Use of English

Global Brands

Few people can go through a single day without coming (0) ACROSS the name of a global brand. Whether on a phone screen, a coffee cup or a pair of trainers, such names have become so familiar that they often pass unnoticed. Their influence, however, goes far (1) .......... simple recognition. Global brands help shape consumer habits, set expectations of quality and even affect the language people use in everyday conversation. Supporters argue that these companies bring convenience and consistency. A traveller in an unfamiliar city, for instance, may take (2) .......... in the fact that a well-known brand offers a predictable service. Critics, by contrast, warn that local businesses can be pushed (3) .......... and that cultural differences may gradually be reduced. When the same products, slogans and shop designs appear everywhere, places can begin to look remarkably (4) .......... to one another. Another concern is the power these companies have to influence taste. Through advertising, they do not merely respond (5) .......... demand; they actively create it. As a result, consumers may end up buying goods not because they need them, but because they associate them (6) .......... status or success. Even so, it would be too simple to blame global brands for every social change. Their success often depends (7) .......... the choices people make. In the end, their influence is undeniable, but whether it is beneficial remains open (8) .......... debate.