PART FOUR Questions 19-33 ●Read the text below about product brands. ●Choose the best word to fill each gap, from A, B, C or D on the opposite page. ●For each question 19-33, mark one letter (A, B, C or D) on your Answer Sheet. ●There is an example at the beginning (0). THE ROLE OF BRAND IMAGE Although brand image is not the only (0).....A..........why certain products are successful, it is an extremely important part of an overall marketing strategy. In fact,many manufacturers 19 such a high value on their brands that they employ legal experts to 20 them from misuse by imitators and counterfeit traders. In addition,companies 21 employees with handbooks which 22 how their logos should be used — for example the size and colour of graphics and suitable ways of displaying the product. Originally the brand was little more than a graphic that helped people to 23 a particular product, but as advertising developed, it grew in 24 As the famous brands became 25 with quality in the minds of consumers, manufacturers found they could 26 top prices for these products in order to recover some of the heavy 27 of advertising.As firms realised their potential value, brands quickly became registered trade marks. Today, branding is widespread and is used to sell both products and services. Most companies 28 to achieve ‘multiple appeal’ with their brands. This means that the brand appeals to people of different age groups and lifestyles. The problem for the brand manufacturer is how to keep old customers and at the same time to 29 new ones. A powerful brand is good for sales, but first this has to be 30 and then maintained through a continuous 31 of image design and advertising. If multiple appeal 32 then regular evaluation of the brand will show this and should 33 in the product being redesigned or the advertising being changed.