Brands study material

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Bussiness English lecture on brands

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Author: Sanja Radmilo Derado
UNIT 1 - BRANDS
Study material for Business English 2

UNIT 1 BRANDS

BE2_summer semester_Sanja Radmilo Derado Page 1



WHAT IS A BRAND?


In today’s world, ‘name sells’. For instance, a
car is a car and its purpose is commuting from
point A to B. Nevertheless, when a car is a
Mercedes or a BMW, the perception changes.
It’s not viewed just as a mode of transport but
it’s attached to one’s status or prestige. And
that’s exactly what a brand does. It not only
gives recognition to the company but
helps customers create an identity for themselves.
As said by Jeff Bezos, CEO of Amazon.com, “A brand for a company is like a reputation for a
person. You earn reputation by trying to do hard things well.”

According to American Marketing Association (AMA), brand is a “name, term,
sign, symbol, or design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate them
from those of competition”. For a customer, a brand is all the emotions and ideas
associated with a product or service that creates a distinct customer experience. It includes
all things real or perceived, rational or emotional, physical or sensory, thought or felt,
whether in form or function, planned or unplanned. The power of the brand depends on how
well a product can invite the customers and how long can it reside in their minds.

Other ways to define a brand
1
st
definition
A brand is a name, term, symbol, design, or combination of these elements that is
intended to identify the goods or services of a seller and differentiate them from their
competitors.

2
nd
definition
A brand is the intangible sum of a product's attributes: its name, packaging, and price, its
history, its reputation, and the way it's advertised.



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3
rd
definition
“Branding is a practice that has always existed above and beyond all other business
strategies. It is an organizing principle so broad yet so defining that it can shape and direct
just about everything a company does, and, most important, how it does it.” Scott Bedbury, A
New Brand World

4
th
definition
Brands are sponges for content, for images, for fleeting feelings. They become
psychological concepts held in the minds of the public, where they may stay forever. As such
you can’t entirely control a brand. At best you can only guide and influence it.
Branding is a powerful message that speaks to who we are, what we want and who we want
to be.
Brands humanize the product or service and give it a personality all its own.



WHAT MAKES BRANDS SUCCESSFUL?

Earlier, branding included logos and
advertisements. But nowadays, brand is much
more than a name or a logo. A brand is no longer
just about image projection. It is about the company
as a whole. Branding distinguishes a company,
product or service from the rest and creates a
lasting impression on the consumers.

A brand is not just a logo, ad campaign,
spokesperson or slogan. Rather a brand is a product of the millions of experiences a company
creates with employees, vendors, reporters, communities, and customers—and the emotional
feelings these groups develop as a result of their experiences.

In order to maintain their brands successful, companies need to:

Use web-based social networking to exchange information (social media sites –
Twitter, Facebook, LinkedIn…) since marketing on those sites is on the constant increase
as is social networking online. Studies have shown that people connected on those sites
spend more money online than an average buyer. In today’s uncertain economic
conditions, business owners are finding it necessary to become even more creative in
order to successfully brand their products and services. Money is tighter in many
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households due to job loss and/or reduced wages. As a result, consumer expectations are
rising as they seek newer and more advanced tools to meet their desire for the latest and
best, despite financial limitations.

Enable fast consumer feedback. Today, information travels faster than a few decades
ago and companies need to adjust their marketing strategy to the new tendencies in
communication. That means advertising in the media used by the younger generations
and adjusting their customer service operations to fit the latest technological
development (open forums and chat lines, invite consumers to send text messages, etc.).

Anticipate customers’ needs. A basic business principle has always been that the
most successful businesses are those that know how to anticipate their customers’ needs,
and then fill them. In some ways, narrowing rather than expanding one’s brand has
become the target of today’s marketplace due to conservative spending and meeting the
wants and needs of customers who are able to pay.

