This is the real question of Business English Certificate (BEC), which refers to the Cambridge Business English Qualification Examination.
A sports shoe manufacturer began to sell consumer electronics. A soft drink is named after a city dress. What's going on here? In simpler times, you know your place in the brand. One brand means high quality sports shoes, and the other means soft drinks. No confusion. Today, however, big companies are trying to redefine brands as a way of life rather than a product, and extend them to new areas. In the early days of consumer society, the brand name on the box simply identified the contents. People are looking for products that can improve the quality of life, and choose the brand that is most likely to achieve this goal. But as people in industrialized countries become richer and meet their basic needs, brands gain other attributes. The functionality of products is still very important, but people also begin to describe themselves with brands, for example, choosing a cosmetics brand, which shows that they are a sophisticated jet class.
Now, we have entered the third brand era, so many companies make roughly the same products at roughly the same price that functionality rarely succeeds in becoming a differentiation point. On the contrary, companies try to make their brands stand out by emphasizing their emotional aspects, hoping that consumers can identify with the values represented by the brands.
A sports shoe manufacturer began to sell consumer electronics. Soft drinks are given to a series of cities in the name of clothing. What happened? In the simple times, you knew those brands. Brand is high-quality sports shoes, and the other is drinks. There is no confusion. However, today, big companies are trying to redefine the brand as not a product, but a way of life, extending to new areas. In the early days of consumer society, the brand in a box only confirmed the contents. People are looking for products to improve the quality of life, and choosing nails is most likely to achieve this goal. But as people in industrialized countries become richer and meet their basic needs, brands gain other attributes. The function of products is still important, but people also begin to talk about themselves with brands, for example, choosing brands of cosmetics and suggesting their advanced jets.
Now, we have entered the era of the third brand. In many companies, products with roughly the same price are rarely successfully differentiated. On the contrary, the company tries to make its brand stand out by emphasizing its emotional aspects, hoping that consumers can identify with a series of values represented by the brand.
One disadvantage of product-based brands is that if the products are out of date, so will the brands. This is a serious problem for breakfast cereal manufacturers, who are trying to cope with the weak demand for products named after them. So far, their marketing efforts seem to have little effect. The advantage of emotional brand is that the company can transfer its brand advantage to other fields, increase revenue and reduce the life cycle of a single product.
The elasticity of brands seems to be related to their position in a range, from those rooted in solid tangible assets to those highly intangible emotional qualities. At one end are the train companies, who tend to associate themselves with the infrastructure. They have the ability to take you from one place to another. At the other end are leisure brands, which aim at dreams and make people enjoy fun. The latter has the greatest extension potential.
One disadvantage of product-based brands is that if the products are out of date, the brands will grow with them. This is a serious problem for breakfast cereal manufacturers, who are trying to cope with the weak demand for their products-their names. So far, their marketing efforts seem to have no impact. With the advantages of emotional brand, the company can transfer its brand power to other fields, increase revenue and reduce the life cycle of contacting a product.
Elastic brands seem to stand with those brands rooted in solid tangible assets and intangible emotional qualities. At one end, train companies often put themselves with the infrastructure and ability to get you from A to B, and at the other end, they are a leisure brand, working on their own dreams and making people have fun. Is the greatest potential of the latter.
But even emotional brands have their limits of flexibility. Goods must conform to brand promise. It is a short-term and wrong idea to just sell the goods with your trademark printed on them. From this perspective, the decision to switch from sports shoes to consumer electronics is meaningful. Most products in this series, such as hikers' two-way radios, focus on sports, although these products may be regarded as fashion accessories, and sports shoes customers may snap them up.
But even if emotional brands limit their flexibility. Goods must be consistent with brand promise. Just using your logo to sell goods is a short-term and wrong idea. From this perspective, the decision from sports shoes to consumer electronics is meaningful. Most projects, such as two-way radios for hikers, focus on sports, and even though the products may be used as fashion accessories, customers of sports shoes may snap up them.
However, when this move shifted from soft drinks to clothing, brand consultants were not cold. This is a difficult psychological jump, from drinks closely related to that particular brand to clothing. On the other hand, young people seem to find this kind of drink attractive, such as its traditional and global appeal, which is very popular at present. In fact, the response to the clothing with the same name is very enthusiastic. Perhaps this just shows that an inspired move-a sudden decision in all aspects-sometimes pays off under unfavorable circumstances, making manufacturers walk all the way to the bank with a smile.
However, when drinks enter clothing from form, brand consultants are not interested. It is a difficult spirit to enter clothing from drinking, so it is closely related to a specific brand. On the other hand, young people's emotional attributes seem to find attractive drinks, such as its inheritance and global appeal, and now the fashionable topic is actually overwhelming clothes of the same name. Perhaps this just shows that an encouraging move-which is said to be decided in advance-sometimes pays off, overcomes many difficulties and makes manufacturers laugh at banks.
1. What caused people's attitude towards brands to change?
A. Interaction between consumers
B. Personal situation of consumers
C. More complex marketing
D. More product choices
2. According to the author, a feature of the third brand era is _ _ _ _ _ _ _ _.
A. competitive products may be equally suitable for their purposes.
B. The range of products available is too large for all companies to survive.
C. consumers are beginning to be confused about the existing products.
D. price has become a key factor for consumers to choose products.
3. The author mentioned the manufacturer of cereal breakfast to explain _ _ _ _ _ _ _ _.
A. competition will have an impact on products.
A brand may lose its popularity, even though its products have a strong market.
C. advertising will affect the sales of products.
D. changes in product popularity will cause difficulties.
4. The author thinks that the extension from sports shoes to consumer electronic products is likely to be successful, because _ _ _ _ _.
A. existing customers require new products.
B.they will be sold in the same store.
C. the new production line will expand the market of manufacturers.
D. the use of goods is related.
5. The author thinks that the extension from soft drinks to clothing is _ _ _ _ _ _ _.
A.it was a successful gamble.
B.based on the popularity of certain clothes.
C. shows the value of careful planning.
D. it brings production problems to manufacturers.
Barda
There is this question in your topic:
The author takes the railway as an example to illustrate brands like this.
Do not recognize the value of stretching.
Suffer from a bad image.
C is unlikely to help stretch.
As we all know, advertising is difficult to do.
A
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