Scribd Logo
Upload

Welcome to Scribd!

  • Httpsmoodle - Vle.ase - Mdpluginfile.php13269mod Resourcecontent0Unit2001 Brands NMLI CB PDF

    Uploaded by

    Nicolai Osadcii
    18 views8 pages

    Original Title

    Httpsmoodle.vle.Ase.mdpluginfile.php13269mod Resourcecontent0Unit2001 Brands NMLI CB.pdf

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    18 views8 pages

    Httpsmoodle - Vle.ase - Mdpluginfile.php13269mod Resourcecontent0Unit2001 Brands NMLI CB PDF

    Uploaded by

    Nicolai Osadcii

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 8
    ae OVERVIEW Vocabulary Brand management } Liste Why brands matter ) Reading, — outsourcing production } Language review —! Present simple and present continuous } Discussion 4 Two promotions Skills Taking part in meetings 2 [ ) Case study citer 3s ETEY © ist some of your favourite brands. Then answer these questions. 1 Are they international or national brands? 2 What image and qualities does each one have? Use the following words and phrases to help you. value formoney luxurious _ timeless well-made top ofthe range durable inexpensive —_ cool reliable stylish fashionable sexy 3 Why do people buy brands? 4 Why do you think some people dislike brands? 5, How loyal are you to the brands you have chosen? For example, when you buy jeans, do you always buy Levi's? A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order. Marlboro Nokia Mercedes General Electric Intel IBM “Microsoft Coca-Cola McDonald’s Disney Check your answer on page 144. Are you surprised? (1.1 Listen to two speakers talking about brands. What reasons does each person give for liking or distiking brands? } Ley Brand management BRAND PRODUCT Why brands matter A Sandra Greaves __1 Brands | @ Match these word partnerships to their meanings. 2 loyalty a) the name given to a product by the company that makes it R zimage \\ _b) using an existing name on another type of product, A 3stretching \\ 0) the ideas and beliefs people have about a brand } 4awareness ) the tendency to always buy a particular brand 5 name €) how familiar people are with a brand p 6 /launch f) the set of products made by a company R riifecycte g) the use of a well-known person to advertise products DS range h) when products are used in films or TV programmes 2 g placement i) the introduction of a product to the market T soendorsement __j) the length of time people continue to buy a product © Complete these sentences with word partnerships from Exercise A. 1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of steetehing. 2 Consumers who always buy Levi's when they need a new pair of jeans are showing : 3 Not enough people recognise our logo; we need to spend a lot more on raising z 4 David Beckham advertising Vodafone is an example of 20? 2A consists of introduction, growth, maturity and decline. 3. The use of BMW cars and Nokia phones in James Bond films are examples of @ Make sentences of your own using the word partnerships in Exercise A. Q() 12 Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. In the first part of the interview she talks about why we need brands. Listen and complete these extracts. 1 Brands are all about 2 You know what a brand iS wns» What it nonene « What it’s going to 3 You actually trust it tO wna again. ‘4 One thing about brands is they add a lot Of wane ANG smenee ANG snenmne» AS well as giving you the power tO ..nes things. ©()1.3 Listen to the second part of the interview and tick the points below which Sandra makes. 1 People are very loyal to successful brands. 2. Even successful brands are seen as just a product or a service. 3 Apple was popular because it wasn't a big corporation. 4 Apple customers felt that the Mac was an easy product to use. @() 144 Listen to the example Sandra gives of how Wolff- ‘company with its branding and answer these questions. 1 What was the company? 2 Whatis its business sector? 3 What advice did they receive? helped a a Brands LEECIEES © why do some companies make luxury products abroad rather than at home? Outsourcing production © Read the article and answer these questions. 1 Which brands are mentioned? Do you know which country each is from? 2 Which companies make all of their products in their own country? . to be seen, particularly not always need to be a e In uro e in Asia, as Kuropean. produced in Italy. Domenico De Sole of Gucci ___Amitava_ Chattopadhyay, says: “The” Asian consumer 70Professor of Marketing at 45 really does believe - whether — Insead, the business school, By Jo Johnson, Fred Kapner and Richard McGregor it's true or not ~ that luxury says: ‘A brand is a set of Almost every fashion label almost half of Burberry's comes from Europe and must associations in the mind of outside the top saperiuxury Sales at retail value will Demadetheretobethebest’ the consumer and one of brands is either already continue Tobe produced _ Serge Weinberg, Chief 7 these is the country of origin. manufacturing in Asia or under licence in Asia. At % Executive of — Pinault For luxury goods, the role of 5 thinking of it, Coach, the US 25the same time however, Printemps Redoute, which the brand is To Teather goods maker, is a Japanese consumers prefer controls Gucci, says it will damage it is a cardinal sin classic example, Over the the group's European made dt move Guce!’s production and no brand manager iT past five years, ithas lifted products. offshoreYet some in the sowant to get the balance all its gross margins by Sanyo is now reacting to 5 industry recognise that between manufacturing 1 manufacturinegolely inlow. spthis demand for snob change may be round the location and the brand image Cont markets, IPM 2000 alternative tothe Burberry commer even for the super: wrong” {Relosed its factory in Lares, products made in its ‘luxury brands, Patrizio . 