I.

Comprehension
1. Because customers’ needs and market are constantly evolving and because different
products are generally at different stages of their life cycle with growing, stable or
declining sales, companies have to re-evaluate their product mix
2. In order to distinguish them from competitors’ products and to make the consumers
remember the company, products and services.
3. Corporate branding means including the company’s name on the products and
individual branding means giving each product a different brand despite belonging to
one company.
4. Big soap powder producers have a multi-brand strategy to help them fill up space on
supermarket shelves, leaving less room for their competitors’ products and even if one
brand eats into another brand, it reduces the possibility of sales and profit going to their
competitors.
II. Vocabulary
1. Outlets
2. Product mix
3. Retailers.
4. logo
5. packaging
6. brand recognition
7. shelves
8. market share
9. brand-switchers