Помогите пожалуйста. Прочитайте и письменно переведите текст
What is the brand?
A brand is a special trade mark, sign, symbol, design of the product that distinguishes it from other products. Products can have sub-brands. People have some beliefs and perceptions about a particular product, that is they have the brand image.
Consumers get used to some brands, and prefer to buy them. Some people drink only Nescafe or prefer chocolate of Krasny Oktyabr factory. In this case we can speak about brand loyalty, that is commitment to a particular brand, which people regularly buy.
Some brands have names of people. Tea brand Dilmah is composed of the parts of names Dilhan and Malik, sons of the tea producer.
Some brands have mistakes in their names. Brand of vegetable oil is called Zolotaya semechka, but according to the rules of the Russian language, it should be called Zolotoye semechko.
It takes up to ten years to create a brand in the West. In Russia it can only take two years. It is known that 80 to 90% of new brands fail within their first six months.
If a company gives the name of the brand to its other products its called brand-stretching. By putting their familiar trademarks on attractive and fashionable new products, companies can both generate additional revenue and increase brand-awareness. So there is Pepsi Maxwear, Camel watches and Cadberry jewellery. Brand-stretching is not always successful.
A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in almost every country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is.
One of the possible solutions is that people in Scotland are more conservative and keep to their traditions.
One of the most successful brands in the world is the Barbie. Created in 1959, it targeted girls who wanted to have dolls which were like young women. Its unique selling proposition is that Barbie looks like a young woman, not a baby. Barbie has had seventy five careers-from astronaut to presidential candidate. In 1961 Ken, the man in Barbies life, was introduced. She has got little sisters and friends from different ethnic groups. Now there are 15,000 different items for Barbie. Costume variations and brand-stretching have been the key to her continued popularity. Her life cycle never ends. One Barbie is bought every two seconds.
What is the brand?
A brand is a special trade mark, sign, symbol, design of the product that distinguishes it from other products. Products can have sub-brands. People have some beliefs and perceptions about a particular product, that is they have the brand image.
Consumers get used to some brands, and prefer to buy them. Some people drink only Nescafe or prefer chocolate of Krasny Oktyabr factory. In this case we can speak about brand loyalty, that is commitment to a particular brand, which people regularly buy.
Some brands have names of people. Tea brand Dilmah is composed of the parts of names Dilhan and Malik, sons of the tea producer.
Some brands have mistakes in their names. Brand of vegetable oil is called Zolotaya semechka, but according to the rules of the Russian language, it should be called Zolotoye semechko.
It takes up to ten years to create a brand in the West. In Russia it can only take two years. It is known that 80 to 90% of new brands fail within their first six months.
If a company gives the name of the brand to its other products its called brand-stretching. By putting their familiar trademarks on attractive and fashionable new products, companies can both generate additional revenue and increase brand-awareness. So there is Pepsi Maxwear, Camel watches and Cadberry jewellery. Brand-stretching is not always successful.
A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in almost every country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is.
One of the possible solutions is that people in Scotland are more conservative and keep to their traditions.
One of the most successful brands in the world is the Barbie. Created in 1959, it targeted girls who wanted to have dolls which were like young women. Its unique selling proposition is that Barbie looks like a young woman, not a baby. Barbie has had seventy five careers-from astronaut to presidential candidate. In 1961 Ken, the man in Barbies life, was introduced. She has got little sisters and friends from different ethnic groups. Now there are 15,000 different items for Barbie. Costume variations and brand-stretching have been the key to her continued popularity. Her life cycle never ends. One Barbie is bought every two seconds.
More Questions From This User See All
Answers & Comments
Verified answer
Что такое "бренд"?
Бренд - это особая торговая марка, знак, символ, дизайн продукта, который отличает его от других продуктов. Продукты могут иметь суббренды. У людей есть убеждения и представления о конкретном продукте, то есть у них есть представление о бренде.
Потребители привыкают к некоторым брендам и предпочитают покупать именно их. Некоторые пьют только Nescafe или предпочитают шоколад фабрики «Красный Октябрь». В этом случае мы можем говорить о лояльности к бренду, то есть приверженности конкретному бренду, который люди регулярно покупают.
У некоторых брендов имена людей. Чайная марка Dilmah состоит из частей имен Дильхан (Dilhan) и Малик (Malik), сыновей производителя чая.
Некоторые бренды имеют в своих названиях ошибки. Марка растительного масла называется "Золотая семечка", но по правилам русского языка масло следует называть "Золотое семечко".
Создание бренда на Западе занимает до десяти лет. В России на это может уйти всего два года. Известно, что от 80 до 90% новых брендов терпят неудачу в течение первых шести месяцев.
Если компания присваивает название бренда другим продуктам, это называется включением в бренд новых товаров. Размещая знакомые торговые марки на привлекательных и модных новых продуктах, компании могут получать дополнительный доход и повышать узнаваемость бренда. Так появились Pepsi Maxwear, часы Camel и украшения Cadberry. Включение в бренд новых товаров не всегда бывает успешным.
Такой бренд, как Coca-Cola, существует уже давно и доминирует на рынке газированных напитков почти во всех странах, опережая местные бренды. Одним из исключений является Шотландия, и их маркетологи пытаются выяснить, почему это так.
Одним из возможных решений является то, что люди в Шотландии более консервативны и следуют своим традициям.
Один из самых успешных брендов в мире — Барби. Созданный в 1959 году, бренд предназначался для девочек, которые хотели иметь кукол, похожих на молодых женщин. Уникальное торговое предложение заключается в том, что Барби выглядит как молодая женщина, а не как ребенок. У Барби было семьдесят пять профессий - от космонавта до кандидата в президенты. В 1961 году был представлен Кен, мужчина из жизни (мира) Барби. У нее есть маленькие сестры и друзья из разных этнических групп. Теперь для Барби созданы 15 000 различных предметов. Вариации костюмов и включение в бренд новых товаров были ключом к ее дальнейшей популярности. Ее жизненный цикл никогда не заканчивается. Куклы Барби покупаются по штуке каждые две секунды.