Read the following text, and then write a brief heading for each and every section: 3.________________________ Some companies include their name in all their products (corporate branding) e.g. Philips, Yamaha. Other companies do individual branding, and give each product its own brand name, so the company name is less well-known than its brands (compare the name Procter & Gamble with its individual brand names Pampers, Pringles, Duracell and Gillette). Some companies, such as the major producers of soap powders, have a multi-brand strategy which allows them to fill up space on supermarket shelves, leaving less room for competitors. Even if one brand ’’cannibalizes”(or eats into) or takes business away from another one produced by the same company, the sales do not go to a competitor. Having three out of 12 brands in a market generally gives a greater market share than having one out of ten, and gives a company a better chance of getting some of the custom of brand-switchers. 4._____________________________ The brand consultancy Interbrand publishes an annual list of the best global brands which shows that the worth of a brand can be much greater than a company’s physical assets. For example, in the early 2000s, the value of the top ranked brand, Coca Cola, was calculated at over 70 billion dollars. Consequently, a company’s market value (i.e. the combined price of all its shares) can be much greater than its book value – the recorded value of its tangible assets such as buildings and machinery. Brand value largely comes from customer loyalty: the existence of customers who will continue to buy the products.
- Read the following text, and then write a brief heading for each and every section:
3.________________________
Some companies include their name in all their products (corporate branding) e.g. Philips, Yamaha. Other companies do individual branding, and give each product its own brand name, so the company name is less well-known than its brands (compare the name Procter & Gamble with its individual brand names Pampers, Pringles, Duracell and Gillette). Some companies, such as the major producers of soap powders, have a multi-brand strategy which allows them to fill up space on supermarket shelves, leaving less room for competitors. Even if one brand ’’cannibalizes”(or eats into) or takes business away from another one produced by the same company, the sales do not go to a competitor. Having three out of 12 brands in a market generally gives a greater market share than having one out of ten, and gives a company a better chance of getting some of the custom of brand-switchers.
4._____________________________
The brand consultancy Interbrand publishes an annual list of the best global brands which shows that the worth of a brand can be much greater than a company’s physical assets. For example, in the early 2000s, the value of the top ranked brand, Coca Cola, was calculated at over 70 billion dollars. Consequently, a company’s market value (i.e. the combined price of all its shares) can be much greater than its book value – the recorded value of its tangible assets such as buildings and machinery. Brand value largely comes from customer loyalty: the existence of customers who will continue to buy the products.
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