unit1Brands

unit1Brands

Brand s

Recording 1.1

Do you buy brands ?

Respondent 1 :Yes i do .I am basically pro brands .If you buy

a branded pro duct it’s a guarantee that the quality is fairly

good and the product is reliabl e .Another reason is you attract a

bit of attention if you buy something styli sh ,and branded

products are usually stylish and have a good design .Let’s fa ce

it ,most people buy brands because they want to impress other

people .T hey want to show that they have style and good taste .

Respondent 2 :No ,i don’t want to give free advertising to

companies .I hate all the advertising hype around brands .And i

don’t want other people to thi nk I’m trying to impress them

with lots of logos .And i also get fed up seein g the same things

wherever you go .If you buy a suit from a famous brand you’ll

see five people with the same suit that month .It’s so

boring .Another thing -am i buying the genuine product or an

illegal copy ?Basically i want value for money .I won’t pay

inflated prices for a name ,a fancy logo and pa

ckaging .However ,i do buy brands for my kids -especially sports

goods and t rainers .It’s always Nike ,Adidas or Reebok .

Recording 1.2

Interviewer:what are brands and why do we need them ?

Sandra Greaves:Well ,brands are all about trust.You know

what a brand is abo ut ,what it means ,what it’s going to deliver

and you actually trust it to deli ver time and time again .So in a

world with endless choice ,a brand can giv e you something to

fix on .-it’s a kind of beacon in the darkness .So you kn ow that Coca-Cola will taste exactly the same wherever you are in the

world .

You can argue that we don’t need brands ,that we’d all be

better off in a w orld where nothing is branded and we all wear

blue overalls and buy oats o ut of sacks and have no choice over

who we bank with or what TV channels we watch .And I think one

thing about brands is they add a lot of color an d enjoyment and

fun ,as well as giving you the power to choose things .

Recording 1.3

Interviewer :What is the secret of a really successful brand?

SG:Really successful brands are ones that tap into an

emotion and that way t hey can inspire fierce loyalty .So they are

much more than just a product or a service,they are an

attitude ,and that’s carried through in everything about the

brand ,from the communications to the culture of the

organization,to ev erything you see about the brand .So,Apple is

a good example .It stands for a kind of anti-authoritarianism

[?:?θ?r?'te?r??n?sm] .It’s against big corporations, though it is a

big corporation itself ,and Apple started out when computers

were big and scary and quite off-putting .Apple invented the Mac

and you tu rned it on and you got a smiley face,it was really easy

to use and that’s so mething that Apple has carried through till

today ,where people are in love with the i-pod and the i-mac and

the i-book .,

Recording 1.4

Interviewer:Can you give an example of how you’ve helped

a company with i ts branding ?

S:Yes our er ...the classic example we have is Orange ,the

mobile phone servi ce ,and Orange really changed the way

people felt about mobile phones.Whe n everyone else was talking about technology.Orange talked about lifestyle an d

communication .It was originally going to be called Microtel and

we worked with the parent company to get them away from all

of that and create som ething entirely[?n?ta??li]

different.Something that was about optimism[??pt?m?z?m]乐观.The future’s bright ,the future’s orange’is the line that

everyone remem ber and it created a new world of

communication -people became quite pass ionate about using

Orange and it was highly successful financially. Recording 1.5

Marcia :Ok,we all agree we want to increase our revenue by

licensing our “L uc Fontaine”product range .As you know Susan

Li ,one of our contacts in H ong kong ,is very

interested .Alain ,how do you feel about this?Is she the rig ht

person for us ?

Alain:Definitely .In my opinion,she’s deal.She’s well known

in Asia,she’s got an excellent reputation in the industry.She’s

got a modern factory and a large c

ustomer base :I’d say she’s just what we are looking for .

Marcia:Right.Valerie,what do you think ?

Valerie:I agree because she’s very good at marketing .I’ve

met her several tim es ,She’ll work twenty-four hours a day to

get a sale.Just the sort of person we want .

Marcia:Barbara,you are shaking your head .What’s your

opinion ?

Barbara:I am afraid i can’t agree .I don’t think she’s

suitable at all .All her pr oducts sell at the lower end of the

market .They are in the cheaper price ra nges ,But Our Luc

Fortaine range is exclusive.The male and females perfumes are