BrandsPractical Business English

Professor Hayashi

Week 3

Today’s Class

VOCAB-Brand Management

LISTENING-Why Brands Matter

LANGUAGE REVIEW-Present Simple/Present Continuous

BREAK

DISCUSSION- Promotions

CASE STUDY

VOCAB - Brand Management –Pg.6

Name that logo!

VOCAB – Word Partnerships – Pg.7

WORD PARTNERSHIPS – words that usually go with other words to form typical partnerships or combinations

You have 10 minutes to complete exercises A & B in partners

http://tre.ngfl.gov.uk/uploads/materials/19375/timer.swf

Brand Management - Answers

A -1. Brand loyalty – D2. Brand image – C3. Brand stretching – B4. Brand awareness – E5. Brand name – A6. Product launch - I7. Product lifecycle - J8. Product range - F9. Product placement – H10.Product endorsement –G

B – 1. Brand stretching2. Brand loyalty3. Brand awareness4. Product endorsement5. Product lifestyle6. Product placement

LISTENING – Why Brands Matter Pg. 7

Listening - AnswersA-1.Brands are all about trust.2.You know what a brand is about, what it means, what it’s going to

deliver.3.You actually trust it to deliver time and time again.4.One thing about brands is they add a lot of color and enjoyment and

fun, as well as giving you the power to choose things.

B-1.Yes2.“They’re much more than just a product or a service”3.“It’s against big corporations, though it is a big corporation itself”4.Yes

C-1.Orange2.Mobile phones3.Not to call the service Microtel, but to create something completely

new, based on the idea of optimism.

LANGUAGE REVIEW – Present Simple & Present Continuous

AnswersUsually (PS)

Often (PS)

Currently (PS and PC)

This year (PC)

Nowadays (PC)

At the moment (PS and PC)

Every day (PS)

Once a month (PS)

These days (PS and PC)

Now (PC)

Answers

1. a) are trying b) develop

2. a) create b) are looking

3. sells or sell b) is investing or are investing

4. a) keeps or keep b) is trying or are trying

Answers1. am working

2. Sell

3. Dominates

4. is doing

5. is becoming

6. is growing

7. develop

8. extend

9. stands

10. are creating

DISCUSSION - Promotions

Discussion AnswersCASE 1 – HARLEY DAVIDSON

1. It is based on the spirit of wild and rebellious youth such as Marlon Brando in the film “The Wild One.”

2. Because the performer was Elton John, not the Rolling Stones.

3. Their customers will be getting older, and their market shrinking.

4. Harley Davidson could try to appeal to younger customers, but this may put off existing and potential older ones.

Discussion Answers

CASE 2 – JCB

1.From the name of its founder.

2.Adults and children had very different images of the company. Adults saw the brand as being very British, with an image of quality and being functional. Children, on the other hand, saw the brand as big, muddy and fun.

3.JCB might have developed robust toys for children.

4.LG – electronics, chemicals, telecommunications

CASE STUDY

Volunteers read background

Brand

Owned By

Image

Pricing

Product Characteristics

Caferoma

PEFD

Exclusive, Italian-style

High

Strong and slightly bitter taste

CASE STUDY

Group 1 – Read aloud the “problems” section. Present the findings to the class

Group 2 – Go over the “sales outlets” section. Present the findings to the class

Group 3 – Go over the “focus group results” section. Present the findings to the class.

CASE STUDY

In your groups, choose a team leader

The team leader starts a meeting to go over the possible solutions

Consider the advantages and disadvantages of each solution

Come to an agreement upon the best solution

HOMEWORK! Write a one page essay on how much fun you had

in class today

JUST KIDDING….

- Complete page 8 of your textbook

- Write/Type out your answers and submit it to your class captain next week