Narrow the brand instead of expanding it (in times of recession consumers spend
conservatively and focus their attention on meeting the basic day-to-day needs so they
look for products that will meet those needs).
Also…
Create web site with precise product information.
Brand should be truly reflected in the logo and the tagline (=a slogan or
phrase that captures the essence of a brand’s promise to consumers).
Use a variety of advertising methods – newsletters, tote bags(given away at
events, promotions and openings), personal phone calls, direct marketing
(leaflets in the post)
Organise seminars and webinars
Upload personal details and contact information on the web page to speed up
information flow.
Inspire customer interaction – post surveys, open forums, invite customers
to blog.
Offer customer testimonials – personal statements make product or service
Provide excellent customer service
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WHAT IS BRAND MANAGEMENT?

Brand management is the process of creating and sustaining brand equity. Brand
management includes–developing a strategy that successfully sustains or improves brand
awareness, strengthens brand associations, emphasises on brand quality and utilisation. It
represents a sophisticated business process to maintain the unique mix of physical attributes
and intangible values that distinguishes one brand identity from the other.
Therefore, brand building and brand management have become critical issues for firms
competing within industries. Over the last decades, brand evolved from a simple product
attribute to that of a value creator for the entire firm. A brand can be anything – a person,
product, country, company, etc.

Brand management is not just about building brands, but also managing and establishing
them. Marketers should consider maintaining healthy and vital brands and firms need to pay
attention to brand building. They should not neglect important issues related to brand
leveraging, identification, and protection. Successful brand is an important strategic
marketing tool for a firm. Effective brand management includes constant endeavour of a firm
to choose the ways for realising the brand potential and enhance its value. As a result, it can
create sustained competitive advantage and a successful strategic positioning through
continued investment in quality, communication and customer relationships. The basic
message to management is that brand is an instrument, not only a goal and, if it used
efficiently, it causes creation of valued intangible assets – customer capital.


TYPES OF BRANDS

There are six types of brands:










Product Brands
Service Brands
Organisation Brands
Person Brands
Event Brands
Geography Brands

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Product Brands – The brand that is associated
with a tangible product, such as a car or a drink.
This can be very specific or may indicate a range
of products. It is further divided into individual
product (Ex: Coca-Cola) and product range
(Ex:varieties of Colgate toothpaste).


Service Brands – The brands that deliver complete solutions and intangible
services besides manufacturing products. Service brands are about what is done,
when it is done, who does it, etc. It is much different than product brands, where
variation can be eliminated on the production line. Even in companies such as
McDonald’s where service has been standardised down to eye contact and smile,
variation still occurs.

Organisation Brands – Organisations are brands, whether it is a company that
delivers products and services or some other group. Thus, Greenpeace, Mercedes
and the US Senate are all defined organisations and each have qualities associated
with them that together constitute the brand.

Person as Brand – Person brand is focused on one or a few individuals and is
associated with personality.
• Individual – A pure individual brand is based on one person, such as a celebrity actor or a
singer. The brand can be a person with a carefully
crafted projection (eg. politicians).
• Group –In particular, when this is a small group and the
individuals are known, the group brand and the individual
brand overlap. For example,
the brand of a pop group and the brand of its known
members are stronglyconnected (eg. The Beatles).

Event Brands– Events have brands too, whether they are rock concerts or the Olympics.
Event brands are strongly connected with the experience of the audience, for example,
musical pleasure.


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Geography Brands – Areas of the world also have
essential qualities that are seen as
characterisations, and hence also have brand. These areas
can range from countries
to states to cities to streets and buildings. Those who
govern or represent these
geographies, develop the brand (e.g. Japan, US).


TRANSFORMATION OF A BRAND TO AN EXTRAORDINARY BRAND

Most of the companies manage to build brands. But, the question is – What is the
secret of the long life of such brands? There are companies that have established brands
which are loved by the customers and have been for decades. Such brands become icons.

Iconic Brands
Iconic brands are part of our culture. They are easily recognised
by their logo. These brands spend a lot of money on marketing to keep their image
perfect. These iconic brands are top of mind brands and often win a bigger market
share. For example, McDonald’s, Microsoft, Dell, Coke, Pepsi, and American Airlines have a
significant place not just in the market, but also in the consumer’s minds. But, there are few
phenomenally extraordinary brands that build an everlasting relationship with the
customers. They ideally are called cult brands.


