首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Read the following extract from an article about brand stretching(using an existing brand name on new types of products)and the
Read the following extract from an article about brand stretching(using an existing brand name on new types of products)and the
admin
2014-02-15
24
问题
Read the following extract from an article about brand stretching(using an existing brand name on new types of products)and the questions on the opposite page.
For each question(15-20), mark one letter(A, B, C or D)on your Answer Sheet.
A manufacturer of sports shoes starts selling consumer electronics. A soft drink lends its name to a range of urban clothing. What’s going on? In simpler times, you knew where you were with brands. One brand name meant good-quality sports shoes, another a soft drink. No confusion. Today, however, big companies try to redefine brands as not so much a product, more a way of life, and stretch them into new areas. In the early years of the consumer society, a brand name on a box simply identified what was inside. People were looking for products that would improve their quality of life, and chose brands most likely to achieve that purpose. But as people in industrialised nations became more affluent and fulfilled their basic needs, brands acquired other attributes. The functionality of the product was still important, but people also started using brands to say something about themselves, for example, choosing a brand of cosmetics which would suggest that they were sophisticated jet-setters.
Now, we have entered a third age of branding, in which so many companies are making roughly the same product at roughly the same price that functionality rarely succeeds as a point of differentiation. Instead, companies are trying to make their brands stand out by emphasising their emotional aspects, hoping consumers will identify with the set of values the brand represents.
One disadvantage of a product-based brand is that if the product goes out of fashion, the brand goes with it. This is a serious concern for manufacturers of breakfast cereals, who are struggling to counter weak demand for the products that bear their names. So far, their marketing efforts seem to be having little effect. The advantage for emotional brands is that companies can transfer their brand strength into other areas, increasing revenues and reducing their exposure to the lifespan of a single product.
The elasticity of brands seems to be related to their position on a spectrum ranging from those rooted in solid, tangible assets to those with highly intangible, emotional qualities. At the one end, you have train companies that tend to associate themselves with infrastructure and their ability to get you from A to B, and at the other end would be a leisure brand that positions itself on dreams and making people have fun. It is the latter which has the maximum potential for stretch.
But even emotional brands have a limit to their elasticity. The merchandise has to be consistent with the brand promise. Just to sell merchandise with your logo on it is a short-term, mistaken idea. From this viewpoint, the decision to move from sports shoes into consumer electronics makes sense. Most items in the range, such as the two-way radio for hikers, are sports-focused, even though the products may be adopted as fashion accessories, and the sports shoe customers will probably snap them up.
When the move was made from soft drinks into clothing, however, it left the branding consultants cold. It was a difficult mental leap into clothing from the drink so closely associated with that particular brand name. On the other hand, the emotional attributes that youngsters seem to find appealing in the drink, like its heritage and global appeal, are fashionable at the moment, and in fact response to the clothes with the same name has been overwhelming. Maybe this just shows that an inspired move - and by all accounts a snap decision -sometimes pays off against the odds, leaving the manufacturer laughing all the way to the bank.
What led to a change in attitudes to brands?
选项
A、the influence of consumers on each other
B、the personal circumstances of consumers
C、more sophisticated marketing
D、greater choice of products
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/ry7d777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
Whatproblemdoesthespeakermention?
HowtoapproachSpeakingTestPartThree•Inthispartofthetestyouworkwiththeothercandidate.Theexaminergivesyoua
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Inthispartofthetest,youareaskedtogiveashorttalkonabusinesstopic.Youhavetochooseoneofthetopicsfromthe
Task5StaffTurnoverAsseveralmembersofstaffhaverecentlyleftthecompanyyouworkfor,themanagementisinvestigatingt
Technology:howtoensurethattechnologyisusedeffectivelyinacompany
Showingproducts展示产品
SalesReductionYourcompanyisaninternationalcompanywhichproduceselectronicproducts.Yourcompany’ssaleshavereducedr
TaskOne-Job•Forquestions13-17,matchtheextractswiththepeople,listedA-H.•Foreachextract,choosethejobeachsp
AThespeakerworksinawinecompany.BThespeakerworksinaschool.CThespeakerworksinanairlinecompany.
随机试题
结合材料回答问题:材料1正确认识党和人民事业所处的历史方位和发展阶段,是我们党明确阶段性中心任务、制定路线方针政策的根本依据,也是我们党领导革命、建设、改革不断取得胜利的重要经验。党的十九届五中全会提出,全面建成小康社会、实现第一个百年奋斗目标
“我们党有个很大的优点,就是有一个新的科学的世界观作为理论的基础。”这句话出自()
建设单位在领取开工证之后,应当在()个月内开工。
根据国有资产法律制度的规定,金融企业有关经济行为的资产评估报告,自评估基准日起()有效。
社会工作者小王最近担任一个志愿者能力建设计划的项目负责人。机构总干事要求小王在启动项目之前,制订一个具体的实施方案。小王在方案中详细说明了工作内容、人力配备和经费预算等内容。根据对社会服务计划的一般要求。小王在方案中还应该补充的内容有()
如图,有一个正方体水箱,在某一个侧面相同高度的地方有三个大小相同的出水孔。用一个进水管给空水箱灌水。若三个出水孔全关闭,则需要用1小时将水箱灌满;若打开一个出水孔,则需要用1小时5分钟将水箱灌满;若打开两个出水孔,则需要用72分钟将水箱灌满。若三个出水孔全
吉布森的视崖实验测量的是婴儿的哪种知觉?()
(2015年单选10)某市出租车司机甲为了将病重的高中生及时送往医院,连闯两个红灯。按照交通法规,对其闯红灯行为应予以扣分并罚款,但市公安交管部门认为,甲的做:法系救人之举,决定免除对甲的处罚。对此,下列说法正确的是()。
现行IP地址采用()标记法。
Theneedforbirthcontrolmethodshasdevelopedfairlyrecently,withthedesireamongmanywomentobeableto【B1】_____whenth
最新回复
(
0
)