans are showing …………… .
4. A ……………………… consists of introduction, growth, maturity and decline.
5. The use of BMW cars and Nokia phones in James Bond films are examples of ……………. .
6. Not enough people recognize our logo; we need to spend a lot more on raising …………… .
7. Shares in Western Gas were launched with an ……………………………….. of 50p per share.
8. The …………………………….. of Western Gas on the stock exchange was in 1990.
9. Yesterday's …………………………….. for Western Gas was 178p per share, down 2p on the day before.
10. Jason has a …………………………………. of shares worth about half-a-million pounds.
11. Unfortunately, all Jason's …………………………………. were destroyed in a fire.
12. Investing is a form of gambling. As the saying goes "You have to ………………………………. to
accumulate".

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