GLOSSARY – UNIT 1 BRANDS

Start up
brand =noun /brænd/ (PRODUCT) a type of product made by a particular company: nhãn hàng
This isn't my usual brand  of  deodorant.
inter- prefix /ɪn.tər-/ used to form adjectives meaning "between or among the people, things,
or places mentioned": giữa
international
image noun /ˈɪmɪdʒ/ MARKETING the reputation that a person, organization, product, etc.
has, including the characteristics, appearance, etc. that they are known for: hình ảnh
create/project/build an image The logo change is part of an ongoing effort to project a new
image that will  attract younger  customers.
quality noun (CHARACTERISTIC) a characteristic or feature of someone or something: phẩm chất

He has a lot of good qualities but being organized isn't one of them.

value noun /ˈvæl.juː/  (MONEY) the amount of money that can be received for something: giá trị
I thought the offer was good value (for money) (= a lot was offered for the amount of money
paid).
upmarket adjective, adverb /ˌʌpˈmɑː.kɪt/ (US usually upscale) Upmarket goods and products are of
very high quality and intended to be bought by people who are quite rich: thị trường thượng lưu
Many garment  exporters want to move upmarket.
sexy adjective /ˈsek·si/ attractive in a physical way: gợi tình
a sexy movie star
sexy also means interesting and exciting: thú vị
a sexy job/car
timeless adjective /ˈtaɪm.ləs/ (NOT CHANGING) Something that is timeless does not change as the
years go past: không thay đổi bởi thời gian
The  city has a timeless quality as if it had existed forever.
cool adjective (GOOD) fashionable in a way that people admire: thời trang
Angie's got some cool new sunglasses.
sophisticated adjective /səˈfɪs.tɪ.keɪ.tɪd/ having a good understanding of the way people behave and/or
a good knowledge of culture and fashion: sành điệu, tinh vi, am hiểu
She was  slim and sophisticated.

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well-made = well-produced, well-prepared: làm tốt
reliable adjective /rɪˈlɑɪ·ə·bəl/ deserving trust; dependable: ≠ unreliable: tin cậy
My car  is old but it’s reliable.
reliability /rɪˌlɑɪəˈbɪlɪt̬ i/
The reliability of this  smoke detector is guaranteed.
reliably adverb  /rɪˈlɑɪəbli/
His whereabouts  were unknown, but he was reliably reported to be alive.
fun noun  /fʌn/  (PLEASURE) pleasure, enjoyment, or entertainment: vui thích
Have fun (= enjoy yourself)!
classic adjective /ˈklæs.ɪk/ (HIGH QUALITY) having a high quality or standard against which other
things are judged: cổ điển, uyên bác (tác phẩm), bất hủ (tiểu thuyết)
Fielding's classic novel "Tom Jones"
stylish adjective   approving /ˈstaɪ.lɪʃ/ of a high quality in appearance, design, or behaviour: có phong
cách
The film's direction is  subtle and stylish.

Synonym: smart (STYLISH) mainly UK
Opposite: styleless
loyal adjective /lɔɪəl/ COMMERCE, MARKETING a loyal customer always buys the same product,
uses the same store, etc.: trung thành
Supermarkets should  reward their most loyal customers.

Listening CD1.1
pro- prefix /prəʊ-/ supporting or approving of something: ủng hộ
pro-democracy demonstrations

Compare: anti-
branded adjective /ˈbræn.dɪd/ made by a particular company and sold under a particular name: có
nhãn hiệu
Most  supermarkets sell  branded goods such as Heinz ketchup  or Kellogg's cornflakes as well
as own-brand goods.

Opposite: unbranded
impress verb /ɪmˈpres/ to cause someone to admire or respect you: gây ấn tượng
He  tried to impress me  with his extensive knowledge of wine.
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style noun /staɪl/ (WAY) a way of doing something, especially one that is typical of a person, group
of people, place, or period: phong cách
Jones favours a  dynamic, hands-on style of management.
taste noun (JUDGMENT) a person's ability to judge and recognize what is good or suitable, especially
relating to such matters as art, style, beauty, and behaviour: khiếu thẩm mỹ, sự tinh tế ý nhị
He  has terrible taste so you can probably imagine what his house looks like.
hype noun  /haɪp/ a situation in which something is advertised and discussed in newspapers,
on television, etc. a lot in order to attract everyone's interest: quảng cáo thổi phồng, rùm beng
There's been a lot of hype around/surrounding his latest film.

logo noun  /ˈləʊ.ɡəʊ/ (plural logos) a design or symbol used by a company to advertise its products:

The  players wore  shirts with the sponsor's logo.
fed up adjective  /ˌfed ˈʌp/ bored, annoyed, or disappointed, especially by something that you
have experienced for too long: chán nản
He  got  fed up with all the travelling he had to do.
genuine adjective /ˈdʒenjuɪn/ If something is genuine, it is real and exactly what it appears to be: đích
thực, không giả mạo, thật
If it is a genuine Michelangelo drawing, it will sell for millions.
inflated adjective /ɪnˈfleɪ.tɪd/ Inflated prices, costs, numbers, etc. are higher than they should be,
or higher than people think is reasonable: thổi phồng
fancy adjective/ˈfæn·si/ [-er/-est only] (DECORATIVE) decorative or complicated, or
(of restaurants, stores, or hotels) expensive: trang trí đẹp, lạ lùng

I  wanted a simple black  dress, nothing fancy.

