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Brand Vocabulary Cloze


Activity by Steven Starry - (Alcorcón, Villaviciosa, Leganés)

Fill in all the gaps with the missing words, then press "Check" to check your answers. Use the "Hint" button to get a free letter if an answer is giving you trouble. Click this button again for another letter. Note that you will lose points if you ask for hints!
After you do this activity, do the quiz.

Rellena los espacios en blanco con las palabras que faltan. Haz click en "Check" para comprobar tus aciertos. Si te resulta difícil la respuesta utiliza el botón "Hint" y te revelará una letra de la casilla en la que te encuentres, puedes clickear varias veces en "Hint" y te dará cada vez una letra más de la palabra. Perderás puntos con las pistas.

Listen:
Slow:    Normal:
                       
   building      elasticity      equity      generic      identity      image      loyalty      management      personality      recognition      stretching      switching      trademark   
Brand
Mostly modified extracts from Wikipedia.

Brand, - “Brand” and “(. . .)” are being used interchangeably. However, the word "(. . .)" has legal significance, the word "brand" does not and has more to do with the “image” of the good or service. A brand is a name, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A (. . .) is something you can do to brands. You can register the (. . .) and if you do so, then you own the exclusive rights to that brand and you are the only person allowed to use that brand in identified areas of trade or business. (brand = marca ), (. . . = marca comercial o registrada)
Examples: “It should also make it difficult for companies to brand their products in a misleading way.” “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” (Jeff Bezos) “A brand is the proprietary visual, emotional, rational and cultural image that you associate with a company or product.” (Charles R. Pettis) “A brand is “what multinational corporations use to try and get consumers to buy essentially the same product as the other corporations have but for more money”.
A major difference between the words “brand” and “trademark” is that the word “brand” collocates with more words.

Brand – The brand (. . .) is a customer's mental picture of a brand. (imagen de marca)
“If you’re concerned with creating a healthy, positive brand (. . .), it’s better to participate in conversations with your customers.” “Every advertisement should be thought of as a contribution to the complex symbol which is the brand (. . .).” (David Ogilvy)
Brand - Brand (. . .) is defined as “the set of human characteristics associated with a brand” (Jennifer Aaker) which includes facets such as sincerity, excitement, competence, sophistication and ruggedness. (personalidad de marca)
Examples: "You now have to decide what 'image' you want for your brand. Image means (. . .). Products, like people, have (. . .), and they can make or break them in the market place.” (David Ogilvy) “Just like people, all brands have a (. . .). Whether it is shallow and instrumental or deep, emotionally charged and carefully managed. This (. . .) is crucial.” (Tom Dorresteijn)
Brand – The brand (. . .) is the outward expression of a brand which is assembled by the brand owner and it reflects how he wants the consumer to perceive the brand. (identidad de marca)
Brand – Brand (. . .) refers to the situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from other suppliers within the category. (fidelidad a la marca)
Examples: “Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay (. . .) to the brand.” (Howard Schultz) “Most customers who change brand (. . .) do so due to the indifference of the company or its employees.”
Brand (or brand value) - Brand (. . .) describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name. (valor de marca)
Examples: “Brand (. . .) is the sum of all the hearts and minds of every single person that comes into contact with your company.” (Christopher Betzter) “A company that can successfully revive a zombie brand, with its residual value - sometimes high - of ‘brand (. . .),’ can save the hundreds of thousands that would otherwise be spent on educating the public about a new brand.”
Brand - Brand (. . .) refers to the process of maintaining and improving a brand image by focusing on aspects such as price, packaging, customer satisfaction and in-store presentation. (gestión de la marca)

Brand – Brand (. . .) includes activities aimed at improving a brand's equity whether directly through advertising campaigns or indirectly through promotions such as event sponsorship. (construcción de marca)
Examples: “A global brand-(. . .) strategy is, in reality, a local plan for every market.” (Martin Lindstrom)
Brand (Brand extension) - Brand (. . .) is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity. (extension de la marca)

Brand - Brand (. . .) refers to how far each of the brands can stretch to cover different products and markets. (elasticidad de la marca)

brands - (. . .) brands of consumer products (often supermarket goods) are distinguished by the absence of a brand name. (marca genérica)

Brand (Brand awareness) – Brand (. . .) refers to the proportion of consumers who recognize or are aware of the brand. (reconocimiento de la marca)
Examples: “It is easier to build brand (. . .) when you use similar graphics throughout multiple channels.” “The three key rules of marketing are brand (. . .), brand (. . .), brand (. . .).”
Brand – Brand (. . .) refers to the consumers’ changing from the buying of one brand to buying a different one. (cambio de marca)