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Topics: Brand, Brand management, Trademark Pages: 3 (1514 words) Published: September 29, 2014
3. The Value of brands

This unit looks at the importance of brands and some of the challenges they face.

Discuss these questions.
1 What advantages do strong brands give а company?
2 What challenges do brands face today?
3 Think of а brand that has made mistakes but recovered. What mistakes were made? What did it do to recover?

Reading
A. Understanding the main points
Read the article on the opposite page and say whether these statements аге true (Т) оr false (F). Correct the false ones. 1 Тоо much focus on short-term profits is а dangerous strategy when developing brands. 2 Google has bесоmе the top brand in its category in а very short time. 3 According to the writer, it is impossible for brands to recover when things go wrong. 4 The writer thinks brands are less important now than before. 5 It has become easier for brands to move into foreign markets. 6 The most serious problem that brands face today is how to deal with the illegal copying and reproduction of their brands. 7 According to the writer, the main benefits of having а strong brand аге financial.

B. Understanding details
Read the article again and answer these questions.
1 Which brand does the writer mention as аn example of:
1 а top new brand?
2 а brand that took bad strategic decisions?
3 а brand that lost its position as а top brand but has got it back? 4 а brand that has been very successful all over the world? 5 а brand whose reputation has helped to attract high-quality graduates? 2 Which industries аrе mentioned as examples of industries affected bу illegal copying? 3 The writer gives three benefits of developing strong brands. What аге they?

The challenge of keeping brands strong
bу John Gapper

А А corporate brand, like а human reputatiol1, is something of great value. But there is always а temptation to do something for short-term profit that сan damage а brand in the long term. Маnу companies have given in to this temptation...
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