Post on 25-May-2015
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