1. Complete the sentences with the information taken from the text.

1. A few brands, such as Oxo and Marmite, have an … … .

2. Horlicks is the only … … facing the dilemma of evolution versus revolution.

3. Horlicks could help anyone get a restful … … .

4. However, the brand my changing … .

5. GlaxoSmithKline has pulled out all the stops to … Horlicks.

6. It has also engaged Mark Borkowski to … sleep-deprived party-goers and stressed-out working mothers.

7. Horlicks’ attempt to draw in a new generation of drinkers … a dilemma faced by many so-called heritage brands.

8. In a … … to move with the times, the veteran brand has revamped its appearance.

5. Explain the following English words and word combinations in your own words.

Sleep-deprived party-goers, stressed-out working mothers, a feisty attempt, to slip, to revamp, makeover, unsophisticated palettes, audacity, to tickle the taste buds of the media.

6. Decide which of the following statements are right and which are wrong. Give the correct variants.

1. The challenge is to re-express what they stand for in a way that distinguishes them from their rivals.

2. The beverage is back in fashion and being enjoyed as a relaxing after-dinner digestive in hip London venues.

3. The first option for brand owners is to reinterpret the traditional values of the brand in contemporary idiom to reach older consumers.

4. In a feisty attempt to be locked in the past, the veteran brand has revamped its appearance.

5. The other option is to launch a new TV campaign featuring the tag-line.

6. Apple’s iPod is on the way to achieving similar celebrity in the digital noughties.

7. In January the product was given a bitter taste and repackaged in an eye-catching carton.

8. Horlicks could help anyone wake up without any problem.

7. Make up your own sentences using the words and word combinations given below.

To pull out stops, to draw hip crowds, classic bedtime drink, to revamp one’s appearance, to speak to one’s needs, to alienate existing customers, to feature the tag-line, to dispel common perceptions of the brand, to change tack, eye-catching carton, to run advertisements with chic celebrities, to slip, to mark a break with the past, to hark back.

8. As the developer of a new shampoo, Main Mane, you know that your formula can effectively clean hair with only one application. All of the competing shampoos recommend that users apply the shampoos twice during each washing. Should your package instruct your customers to use the product only once or should you get them to use twice as much shampoo (requiring them to buy more often) by instructing them to apply the product twice? What will be the consequences of your decision?

9. Prepare the following reports and discuss them in groups.

1. What is the difference between a brand name and a trademark?

2. Can you explain the difference between a national brand, a private brand, and a generic brand?