UNIT 1 : BRANDS

Starting up
A Work with a partner. List some of your favourite brands. Then answer these questions.
1. I buy CoCa-Cola. Because it’s very delicious, cheap and convenient.
2. The brands I think feature in the top-ten Interbrand list in both 1999 and 2007 is Coca-Cola.
3. Coca-Cola is a durable brand. Its products are well-made and inexpensive
Chanel is a fashion brand with sexy, sophisticated, stylish design.
4. When I buy drink, I always buy Coca-Cola. Because it very delicious, inexpensive.
5. I think some people dislike brand due to poor product quality, inappropriate prices, failure to
meet human needs and poor service attitudes.
B- CDl.l Listen to two speakers talking about brands. What reasons does each person give
for liking or disliking brands? Which person do you agree with?
Vocabulary
A Match these word partnerships to their meanings
1-d
2-c
3-b
4-e
5-a
6-i
7-j
8-f
9-h
10-g
11-m
12-n
13-k
14-o
15-l
B Complete these sentences with word partnerships from Exercise A
1. Brand awareness
2. Loyalty
3. Stretching brand
4. Image
5. Name
6. Lifecycle
8. Placement
9. Leader
11. Challenger
12. Segment
Reading activities
Activity 1: Discussion
I think Channel is a luxury brand. Because its products are sophisticated in design, fashionable
and of good quality.
Activity 2: Useful Vocabulary

Part
Word / of
Definition and Example
Phrase Speec
h
'restlis unable to relax or be still
Example: He fell into a restless sleep in her arms.
restless

pursue pə'sju: follow in or as if in pursuit

, -'su
Example: The police car pursued the suspected attacker
 ɪɡ a person responsible for the administration of a business
executive ˈzekjət Example: Executive Office of the President
ɪv/

ɪks expensive and of a high quality, and therefore only

ˈkluːsɪ for people who are rich or of a high social class
v Example: It's gotta be our exclusive.
exclusive

'ʃεə,hə someone who holds shares of stock in a corporation.

uldə
shareholde Example: to each shareholder.
r

praɪm of first importance; main.

Example: The president is a prime target for the assassin's

bullet.

prime

kuː the designing, making, and selling of expensive fashionable

ˈtjʊər clothing, or the clothes themselves
couture Example: a couture show/collection/house
 æn to imagine or expect that something will happen
ˈtɪs.ɪ.p Example: We don't anticipate any trouble.
anticipate eɪt

ˈter.ɪ.t (an area of) land, or sometimes sea, that is considered as

ər.i belonging to or connected with a particular country or person
territory Example: He was shot down in enemy territory.

ˈbæŋ.k unable to pay what you owe, and having had control of your
rʌpt financial matters given, by a law court, to a person who sells
your property to pay your debts
bankrupt Example: He went bankrupt after only a year in business.

Activity 3:
What is the brand image of Dior?
Activity 4:
Skim the article quickly and say which of the following points are mentioned:
1. The high profit margins on bags
2. Investing in markets that may take some time to grow
3. People are ready to pay a lot of money for very high-qualty things because they are beautiful.
4. Building customer loyalty through ready-to-wear
Activity 5: Read the following article:

Activity 6: Complete the notes in the maps below. Then correct the ten mistakes.
1. The demands
2. Label
3. Exclusivity
4. Look for
5. Understand
6. Forget
7. Double
8. Of luxury
Activity 7: Choose the correct answer A, B or C
1. B
2. A
3. B
Activity 8: True/False/Not Given
Activity 9: Words in Phrases

1. F
2. T
3. NG
4. F
5. T
1. with/of
2. in/for
3. in
4. for/from
5. by/in/for
Activity 10: Pronoun Reference
1. C
2. B
Activity 11: Word Form
1. anticipating
2. exclusive/exclusively
3. creatively/creativity
4. demanding/demandingly
5. devolopment
6. Routine
Activity 12: Focusing on Words
1. Executive
2. Balance
3. Demanding
4. Anticipate
5. Territory
Activity 13: DiscussActivity
We should identify the target, declare the mission of our brand, study the market, find the
different, build a logo and slogan, build up a branding voice, build the message, really keep the
brand unified.