親愛的朋友們，大家好！Welcome back to Keke English, BEC World, This is your friend, Charlie. In this section, I will introduce to your some useful sentences that will give you some insights and inspiration in the preparation for BEC test.

TODAY’S TOPIC
Branding
1. Effective brand names are easy to pronounce, recognize, and remember. Marketers try to overcome the problem of easily mispronounced brand names by teaching consumers how to pronounce them correctly.

2. Global marketers face a particularly acute problem in selecting brand names, an excellent brand name in one country may prove disastrous in another.

3. Firms marketing a product in many countries must decide whether to use a single brand name universally or tailor the name to individual countries.

4. Brand names should also give buyers the correct connotation of the product’s image.

5. It is becoming more difficult for companies to coin effective brand names, due to the multitude of competitors who are rushing to find brand names for their own products.

6. Some companies register names even if they don’t yet have products to fit them in order to stop competitors from using them.

7. Brand names are very important in choosing household appliances, because well-known brand names signal high quality.

8. Apart from this, they may offer better after-sales service and may be more reliable and user-friendly.

OK ,that is the end of today’s program, I sincerely hope you find it useful. I’m coming back soon, see you tomorrow. Goodbye.