5 Puerto Rico, its last factories across Asia by, Bertll, Chief Executive of From the nancial Times company-owned plant, and opening a flagship store in 69 Prada, says: “The "Made in 15 gutsources all its products. ss’Tokyo's Ginza, where it sells __Italy" label is important but + FINANCIAL TIMES. SSpUTbOHH has many Aslan Burberry products Imported WAAL Weare really fering s_- Wal basnss newspaper licensing arrangements. In from Europe. a style, and style is an 2000 it decided to renew In interviews with the FT, _ expression of ‘culture. He ‘Sanyo's Japanese licence for many exeentives say the top 65 therefore recognises "that 20 en years. This means that soluxtry brands will continue Wuality fashion items may @ Which of these statements are true? Correct the false ones. 4 Coach no longer has a factory in Puerto Rico. 2 Coach, like many other companies, is outsourcing its products to reduce costs. 3 Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. 4 Sanyo's store in Tokyo sells Burberry products made only in Asia. 5 According to Domenico De Sole, the best luxury products are made in Japan. 6 Gucci is planning to outsource some of its products. 7 Patrizio Bertelli believes that luxury fashion products should always be made in Europe. 8 Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products. ~ © Choose the best summary of the article, ‘A Mother, baby and pushchalrin 4) Most manufacturers of luxury brands do not wish to produce their goods in Burberry. low-cost countries because they believe that it will damage their brand image. b) Most manufacturers of top brands now produce their goods in low-cost, countries. Consumers no longer care about where the products are manufactured. ©) Asian consumers think that European luxury goods are of high quality. The cutrent trend of making such goods in Asia could damage the reputation of these luxury brands. D Vocabutary file page 170 Language review Present simple and present continuous 1 Brands ‘The present simple and the present continuous have several uses. + We use the present simple to give factual information, for example about company activities. Coach outsources all its products. Does Burberry outsource its products? + We use the present simple (o talk about rontine activities or habits. Talways buy Armani suits. Do you usually buy designer brands? * We use the present continuous to talk about ongoing sittiations and projects. Sanyo is now reacting to this demand. ‘+ We use the present continuous to talk about temporary situations. We are testing a new brand at the moment. D Powe 150 @ Which of the time expressions below do we usually use with the present simple? Which of the time expressions do we usually use with the present continuous? Which are used with both? usually this year every day now often nowadays once a month currently at the moment these days © Complete these sentences with the present simple or the present continuous forms of the verbs in brackets. 4a) This year We snr b) We usually (try) to develop a brand with personality. (develop) brands that say something, 2. a) Powerful brand names .....emnnnn (Create) strong consumer loyalty. b) At the moment we . (look) for a new brand name that Suggests something about the product's benefits and qualities. 3 a) UOréal .. Gell) cosmetics and toiletries to consumers around the world. b) This year L'Oréal (invest) over £180m in R&D 4 a) The marketing department always (keep) within its budget. ) Because the company made a loss last year, the marketing department (try) to reduce costs. @ Complete the text below with the present simple or the present continuous forms of the verbs in brackets. ‘At the moment | + (work) for a cosmetics company, We offer a full range of cosmetic products and 2 (Gell) cosmetics and toiletries around the world, Our main cosmetics brand .. 3 (dominate) the French market and «+ (do) well in the rest of Europe at the moment, too. In fact, the brand .. > (become) more and more popular throughout the world and our market ShaTe svnnnnnnn © (GOW) every day, We usually. 7 (develop) anid wn * (extend) products under our existing brand name. The brand is distinctive and 2 (stand) out from the competition. However, this year we .. (create) a completely new brand of cosm: [1 Brands © Work in pairs. Student A reads Case 1 and answers the questions. Two promotions Student B reads Case 2 and answers the questions. Harley Davidson | 1n 2003 the Harley Davidson brand was 100 years old. Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different. They are likely to be rich, middle-aged accountants trying to cecanture their youth. The average age of Harley Davidson ‘customers is 46 compared with 36 for the rest of the motorbike industry. At the patty to celebrate the centenary, the surprise performer was actually Elton John, rather than the Rolling Stones who ‘many people had expected. This caused many of the 150,000 riders and dealers to leave the event very unhappy. Although sales and ‘earnings for Harley Davidson have been increasing for the past 28 years, many people see trouble on the road ahead. The problem is Harley Davidson's typical customers come from the baby-boom generation (1946-1964) and, as these customers get older, Harley Davidson may find its market shrinking 1 What is the brand image of Harley Davidson? 2 Why were many people unhappy about the music at the party? 3 What problem could Harley Davidson have in the future? 4 What can Harley Davidson do to preserve its sales? Should it change its brand image? Should it Took for new market segments? Should it stretch its brand? Where does the name JCB come from? What was surprising about JCB's customer research? What sort of products do you think JCB developed as a result of its research? Can you think of a similar example of brand-stretching in your country? © Share information about your case with your partner, * What was the original brand image of the product in your case study? + Who does the brand appeal to now? 1 Brands J @ (915 Four marketing executives at a cosmetics company, Marvel Plc, are talking about licensing their ‘Luc Fontaine’ product range to an Asian manufacturer. Listen to the conversation and answer the questions. 1 Why do the marketing executives at Marvel Plc want to license their ‘Luc Fontaine’ product range? — . x 4 2 What advantages does Susan Li offer to Marvel? 3. According to Barbara, what is the disadvantage of offering a licence to Susan Li? 4 What suggestion does Barbara make to her colleagues? Taking part in meetings 1 © (715 tisten again and complete the extracts. Marcia Alain, how Is she the right person for us? Alain Definitely. In my opinion, she’s ideal. Marcia Right. Valerie, what . af Valerie I > because she’s very good at marketing. I've met her several times. Marcia Barbara, you're shaking your head. wwe * about this? Barbara : ssn ® agree, | don't think she's suitable at all. Marcia So what do you suggest then? Barbara. . “find someone else. | do have someone in mind. Barbara _In my opinion, his company has a lot to offet. wm sesssseee 7 Meet him and see if he’s interested? @ Which of the phrases in Exercise B are: 4. asking for opinions? 3. agreeing or disagreeing? 2. giving opinions? 4 making suggestions? © Role play this situation. Jonson, a large department store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percent of its Fevenue comes from clothing, twenty-two percent from food and eight percent from furniture. Three directors of the company meet to discuss the company's problems and how to solve them. Work in groups of three. Student A: turn to page 143. Student B: turn to page, 147. Student C: turn to page 149. Read your role cards then role play the discussion. D> Vocabutary fite pages 170 and 174 Useralltanzus} Asking for opinions Agreeing Making suggestions Useful language | (ey oyouteeaiout 7 atste Ite seul What do you think? lagree. How about ‘What's your opinion? Absolutely / Exactly. Why don’t we ‘What's your view? I think so too. Maybe / Perhaps we could ... Giving opinions Disagreeing Ithink... / 1don’t think ... | see / know what you Ii my opinion... mean, but... I'm afraid | can't agree. Maybe, but au CASE STUDY] @& Caferoma Background Caferoma, a well-known brand of coffee, is owned by PEFD, a company based in Turin, Italy. Itis promoted as an exclusive product for people who love round coffee. Iis image is of an Taliansstyle coffee. It hasa strong and slightly bitter taste, and costs more than almost every other ground coffee product on the market. Problems In the last two years, Caferoma's share of the _b) Price: Supermarkets are selling, under their quality ground coffee market has declined by own label, similar products to Caferoma at almost 30% (see chart). There are several much lower prices. seasons for this: ©) ‘Copycat’ products: Competing products of falian-style ground coffee are selling at prices 30 to 40% lower than Caferoma a) Brand loyalty. Consumers have become less loyal to brands and more price conscious. They are willing to buy lower-priced coffee pa ) Brand image: the Caferoma brand no longer seems to be exciting and up date Market share European quality ground coffee [i Top five European jj Supermarket coffee brands own label brands I Other brands I Caferoma 2 years ago last year Sales outlets as a Focus group results percentage of Caferoma sales so Do you think Caferoma is... % of people el answering yes" sl expensive? 60 value for money? 43 2d good quality? 70 a Old-fashioned? 80 exciting? 23 ° el Hotels Restaurants Supermarkets Specialist shops *

    You might also like