Brands and branding

A brand is a name a company gives to its products so they can be easily recognized. This may be the name of the company itself: the make of the product. For products like cars, you refer to the make and model, the particular type of car, for example, the Ford (make) Ka (model).
Brand awareness or brand recognition is how much people recognize a brand. The ideas people have about a brand is its brand image. Many companies have a brand manager.
Branding is creating brands and keeping them in customer's minds through advertising, packaging, etc. A brand should have a clear brand identity so that people think of it in a particular way in relation to other brands.
A product with the retailer's own name on it is an own-brand product (BrE) or own­label product (AmE).
Products that are not branded, those that do not have a brand name, are generic products or generics.

Complete this marketer's description of his work using expressions from previous exercise
My name's Tomas. I'm Portuguese, and I've been (1) ________ _______for Woof dog food for the whole of Portugal and Spain since l left business school last summer. The Woof (2)________is owned by a big international group. The market for pet food in Portugal and Spain is growing very fast, as more and more people own dogs and cats, and we're trying to increase (3) ________ _______ of Woof through TV advertisements and hoardings in the street. Research shows that people have very positive ideas about it: it has a very positive (4)________ _______ . But the supermarkets have their (5) ________ _______dog food, usually sold cheaper than our product, which is a problem. There are even (6) ________ _______ sold just under the name 'dog food'. We have to persuade people that it's worth paying a bit more for a (7)_________product like Woof, which is far better, of course.

(Mascull, Bill: Business Vocabulary in Use, CUP 2002)