Cult Brands
Cult brands understand that their brand belongs to the customer. Only the customer’s voice
counts. A successful cult brand embraces its customersby anticipating their basic human and
spiritual needs. As a consequence, cult brands achieve a level of customer loyalty
unprecedented in traditional business. These brands have no substitutes. Examples are:
Oprah, Linux, Southwest Airlines, IKEA, Harley Davidson, Apple, Star Trek, Volkswagen
Beetle, Cuban Cigars. They are profitable even in unfavourable market conditions because of
the powerful relationships they have with their customers.






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CORPORATE_BRANDING

Corporate branding refers to a company
applying its name to a product. The product and
the company name become the brand name.
The company can advertise several of its products
under a single brand name in a practice referred
to as family branding or umbrella branding.

By using corporate branding with a successfully
marketed product, a company can familiarize consumers with its products and may
create brand loyalty. If the public likes one product from this company, then they may
seek out the brand name when buying other products. Corporate branding is usually only
successful if the company is well known and sells reputable products with a positive
image. One of the disadvantages of corporate branding is that the company can become
identified with only one type of product.
To consumers, corporate branding represents a level of quality that they have come to expect
from the company. They will expect every product with the same brand name to have the
same level of quality that they are familiar with. The company can increase sales by
comparing one of their more popular products with a similar product by another company,
showing sales figures to back up their promise. The value of the brand is determined by
the profits the products have made. If profits are high, then the manufacturer is able to
charge more for their product.
When applying corporate branding to a product or products, companies need to follow a
few guidelines. A corporate brand should be easy to recognize and attract attention. It should
also be legally protectable and suggest the company or product image.
Ideally, the brand should be easy to pronounce and easy to remember. A premiere brand
product typically costs more to purchase than an economy brand. Consumers are paying
for the name and the quality of product that name guarantees.
There are a few extensions to corporate branding. One brand name may be used for a number
of products in family branding, or all the products may be given different brand names in a
practice called individual branding.
When large retailers buy goods in bulk and then put their own brand name on them, this is
called store branding, label branding, or private branding.

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Co-branding is when two or more manufactures combine to sell their products. When a
company sells the right to use their brand name to another company for use in another
location or for non-competitive purposes, this is called brand licensing.
Corporate branding has the ability to make a product very successful. If the brand name has a
track record of a guarantee of quality, then there are huge amounts of money to be made by
using the name. However, just one shoddy product under the brand name may cause bad
word of mouth, affecting sales of all the other products under the same name and causing
irreversible damage to the company.
On the other hand, if a company launches a successful brand, which in time achieves high
sales numbers and proves its high brand value, then consumers tend to show loyalty to
other similar products made by the same manufacturer.



STORE BRANDS

Certain brands of products that are only
available at a particular store, usually a chain
store, are called store brands. Store brand
products are often available for a discounted
price, and are popular with those trying to keep
their spending to a minimum. In some stores,
they can even make up 40 to 50 percent of the
total sales, and may be 15 to 50 percent cheaper
than the national name brand products.

Store brands are usually similar in quality to the name brand products, although some food
products may be of a slightly lesser quality. Paper and personal products usually perform just
as well, if not better, than name brand items. The packaging for store brand items is usually
very close in resemblance to name brand merchandise, with the same colours often
used for both products. Stores will often put their store brand on the shelves right next to the
comparable name brand product, encouraging shoppers to quickly and easily compare
the prices and ingredients of the two items.

The manufacturers of name brand products are very often the manufacturers of similar store
brand products. This does not necessarily mean that the recipes used for the two products are
the same. In other cases, the products may be made individually by a manufacturing plant
owned by the store chain itself. By comparing the ingredient lists from the products of
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national and store brands, consumers can decide how similar the two products really are, and
if the difference in price is worth the possible difference in quality.
Store brands allow stores to sell products for a better value than many of the name brand
items. There are several reasons for this, but the main one is that store brand products
do not need the advertising that national brands do. The stores do not create special
marketing campaigns for these products. They are often included in fliers and specials, but
very little extra money is spent on advertisements. This saves the company, and consumers, a
lot of money.

