Choose the correct word given in brackets.

BRAND NAMING
Brand names are an important aspect in 1. (setting/sitting) the tone and personality of your brand, as well as being a key element in marketing activity. Along 2. (with/for) design, a name can be a 3. (means/meaning) of differentiation and should 4. (reflect/to reflect) the 5. (all in all/overall) brand strategy you’ve developed.
6. (Choosing/choose) a name can be a difficult task, but it’s made even 7. (harder/hard) because so many are already in use and trademarked. 8. (Make/Do) sure to check 9. (carefully/ careful) that any names you’re 10. (considered/considering) for a company, product or service aren’t already in use and protected by law.
11. (On/In) the whole, a name should have the 12. (following/ followed) attributes. These attributes are:
Descriptive
Names which simply say what the company 13. (do/does). For example, Easyjet (makes flying easy), Toys ‘R’ Us (all about toys), General Motors (vehicle manufacturer).
 
Evocative
Names which suggest 14. (sensations/associations) to the brand but do not try to describe the offer precisely. For example, First Direct (first bank to offer instant telephone banking), Innocent (natural purity of the fruit juice), Nike (the goddess of victory), Amazon (the largest river in the world).
Invented
Invented names are fanciful fabrications that are often 15.(build/built) from Latin, 16. (Greek/Greece), or other foreign root words. For example, Kodak, Xerox, and Verizon are all great examples of invented names that have managed to build great brand equity over the years.
Acronyms
Acronyms are just short versions of descriptive names. Kentucky Fried Chicken switched 17. (to/for) KFC, because fried chicken didn’t sound healthy, and the Hong-Kong and Shanghai Bank changed to HSBC to help the bank expand globally, whereas IBM stands 18. (in/for) International Business Machines, etc.

0 0 Пожаловаться