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Anglais 2015 Centre National de l'Evaluation et des Examens Examen National du Brevet de Technicien Supérieur Session Mai Le Sujet Filière Toutes les ?lières du BTS Commercial MT - PME - CG - TC - MC - GA Durée Page Heures Épreuve La langue Anglaise Coe ?

Centre National de l'Evaluation et des Examens Examen National du Brevet de Technicien Supérieur Session Mai Le Sujet Filière Toutes les ?lières du BTS Commercial MT - PME - CG - TC - MC - GA Durée Page Heures Épreuve La langue Anglaise Coe ?cient Brands or Products What makes a brand di ?erent from a product In marketing terms products aren ? t brands Products are general while brands are something unique Brand identity consists of far more than the physical product itself It includes all the psychological features that we have learnt to associate with it Top brands form a personal relationship with the consumers that they ? re able to make us feel more con ?dent more powerful healthier and happier Brands are promises and people buy what they believe in A brand has speci ?c features which distinguish it from its competitors For example Barbie was the ?rst doll to look like a young woman and the metal rivet was the unique feature of Levi ? s jeans Both brands have numerous imitators The people who say you needn ? t worry about your competitors couldn ? t be more wrong Competent managers have to know how to position in relation to the competition in terms of factors like price and quality of the product Managers should relate the brand ? s value in a meaningful way to the consumers they have targeted With worldwide brands this may mean changing your message from country to country or even within the one market Coca-Cola produces a version for Japan which is sweeter than the one sold in the US The Japanese prefer beef with a higher fat content so McDonald ? s was naturally obliged Ronald McDonald ? s was even changed to Donald because the Japanese have trouble saying ??r ? The product life cycle is a familiar one in marketing A product is launched developed goes through a period of growth reaches maturity declines and eventually dies A top brand should last if it is well managed Brand managers must be able to identify new segments of the market particularly when products have become mature Nestlé and Kellogg ? s the famous breakfast cereals manufacturers have introduced a large number of variants to appeal to di ?erent consumers So knowing what stage your branded product is at in this cycle may help you decide when to launch a line extension or go for a relaunch with improvements and ??added-value ? features Newer versions of cars for instance will come with air-conditioning as a standard feature or they will have a facelift to modernize the look even though what ? s under the bonnet may stay the same CExamen National du Brevet de Technicien Supérieur - Session Mai Filière Toutes les ?lières du BTS commercial Épreuve La langue Anglaise Page I-COMPREHENSION POINTS A- Fill in this chart with information from paragraph points A product is di ?erent from a brand because A product is A brand