Consumers have very different opinions on store brands. Some are very loyal to certain name
brand products, and refuse to try cheaper alternatives. To others, the money saved is
more than worth any reduced quality. Many people, however, fall somewhere in the middle.
There are some products that they feel are worth the money for getting name brand quality,
such as cereal or paper towels, but are more than willing to use the cheaper alternatives for
other items, such as condiments, desserts, and dairy products. The quality of many store
brand products has improved greatly over the past decade, making it easier for consumers to
get the quality they expect for a more reasonable price.
When many people losing their jobs as a result of outsourcing, there are fewer payroll tax
receipts and fewer contributions to Social Security and Medicare. Government revenues
mainly depend on income and sales tax. Reduction in these areas adds to more payments
going for unemployment benefits which will result in increasing government spending.


GLOSSARY OF NEW TERMS

COLLOCATIONS WITH ‘BRAND’:

Brand (noun)
a name given to a product or a group of products so that it can be easily recognized
(e.g. I have bought one of the leading brands of computers.)

Brand name (noun)
a name the manufacturer gives a product; the product is sold under its brand name
(e.g. Drugs can be sold under different brand names across the EU.
When it comes to soft drinks, Coca-Cola is the biggest selling brand name in Britain.)

Own brand (own label) (noun)
products which have the trademark or label of the shop which sells them, especially a
supermarket chain. They are normally cheaper than other popular brands

(e.g. This range is substantially cheaper than any of the other own brands available.)

Brand awareness/ brand familiarity/brand recognition
degree to which people know a brand
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(e.g. The strategic strong point of Harley Davidson’s marketing plans is the strong
brand recognition enjoyed by their products.
Brand awareness provides customers with a degree of reassurance.)

Brand promise
what people (clients, consumers, end-users) expect from a brand

Brand vision
the brand vision communicates where the brand is and where the brand can go. It talks
about the values the brand has today and the values it will need in the future

The flagship brand
the brand for which a business is well-known, and which represents its image most
appropriately

A no brand/generic brand
A product that doesn´t have a brand associated with it

Premium brand
a high quality brand, more expensive than its competitors

Economy brand
a brand that is cheaper than its competitors

Brand leader
the best-selling brand in a particular market

Brand essence
the most fundamental aspect of a brand. It is often possible to express this in a single
word or phrase

Brand parity
how a product is similar to that of a competitor

Co-branding
the use of the brand names from two different companies on the same product

Power branding
the marketing strategy in which every product in a company’s range has its own brand
name

Brand preference
when consumers prefer one brand to another

Brand image
all the ways in which people think about a brand OR how a brand is perceived in the mind
of the customers and what they associate with it

Brand equity
the value of a brand to its owners, as shown on a firm´s balance sheet OR the value that a
brand name and symbol ads to a product or service

Branding
refers to the image or impression that a company creates for its products, usually through
advertising
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(e.g. As we enter the 21
st
century, companies are placing greater emphasis on branding
and marketing.
French Connection, the fashion retailer is a good example of how skilful branding can
invigorate trading.)

Brand positioning
a firm can position a brand by emphasizing its characteristics and benefits in relation to
other brands. Firms create a positioning map to show how different brands are positioned
in relation to one another
(e.g. in the case of breakfast cereal a firm creates a positioning map to demonstrate how
their brand compares to other varieties of cereal that already exist at the market, in
price, energy value, calories, etc.)

Brand differentiation
when a company designs a product in a way that distinguishes it from competitors´
brands and communicates the comparative benefits to customers in its sales
documentation, advertising, etc.
(For instance, a UK mobile phone company ran a campaign addressed to the ´hard-
nosed businessman´. This was an effort to differentiate its business services from those
for private users and from business services from less-targeted services offered by other
mobile phone companies).

