Match these word partnerships to their meanings.

PRODUCT

1 launch         The introduction of a product to the market.

2 lifecycle           The length of time people continues to buy a product.

3 range          The set of products made by a company.

4 placement           When products are used in films or TV programmes.

5 endorsement        The use of a well-known person to advertise products.

BRAND

6 loyalty            The tendency to always buy a particular brand.

7 image           How familiar people are with a brand.

8 stretching           Using an existing name on another type of product.

9 awarenes          The ideas and beliefs people have about a brand.

10 name         The name given to a product by the company that makes it.

Complete these sentences with word partnerships from Exercise A.

BRAND

1-The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of brand stretching.

2-Consumers who always buy Levi’s when they need a new pair of jeans are showing brand loyalty.

3- Not enough people recognize our logo; we need to spend a lot more on raising brand image.

PRODUCT

1-David Beckham advertising Vodafone is an Example of product endorsement.

2- A product lifecycle   consists of introduction, growth, maturity and decline.

3-The use of BMW cars and Nokia phones in James Bond  films are examples of product placement.

Complete these sentences with the present simple or the present continuous forms of the verbs in brackets.

1-a) This year we are trying to develop a brand with personality.

b) We usually develop brands that say something.

2-a) Powerful brand names create strong consumer loyalty.

b) At the moment we are looking for a new brand name that suggests something about the product’s benefits and qualities.

3-a) L’Oreal sells cosmetics and toiletries to consumers around the world.

b) This L’Oreal is investing over 180m in R&D.

4-a) The marketing department always keeps within its budgets.

b) Because the company made a loss last year, the marketing department is trying to reduce.

Complete these sentences with the present simple or the present continuous forms of the verbs in brackets.

At the moment I am working for a cosmetics company. We offer a full range of cosmetic products and we sell cosmetics and toiletries around the world. Our main cosmetics brand dominates the French market and it is doing well in the rest of Europe at the moment, too. In fact, the brand is becoming more and more popular throughout the world and our market share is growing every day.

We usually develop and we extend products under our existing brand name. The brand is distinctive and stands out from the competition. However, this year we are creating a completely new brand of cosmetics.