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Use of English

Level C2

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.

Branding and Perception

For marketers, branding has (0) BECOME far more than a matter of logos or slogans. It shapes the way consumers interpret quality, value and even identity. A product presented (1) .......... a luxury item may be judged more favourably than an identical one sold in plain packaging. This is because people rarely respond only to what is in front of them; they also react to what the brand appears to stand (2) .......... . In many cases, consumers are not even aware (3) .......... the extent to which branding affects their judgement. Research has shown that expectations created by names, colours and endorsements can carry (4) .......... enough influence to alter the experience of using a product. So powerful is branding, in fact, (5) .......... companies invest vast sums in controlling every detail of presentation. What matters most is not always the object (6) .........., but the story attached to it. Consumers, (7) .......... they like to think of themselves as rational, are often guided by associations they have absorbed over time. It follows (8) .......... perception is not merely received passively, but actively constructed.

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

María Orellana

@maria-orellana

User Prompt

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

Tone: Standard
Level: C2

Created on:

Jun 26, 2026

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