Brand stretching
Or brand extension is when a company uses an existing brand name for new types of
product. Marketers say that this can go too far and lead to brand dilution (– making
the brand less powerful.)
(e.g. A good example of brand stretching is when tobacco companies use non-tobacco
products such as the Marlboro Classic clothing range to promote a particular brand of
cigarette.)
IDIOMATIC EXPRESSION: At full stretch: using as much energy as possible, or the
greatest possible amount of supplies
(e.g. We have been working at full stretch).

*Trademark
A word, phrase or symbol that represents a company or identifies a product or is
registered to protect against its use by another party.



COLLOCATIONS WITH ‘MARKET’

Market leader

The best-selling product or brand in the
market.

Market follower

The second best-selling product or brand in
the market.

Market positioning

The process by which marketers try to
create an image or identity in the minds of
their target market for its product, brand,
or organization.

Market research

The process of obtaining information about
what consumers want and need.
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Market segment

A group of customers of similar age,
income level, and social class; a sample
group of potential product users.


Market share

A percentage of sales of a product in a
particular market.

Market value


The price which a seller might reasonably
expect to get for goods, services or
securities on the open market






THE PRODUCT CAN BE DESCRIBED AS:

Value for money
(refers to the relationship between a product´s quality and its price): how much sth is
worth compared with its price
(e.g. We are constantly on the lookout for products that offer the best value for money.)

Top of the range (adjective)
(for various types of products): the most expensive of a group of similar products
(e.g. I have acquired a top-of-the range computer.).

Mid-range (adjective)
(for various types of products): not the cheapest or most expensive, not the best or worst,
etc.
(e.g. mid-range DVDs; to increase sales in the mid-range market)

Stylish (adjective)
attractive or well arranged
(e.g. stylish clothes; stylish furniture)

Reliable (adjective)
Something or someone that is reliable can be trusted or believed because they work or
behave well in the way you expect
Is your watch reliable?
reliable information
Gideon is very reliable - if he says he'll do something, he'll do it.
Opposite: unreliable
Reliability (noun) /rɪlaɪəbɪl.ɪ.ti/
Rolls-Royce cars are famous for their quality and reliability.

Luxurious (adjective) /lʌgʒʊə.ri.əs/
very comfortable and expensive
They have a very luxurious house.
We spent a luxurious weekend at a country hotel.

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Durable (adjective)/djʊə.rə.bl/ =lasting; long-lasting; long-lived;
able to last a long time without becoming damaged
The machines have to be made of durable materials.
The resolution calls for a durable peace settlement.
Durability (noun)

Timeless (adjective) = not limited
having a value that is not limited to a particular period but will last forever
a timeless book/play/film/classic
timeless values/questions
Rothko's paintings have a timeless quality.
Timelessly (adverb)

Inexpensive/ (adjective) /ɪn.ɪkspent.sɪv/ = cheap
not costing a lot of money
It's an inexpensive perfume.

Fashionable (adjective)/fæʃ.ən.ə.bl/
popular at a particular time
a fashionable nightclub/restaurant
fashionable ideas/clothes
Fashionably (adverb) /fæʃ.ən.ə.bli/
fashionably dressed

Well-made (adjective)
skilfully built or constructed: a well-made sofa.
strongly built; well-built: sturdy, well-made youngsters.

Cool (adjective) informal
Very good; fashionable; hip
























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VOCABULARY REVISION

1. Use the words below to complete the sentences 1-5.

demand / consumers / respond to / factors / consumer tastes / decision making
/ complementary / advertisers /

1. Producers and ……………………. use a variety of methods to try to influence
…………………………………… and preferences, and through that, demand.
2. Tastes and preferences and the price of substitute and ……………………….. products
influence …………………………… for goods and services.
3. Distinguishing fact from opinion in advertising enhances consumer……………………………..
.
4. People ……………………………advertising in various ways.
5. ………………………… make better choices when they understand and consider the
………………………. that influence their demand for goods and services.

**ATTENTION!
o Complements are products that are used or consumed in combination with one another, such as
hamburgers and hamburger buns, peanut butter and jelly, and loose leaf paper and 3-ring binders.
o Substitutes are products that can replace one another, such as apple juice
and orange juice, butter and margarine, and pencils and mechanical pencils.


