Рассказ про бренд на английском

For
the consumer-in-the-street, brands are the most visible parts of
marketing. The brand name means not only the trademark but also, as a
rule, the firm itself and its products or services. This name also
includes the goodwill which shows additional value of goods and
services. Customers trust those trademarks which guarantee them good
quality and design, a wide range for choice and good reputation of
the products. When the product is promoted different kinds of
advertising provide brand awareness, show its core values and create
the brand image.

A brand can be a name, a term or a symbol. It is
used to differentiate a product from competitor’s products. The
brand guaranteed a certain quality level. Brands should add value to
products. It’s a synergy effect where by one plus one equals three.
But customers must believe they get extra value for money. Branding
means the use of advertising, design and other methods so that people
could recognize and remember a particular product.

We
need new brands because customers want new brands. They want choice
they want a selection of different products. They like to rely on
quality levels guaranteed by company. They like to trust products. It
makes shopping so much caser for them. Also they like to identify
with brands.

Topic 4: Types of brands. Brand stretching.

There are different types of brands. There are the stand alone brands
or individual brands, for example Ariel, Haagen Daaz ice-cream or
Marlboro cigarettes. They require separate marketing support. There’s
also the corporate branding, or family brands such as Heinz or
Virgin, Marks and Spencer, Levis.

Besides individual and corporative brands, it
exist such types of brands as classic brand, luxury brand and brand
leader. Classic brand
is a famous brand with a long history. Luxury
brand is a brand associated with
expensive, high quality products. Brand
leader is the band with a largest
market share.

Brand stretching – is a using a successful brand name to launch a
product in a new category. Some brands easily stretch into other
kinds of goods and services. Brand stretches best when they come from
a high emotional starting point. One of the most successful
brand-stretchers is Walt Disney, which has added merchandise shops,
books, videos, games and theme parks to its original filmmaking. The
move from making children’s cartoons to other products using the
same figures appears a natural development.

Topic 5: The problem of counterfeiting and fashion piracy.

Now the problem of counterfeiting and fashion
piracy is getting worse all over the world. Counterfeiter – is a
person who copies goods in order to trick people. At the modern
fashion goods market there often happen “fashion piracy” cases:
illegal copying of products and designs of famous firms in order to
get profit. The better known the
brand name, the more people want to rip it off. The fake goods not
only reduce the company’s own sales but damage its brand image by
linking it to poor quality merchandise. A lot of people buy cheap
goods with a design of a famous brand without realizing that it’s a
fake.

The most striking example of
fashion piracy is Calvin Klein. It, like most other
internationally-known fashion designers, has for a long time, had
problems with counterfeiters selling poor-quality merchandise bearing
their brand name. Calvin Klein has been one of the leading fashion
designers I the North America market since the mid-1970s. Now Calvin
Klein is building up its fashion business in other countries. It has
increased its investment in advertising, and restructured its
licensing arrangements by singing long-term deals with partners for
entire regions such as Asia or Europe. But as sales and brand
awareness have risen, Calvin Klein has become an increasingly popular
target for Asian and European counterfeiters, alongside other luxury
brands such as Gucci, Chanel and Ralph Lauren.

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What is a brand?

In my opinion, it’s not only a trademark of some company, but the name of certain product we use every day. For example, speaking about coffee most of us say Nescafe, but not ‘coffee’.

This short example also illustrates the main aim of producers — to create brand popularity, so that most of people would recognize the product among the competitors products.

Advertising campaigns are launched to enhance brand awareness, that’s why sometimes brand costs more than the whole company, for example one day of advertising at Yandex website (what is called by Yandex sales managers as ‘increasing brand popularity’) costs $20000.

Recognition of a brand or, how it’s called, brand awareness helps people to find the necessary size, quantity, taste, especially, when they are in another country and don’t know the local products’ specifications. What qualities should brand name possess? First of all, it should be eye-catching.

NameLab, company, which creates brand names, gives an example of 7-Up Company, which lost $120 millions using name ‘Lyke Cola’ as a brand name first time after launching its product. Lexicon Company was more original, creating brand name ‘Pentium’ for the Intel Processor: «We’ve got ‘-ium’ from the scientific text — founder of Lexicon says, — and multiplied it with ‘pent’. It sounded very strong, like a real chemical element.»

Name Sony is based on ‘son’, which means sound in most of the countries. As all brand names are registered and protected by law, no one else can produce the same product under such brand name. It’s a very hard to create a new brand name, as more than 365000 brands were registered in October, 2000 by American Patent Organization, whereas Oxford dictionary consists of 615100 words, so some companies use brand stretching — using a leader-brand to launch a new product in a new category, e.g. ‘Bochkarev’ chips.

Brands always add value to products. That’s why branded products seem to be more expensive among other ones. But if we pay more, we pay for better quality. All in all, brands are one of the moving forces of globalisation.

Другие языки

What is a brand? In my opinion, it’s not only a trademark of some company, but the name of certain product we use every day. For example, speaking about coffee most of us say Nescafe, but not ‘coffee’. This short example also illustrates the main aim of producers — to create brand popularity, so that most of people would recognize the product among the competitors products. Advertising campaigns are launched to enhance brand awareness, that’s why sometimes brand costs more than the whole company, for example one day of advertising at Yandex website (what is called by Yandex sales managers as ‘increasing brand popularity’) costs $20,000. Recognition of a brand or, how it’s called, brand awareness helps people to find the necessary size, quantity, taste, especially, when they are in another country and don’t know the local products’ specifications. What qualities should brand name possess? First of all, it should be eye-catching. NameLab, company, which creates brand names, gives an example of 7-Up Company, which lost $120 millions using name ‘Lyke Cola’ as a brand name first time after launching its product. Lexicon Company was more original, creating brand name ‘Pentium’ for the Intel Processor: «We’ve got ‘-ium’ from the scientific text — founder of Lexicon says, — and multiplied it with ‘pent’. It sounded very strong, like a real chemical element.» Name Sony is based on ‘son’, which means sound in most of the countries. As all brand names are registered and protected by law, no one else can produce the same product under such brand name. It’s a very hard to create a new brand name, as more than 365,000 brands were registered in October, 2000 by American Patent Organization, whereas Oxford dictionary consists of 615,100 words, so some companies use brand stretching — using a leader-brand to launch a new product in a new category, e.g. ‘Bochkarev’ chips. Brands always add value to products. That’s why branded products seem to be more expensive among other ones. But if we pay more, we pay for better quality. All in all, brands are one of the moving forces of globalisation.