Vocabulary
loyalty = the tendency to always buy a particular brand: sự trung thành
image = the ideas and beliefs people have about a brand: hình ảnh
stretching = using an existing name on another type of product: nới rộng
awareness = how familiar people are with a brand (or its logo and slogan): sự nhận thức
name = the title given to a product by the company that makes it: tên sản phẩm
launch = the introduction of a product to the market: tung ra, giới thiệu 1 sản phẩm
lifecycle = the length of time people continue to buy a product: vòng đời sản phẩm
range = the set of products made by a company: dòng sản phẩm

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placement = when products are used in films or TV programmes: quảng cáo sản phẩm trong phim
và ti vi
endorsement = the use of a well-known person to advertise products: mời người nổi tiếng quảng cáo
sản phẩm
leader = the best-selling product or brand in a market: sản phẩm dẫn đầu, bán chạy nhất
research = information about what consumers want or need: nghiên cứu nhu cầu khách hàng
share = the percentage of sales a company has: cổ phần
challenger = the second best-selling product or brand in a market: sản phẩm bán chạy thứ 2
segment = customers of a similar age, income level or social group: phân khúc thị trường
Listening CD1.2,1.3,1.4
CD1.2
traction noun  (ACCEPTANCE) the fact of an idea, product, etc. becoming popular or
being accepted: sự chấp nhận, phổ biến

In  our digital age, it takes less time for new words and phrases to gain traction than it did in

the past.
recognition noun /ˌrekəɡˈnɪʃən/ MARKETING a situation in which people know what something is
when they see or hear it: sự công nhận
We have  poor brand  recognition in the Asian market.
physical adjective (REAL) relating to things you can see or touch, or relating to the laws of nature: có
tính vật chất
All physical  objects occupy space.
visual adjective /ˈvɪʒ.u.əl/ relating to seeing: có thể thấy
visual stimulus/impact/abilities
manifestation noun /ˌmænəfəˈsteɪʃən/ a sign showing the existence of a particular condition: sự biểu
hiện
His refusal to see  us was a manifestation of his guilt.
appealing adjective /əˈpiː.lɪŋ/ attractive or interesting: hấp dẫn
He had a  nice smile and an appealing  personality.
Opposite: unappealing
persuasive adjective /pəˈsweɪ.sɪv/ making you want to do or believe a particular thing: có tính thuyết
phục
Your arguments are very persuasive.
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perception noun  /pəˈsepʃən/ the way that someone thinks and feels about a company, product,
service, etc.: sự nhận thức
A strong brand has a big impact on product perception.
target audience noun the particular group of people to which an advertisement, a product,
a website or a television or radio programme is directed: đối tượng mục tiêu, nhắm tới
The new campaign aims to reach a target audience of consumers 45 years old and younger
CD1.3
raft noun (MANY) [ C usually singular ] a large number or range; a lot: nhiều

We have  designed a whole raft of measures to improve the transport system.
be nothing/not much/very little in it: said when two things that are being compared are the same or
very similar: rất rất ít

  One  house has a slightly bigger garden, but there's really not much in it.

enable verb  /ɪˈneɪbl/ to make someone or something able to do something, or to make
something possible: có thể thực hiện được
This software will enable us to track orders more efficiently.
CD1.4
by far: by a great amount: cho đến nay (tốt nhất, to nhất …)
They are by far the best students in the class.

a third: một phần ba (1/3)

generation noun /ˌdʒen.əˈreɪ.ʃən/ (AGE GROUP) the people of about the same age within a society or

within a particular family: thế hệ
The  younger generation  smokes less than their parents did.
equal adjective /ˈiː.kwəl/ (SAME) the same in amount, number, or size: bằng
One box may look bigger than the other, but in fact they are roughly (= almost) equal in
volume.
couple noun (SOME) two or a few things that are similar or the same, or two or a few people who are
in some way connected: 1 vài

The  doctor  said my leg should be better in a couple of days

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master adjective [ before noun ] /ˈmɑːstər/ used to describe the original of something such as
a document, from which copies can be made: bản gốc
This master  disc  can be used on any PC.
fresh adjective /freʃ/ (NEW) [ before noun ] new or different: mới mẻ
The  original orders were cancelled and I was given fresh instructions.
Reading
Skills – CD1.5
sponsor verb /ˈspɒnsər/  to provide money for a television or radio programme, website, sports
event, or other activity in exchange for advertising: tài trợ
We found a major shoe manufacturer that would like to sponsor the series.
punch noun (EFFECT) the power to be interesting and have a strong effect on people: sự thúc
đẩy

