VOCABULARY branding - znakowanie, cechowanie leading brand - wiodąca marka towaru household cleaner - środek czyszczący do użytku domowego competitor - konkurent customer loyalty - lojalność klienta R&D team - dział badań i rozwoju to come up with sth - wyjść z czymś (np. pomysłem) advance - postęp, krok naprzód existing - istniejący management team - ekipa menedżerska, kadra kierownicza to replace - zastąpić (coś czymś) successful - odnoszący sukcesy to launch - wypuścić, wprowadzić (np. towar na rynek) to compete - konkurować, rywalizować market leader - towar wiodący, lider na rynku to forget - zapominać

Lesson 9
Branding

For many years Conson had been the country’s leading brand of household cleaner. Some of its competitors were now selling better cleaning products but customer loyalty remained strong.

So when the company’s R&D team came up with a new type of household cleaner that represented a major technical advance over the existing product, the management team wasn’t sure what to do.

Should they replace their existing successful product and use the Conson name on their new household cleaner? Should they use the Conson name on both products?

Should they launch a new brand to compete against their own market leader? Or should they forget about their new product altogether?

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	Lesson 9

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