there are what we refer to as the stand alone brands or individual brands, for example ariel, haagen daaz ice-cream, direct line insurance, or marlboro cigarettes.
they require separate marketing support.
theres also the corporate branding, or family brands such as heinz or virgin, marks and spencer, levis.
2.3
we need new brands because, well, customers want new brands.
they want choice. they want a selection of different products. they like to rely on the quality levels guaranteed by the company.
they like to trust products. it makes shopping so much easier for them. and also, they like to identify with brands.
unit 3
travel
3.1
good morning, cpt. how may i help you?
its philippa knight here. could you put me through to extension 281 please? certainly. putting you through.
hello. maria bonetti speaking.
hello maria. its philippa knight from the fashion group in new york.
hi philippa, how are things?
fine thanks. im calling because ill be in london next week and id like to make an appointment to see you.
i want to tell you about our new collection.
great. what day would suit you? im fairly free next week, i think.
how about wednesday? in the afternoon? could you make it then?
let me look now. let me check my diary.
oh yes, thatd be no problem at all.
what about 2 oclock? is that ok?
perfect. thank very much. itll be great to see you again. well have plenty to talk about.
thats for sure. see you next week then.
right. bye.
bye.
3.2