I felt the performance/speech/presentation lacked punch.
ice hockey noun /ˈaɪs ˌhɒk.i/ (US usually hockey a game played on ice between two teams of
players who each have a curved stick with which they try to put a puck (= a small, hard
disc) into the other team's goal: khúc côn cầu trên băng
baseball noun /ˈbeɪs.bɔːl/ a game played especially in North America by two teams of
nine players, in which a player hits a ball with a bat (= stick) and tries to run around
four bases on a large field before the other team returns the ball: bóng chày
Jake never played baseball like the other kids.
motor racing noun  /ˈməʊ.tə
ˌreɪ.sɪŋ/ the sport of racing extremely fast and powerful cars around a track: đua mô tô
coverage noun  /ˈkʌv·ər·ɪdʒ/ (REPORTING) the job and responsibility of reporting or writing
about a particular subject for television, radio, or a newspaper or magazine: tường thuật
phủ sóng
The TV station is trying to improve its coverage of local news.

exposure noun (PUBLIC ATTENTION) the attention given to someone or something

by television, newspapers, magazines, etc.: sự tiếp xúc

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 More races means more exposure for the team.
in touch: communicating or continuing to communicate with someone by phone, email,
etc.: liên lạc
get/keep/stay in touch (with sb) We need to get in touch with our suppliers right away.

jump at sth - phrasal verb with jump verb /dʒʌmp/ to accept something eagerly: nắm lấy

She jumped at the chance of a trip to Paris.

Case study
top-of-the-range adjective /ˌtɒp.əv.ðəˈreɪndʒ/ used for describing something that is the
most expensive in a group of similar products: hàng đầu của phạm vi
They sell everything, from small economy cars to super-luxurious top-of-
the range models.
accessory noun  /əkˈsesəri/ plural accessories [ usually plural ]
something extra that improves or completes the thing it is added to: phụ kiện
The store also sells computer accessories, such as cables, batteries, and webcams.
craftsmanship noun PRODUCTION  /ˈkrɑːftsmənʃɪp/ skill in making things, especially by
hand: nghề thủ công
Senior workers are trying to pass their craftsmanship to the younger generation.
boost verb /buːst/ to increase or improve something: tăng cường
boost profits/prices/rates The industry has exceeded all expectations for
boosting profits and dividends.
boost exports/sales/trade The lower exchange rate is already boosting exports.
facility noun (PLACE) something such as a place, building, or equipment used for
a particular purpose or activity: cơ sở

The new sports facility has a swimming pool.

reposition verb    /ˌriːpəˈzɪʃən/ to change the way that people think about a product, service,
or company: tái định vị
She has completely repositioned the newspaper, from the political right to
a broadly left of centre position.

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 reposition sth as sth The airline has been trying to reposition itself as
a regional carrier, but it still spends like a national one.

labor costs: the total cost of all labor used in a business. chi phí nhân công
The airline’s labor costs are amongst the lowest in the industry
promote verb  /prəˈməʊt/ to encourage people to buy or want something,

through advertising, offers of lower prices, special events, etc.: khuyến khích

The vaccine is being heavily promoted by its maker.
high-volume adjective [ before noun ] with a large quantity: số lượng lớn

Low-end fast-food chain restaurants do high-volume business
core adjective [ usually before noun ] /kɔːr/ most important: cốt lõi

They are cutting back production of some of their core products.

exclusive adjective  /ɪksˈkluːsɪv/ expensive and of a high quality, and therefore only
for people who are rich or of a high social class: độc quyền
The estate agent described the houses as "an exclusive development of detached
executive homes with views of the river".
tag noun  /tæɡ/ (SMALL PART)  small piece of paper, cloth, or metal with information on
it, tied or stuck onto something larger: nhãn
a price tag
influential adjective  /ˌɪnfluˈenʃəl/ able to influence someone or something: có ảnh hưởng
He has managed to play an influential role in Washington for a quarter of a century.
fashion-conscious adjective /ˈfæʃ.ənˌkɒn.ʃəs/ interested in the latest fashions and
in wearing fashionable clothes: có ý thức thời trang
your average fashion-conscious teenager
e-commerce noun  /ˌiːˈkɒm.ɜːs/ the business of buying and selling goods and services on

the internet thương mại điện tử

Recognizing the value of e-commerce, traditional companies also jumped online.
CD1.6
8
budget noun /ˈbʌdʒ·ɪt/ (FINANCIAL PLAN)

a financial plan that lists expected expenses and income during a particular period: ngân

sách
Congress voted more funds for the defense budget.
price-conscious adjective COMMERCE someone who is price-conscious knows how much
things cost and avoids buying things that are considered too expensive: ý thức về giá
price-conscious consumers/shoppers
downmarket adjective /ˌdaʊnˈmɑːkɪt/ ( US downscale) disapproving :

cheap in price and low in quality: hạ lưu
a downmarket tabloid newspaper
Compare: upmarket adjective
stretch verb  /stretʃ/ to use a brand that already exists to sell new and
different products and services: mở rộng
The company is trying to stretch its brand to cover anything that can be sold online.