A

1. Among the brands listed, I would be most likely to purchase products from
brands such as Coca-Cola, McDonald's, Google, Microsoft, and Samsung. These
brands are well-established and offer products and services that I find reliable,
convenient, and of high quality. Coca-Cola and McDonald's provide a pleasant
experience and consistent quality in food, while Google offers a number of useful
services and is also one of the most popular search engines. Microsoft products
such as Windows and Office are widely used and suitable for both work and
personal use. The Samsung brand offers a variety of consumer electronics and
appliances known for their innovation and quality.

2
1999:
1 – Coca-Cola
2 – IBM
3 – Microsoft
4 – General Electric
5 – Ford
6 – Intel
7 – Disney
8 – McDonald’s
9 – AT&T
10 – Marlboro

2007:
1 – Coca-Cola
2 – Microsoft
3 – IBM
4 – General Electric
5 – Nokia
 6 – Disney
7 – Toyota
8 – Intel
9 – McDonald’s
10 – Mercedes-Benz

3.
1. Coca-Cola is a timeless and reliable brand.
2. McDonald's offers inexpensive and convenient dining options that are also
fun for customers.
3. Google is perceived as a cool and classic brand, admired for its innovative
approach and reliability.
4. Microsoft is well-regarded for its well-made products, which are both
reliable and timeless.
5. Samsung is recognized for its durable and fashionable products, often
associated with an innovative image.

4.
I am quite loyal to all the brands I mentioned earlier, and if I need to buy
something from the product categories in which these brands operate, I will choose
them. For example, when I buy a new phone, I will first of all go to an Apple store
because I have already had a pleasant experience buying electronic equipment from
this brand.
However, this does not prevent me from buying products of other brands, as
well as forming my own impression of other brands.

5.
People may develop a dislike for brands for various reasons. Primarily,
negative experiences play a significant role; if someone has encountered
dissatisfaction with a brand in the past, they're less inclined to patronize it again.
Additionally, factors such as exorbitant pricing, disagreements with the brand's
values or ethical stance, and cultural or social influences can also contribute to this
sentiment.

B:
Both speakers in this conversation hold different views on brand buying. The
first speaker has a positive attitude towards brands, as he believe that brands offer
guaranteed quality, reliability, and stylish design. On the other hand, the second
speaker dislikes the advertising hype, lack of individuality, and the possibility of
buying counterfeit goods that are associated with brands. The second respondent
prefers to prioritize value for money and individuality over brand names and logos.
While both perspectives have their merits, I personally resonate more with the
viewpoint of the first speaker, who holds a positive attitude towards brands. This
aligns with my belief that branded items often offer more reliability and aesthetic
appeal, making them a preferred choice.

Vocabulary: A
 B
С
1) What are the advantages and disadvantages for companies of product
endorsements?
Product endorsements are important for companies because they increase brand
awareness, build trust among consumers, and can have an impact on sales. However,
it can also have disadvantages, such as high advertising costs and the risk of
damaging the brand's reputation in the event of scandals or poor product quality.

2) How can companies create brand loyalty?

Companies can create brand loyalty through sustainable communication with
customers, which involves understanding their problems and finding appropriate
solutions. It is also important to be able to surprise customers and evoke emotions
through brand presentation and packaging design. In addition, collaboration with
influencers and opinion leaders can help companies build trust and relationships with
their audience, which in turn helps to create and strengthen brand loyalty.

3) Can you give any examples of successful or unsuccessful brand

stretching?
A good example of successful brand stretching is Apple, which started with
computers and expanded into a variety of consumer electronics, such as smartphones
(iPhone), tablets (iPad), and smartwatches (Apple Watch). On the other hand, an
unsuccessful attempt at brand stretching can be seen with FritoLay, known for its
Lay's, Cheetos, and Doritos brands, which specialized in salty snacks. In 2005, they
tried something new with the launch of Cheetos flavored lip balm, a completely
unexpected product for them. However, even the most loyal Cheetos fans were not
interested in using a lip balm that smelled like cheese and was unusually orange in
color.

4) Think of a cheap or expensive idea for a product launch.

In my opinion, a great option for a cheap product launch is to use social media.
For example, a brand can organize a contest with prizes where participants have to
post on behalf of the company, tag their friends and leave a comment about their
liking for the brand or the new product. This helps to create buzz around the product
and engages the audience without spending a lot of money.

5) What other market segments can you identify (e.g. young singles)
Other market segments include: parents, fitness enthusiasts, tech-savvy
consumers, eco-conscious consumers, small business owners, pet owners, etc.

6) What action can companies take if they start to lose market share?
Companies facing a loss in market share can respond by innovating products,
refining marketing strategies, adjusting prices, improving customer experience,
seeking strategic partnerships, and controlling costs to regain competitiveness and
sustain long-term growth.

LISTENING
 A
B
A brand's main function is 'to enable you to choose one thing from another - often in markets where
i there is very little actual
difference between, you
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