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Use of English

Level B2

Part 2 - Open Cloze

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For questions 1-8, read the text below and think of the word which best fits each gap.

Brand and Perception

Many people believe that branding plays (0) A powerful role in the way we judge products. In fact, customers often react not only to what they buy, but also to the image connected (1) .......... it. A familiar logo can make an item seem more reliable than one of similar quality sold (2) .......... a less known name. This happens because buyers tend to associate brands with previous experience, advertising, and even social status. Research has shown that people may describe two identical products differently if they think one comes (3) .......... a luxury company. In some cases, they are willing to pay more simply because they believe the branded version will perform better. This does not always mean they are being dishonest; rather, they may genuinely be influenced (4) .......... their expectations. At the same time, branding can work against a product. If a company becomes linked (5) .......... poor service or weak quality, customers may avoid new items from that brand, even before trying them. This is why businesses invest heavily in creating trust and in standing out (6) .......... competitors. They know that perception can be just (7) .......... important as reality. For consumers, the challenge is to decide whether they are paying for quality, identity, (8) .......... simply a name.

What to do

This part consists of a short text with a series of gaps. There are no words from which to choose the answers, candidates have to think of a word which fits the gap correctly.

Errors in punctuation are ignored, although spelling must be correct.

Contractions (e.g. don’t, we’ve, won’t) count as two words. However, can’t is a contraction of cannot, which is one word.

Sometimes, there is more than one correct answer. Cambridge will always account for this and all options will be accepted. However, you should not write more than one answer.

Don't spend time in a word you don't know. Wasting time on this activity might cost you points later in the exam because you won’t have enough time to do other tasks well.

Strategy

  1. Read the title and the whole text so that you understand what it is about.
  2. Read the whole sentence in which the gap occurs, to look for clues as to what kind of word you need.
  3. Check the words before and after each gap and look for grammatical collocations.
  4. Remember you must write only one word.
  5. You are never required to write a contraction. If you think the answer is a contraction, it must be wrong, so think again.
  6. Read the whole text through once you have completed it to make sure you have not missed any connectors, plurals or negatives.

Instructions

For questions 1-8, read the text below and think of the word which best fits each gap.

Exercise Details

Author

James Ford

@james-ford

User Prompt

"Create an exercise about the influence of branding on perception"

Tone: Standard
Level: B2

Created on:

Jun 19, 2026

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