2. Match the terms on the left with their definitions on the right.

1 brand essence a. How a brand is presented to differentiate
it from a competing brand.
2 brand image b. The use of the brand names from two
different companies on the same
product.
3 brand parity c. The result of a customer’s decision to
always buy a particular brand.
4 brand positioning d. A word, phrase or symbol that represents
a company or identifies a product and is
registered to protect against its use by
another party.
5 brand equity e. The most fundamental aspect of a brand.
It is often possible to express this in a
single word or phrase
6 brand loyalty

f. The part of the brand that can be
expressed verbally as words, letters or
numbers
7 brand name

g. The marketing strategy in which every
product in a company’s range has its own
brand name.
8 co-branding

h. How a brand is perceived in the minds of
customers and what they associate with
it.
9 trademark

i. The value that a brand name and symbol
adds to a product of service.
10 power brand

j. How a product is similar to that of a
competitor.
1___2___3___4___5___6___7___8___9___10___
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3. Complete the definitions below with a suitable word or phrase

1 To make your brand different from other brands: _________________________ .
2 This type of brand is produced for and sold in supermarkets: _______________ .
3 A ________________________ is also known as a no brand.
4 A well-known product that best represents the brand is called the _____________ .
5 A set of products grouped under the same brand is called ____________________ .
6 A type of brand that is less expensive than some similar products is called an
_________________________ .
7 Using a name, symbol, logo or design to identify the product: ________________ .
8 This type of brand is luxurious and more expensive than some similar products:
______________________ .
9 The best-selling brand in a product category is the brand _____________________ .


4. Complete the email below about brand strategy by selecting phrases from the
box.

establish the brand/ brand extension / stretch the brand / market the brand / enhance the
brand / brand positioning / rebrand/ launched the brand


New message
Last year we _______________________ in a new market; this year we need
to _________________________ and make it stronger. It´s too early to
rebrand – change the name – but we could _____________________ to
include holiday reservations as well as holiday insurance. This
_____________________________ will help us to
__________________________ to new consumers. Our
________________________ of reliable holidays allows us to
_____________________________ , improving it in this way.


5. Answer the following questions by stating your personal opinion

a. Name a product that is advertised by a celebrity.
b. Why do companies use celebrities in ads?
c. Name a product that is endorsed by an authority, such as a doctor, a pharmacist, a
nutritionist, a mechanic, a teacher, a police officer, and so on.
d. Why do companies use authorities in ads?
e. Name a product advertisement that focuses on a claim that everyone else consumes the
product.
f. Why do companies advertise in this way?
g. Name a product advertisement that compares the quality of similar products.
h. Why do companies advertise in this way?





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KEY – VOCABULARY REVISION

1
1. advertisers; consumer tastes; 2. complementary; 3. decision making; 4. respond to; 5. Consumers;
factors;
2
1-e; 2-h; 3-j; 4-a; 5-i; 6-c; 7-f; 8-b; 9-d; 10-g;
3
1-differentiate; 2-own; 3-generic; 4-flagship; 5-range; 6-economy; 7-branding; 8-premium; 9-leader.
4
launched the brand/establish the brand/rebrand/stretch the brand/brand extension/market the
brand/brand positioning/enhance the brand
5 – possible suggestions
b. They think that celebrity ads will influence consumer tastes and preferences for the product, and,
therefore, increase consumer demand for the product.
c. toothpaste, pain relievers, food supplements, frozen foods, teaching aids for children, anti-calc
machine powder, etc.
d. They think that an endorsement by an authority will influence consumer tastes and preferences for
the product, and, therefore, increase consumer demand for the product.
e. Levi jeans, Guess, video game systems, various toys, washing-up liquids, fabric softeners, etc.
f. They think that the ad will influence consumer tastes and preferences; consumers will want what
everyone else has, and the demand for the product will increase.
g. Cars, pain relievers, other over-the-counter medications, stain removers, washing-up liquids, home
and furniture equipment.
h. If consumers think the quality of one product is higher than another, they will substitute one
product for another, and the demand for the high-quality product will increase.

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