Tasks to the text “Brands Up”

Task 1. Match the proper names and their descriptions.

Names	Description
BMW	tobacco giant
Coca-Cola	professor of Marketing at Kingston University Business School
Colman's	Norwegian ship builders
Crest	sports brand
Guinness	subsidiary of a tobacco giant
Jeeves of Belgravia	the Prime Minister
Johnnie Walker	spokesman for the Manchester United Independent Supporters Association
Kraft Jacobs Suchard	market chain
Kvaerner	condiment
Man U.	marketing director for premium malt whiskies at United Distillers
Marmite	Irish bars
McDonald's	a German shoe company
Microsoft	a product of the brewing industry in Burton on Trent
Morgan	orange drink
Mr Minute
Nestlé
O'Neills
Philip Morris
Pringle
Robert East
Rolls Royce
Sketchley
Sony
Sunny Delight
Tony Blair
Walsh

Task 2. Complete these sentences.

1. A survey recently found that…

2. Invented in the 19th century, brands have long been …

3. The amount of reliance placed on a brand is quite high, but …

Task 3. This text is build as a chain of statements and arguments against these statements. Statements are given in the table. Read the text again and find arguments against these statements.

Statement	Argument against
Brands deliver consistency
You know where you are with a brand.
Does it matter? Should we worry about who owns what? Information about the company gets in the way. It's not good for anyone.

Task 4. Read the text again and answer the questions.

1. How can consumers find out who owns what?

2. Why is it not easy to unravel ownership?

3. What are the reasons why ownership matters?

4. What brands usually come out on top?