7 prorrote

9 sell

8 rival 10 valtre

@Eii-:Ji;]
LANGUAGE PRACTICE 1
Relations bip s b etw eenfacts
study these examples from Text 1. Then choose
words from the box to complete
the sentences that folrow. use your dictionary
and grammar book to hetp you
decide which words are both appropriate and grammatically
correct in each
ctlse.

Despite tbe euidetzceof the ualue o!.bran(s, crearing

and sttstainirlg tbat capital arc
often neglected by . . . companies. (line 23)

Because brattd equit-l'is bard to put a pice on, punters

nlust t-sererrn6 as
L'r b ortidrztv
a 6"'L'L to
fittttre petfonttattce.(line 106)
sotne consuntercszuitcbtemporaily to tbepromoted
brand, but once tbe prcmotiort. encls,
armost a' of thenr go bactato tbe one tbey nonnary prefer. (line
120)

a brand tbat is

Contrast although despite

q, how^ever nevertheless yet
b
1 Brancl-stretching can be very risky. ........... it can also be very lucratir-e.
2 T he v a l u e o f p ri c e p ro mo ti o n si s q uesti onabl .,
............................
i ror, .o.,rr.,_.r,
switch back to their usual brand when rhe promotion
ends.
Corn p a n i e s l ra v e to k e e p tI-re i rs Irarehol dershappy.
are LrnderpressLlreto find ways o[ boosting sales.
''" ' a brand may set well in one country, it may not
sell at all in
anot h e r.
Price is a signal of quality, alrrv' ...........' consumersn'ill ofte' pay more for
pre'rir.rrnbrands.
In 1991,advertisingaccountedfor around a third
of arl rrrarketingoutlay,
........,in 1990,the picture was very different.
........their disappearancefrom the market,
GeneralElectric,sfood
blenders continr-redto rank second with consumers
20 years rater!

I BR A N D MANAGEMENT
:l,- ,..* i ;,