Unit 5. Image.

Vocabulary.

advertising - реклама

brand -имя, которое компания придает продукту

image – образ, изображение, общее мнение

logo - логотип

loss leader - товар, продаваемый по сниженной цене для привлечения покупателей

luxury- роскошный

promote -продвигать

publicity -рейтинг

target market -целевой рынок

value - cумма

Creating a buzz

Image is the general opinion most people have of a company or product. Brand image is the opinion people have of a brand. A brand usually has a name, a logo (a symbol) and a design which everyone can easily recognize and which helps to identify it. Marketing experts work hard to create brands and promote the brand image through advertising campaigns. This process of branding is an important part of marketing. Most customers feel happier buying a famous brand than a product they don’t know. The image of the brand has to appeal to the target market.

Dee Delaney

Companies don’t just sell product. They sell a lifestyle. Nearly everything you buy says something about you: your clothes, your car, your mobile, all show what kind of life you have. Customers choose brands that represent their lifestyle, or the lifestyle they want to have.

Through advertising, companies try to promote an image of the king of people their customers want to be. For example, Ray-Ban – the sunglasses producer – ran an advertising campaign with photos or strong, dynamic men. The idea was that men who are leaders and heroes wear Ray-Bans.

Another example is Gap. They have a range of clothing for men called StressFree. You can drop something on your trousers and in cleans off immediately. So you have no worries. You can be relaxed and stylish at the same time. The company advertised the clothing with the song.

Customer 1

I think it’s a good desk. You can use it for a PC or laptop. I’m a student and I need a desk to study. I could put it in my bedroom. The desk is quite small, so it’s ideal for a small room. But it’s got lots of space for books and papers. It’s great, yeah!

Customer 2

I’m an office designer and it’s part of my job to choose desk and chairs for new offices. In my opinion, this desk isn’t designed for use in an office. It’s too small. Most office workers need more space. When you have to sit at a desk all day, you need a bigger desk than this!

Customer 3

I have an office job but I also work at home. I think this desk could be suitable for me. It looks stylish. It’s made of good quality wood. And I like the fact that it’s got wheels – so you can move it easily. I think it’s very practical.