Brand Management

Value for money luxurious timeless well-made

Top of the range durable inexpensive cool

Reliable stylish fashionable sexy

4. Why do people buy brands?
5. Why do you think some people dislike brands?
6. How loyal are you to the brands you have chosen?
For example, when you buy jeans, do you always buy Levi`s?

2A recent survey named the brands below as the world`s top ten. Which do you think is number one? Rank the others in order.

Check your answers in presentation (Brands). Are you surprised?

3Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands? Listening 1.1

Glossary

Let's face it = to tell the truth, frankly speaking

advertising hype (around brands) =intensive or exaggerated publicity or sales promotion

genuine (product) =real,actual

inflated prices (for a name) =enlarged beyond truth or reasonableness

Vocabulary

Brand Management

1. Match these word partnerships to their meanings.

B R A N D PRODUCT	1. Loyalty	a. the name given to a product by the company that makes it.
2. Image	b. using an existing name on another type of product
3. stretching	c. the ideas and beliefs people have about a brand
4. awareness	d. the tendency to always buy a particular brand
5. name	e. how familiar people are with a brand
6. launch	f. the set of products made by a company
7. lifecycle	g. the use of a well-known person to advertise products
8. range	h. When products are used in films or TV programs
9. placement	i. The introduction of a product to the market
10. endorsement	j. the length of time people continue to buy a product

1. Complete these sentences with word partnerships from exercise A

BRAND

1. the creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an example of … brand streching ……….
2. Consumers who always buy Levi’s when they need a new pair of jeans are showing …………
3. not enough people recognize our logo; we need to spent a lot more on raising …………….

Listening. Why brands matter?

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. Listening 1.2

1. Brands are all about ____.
2. You know what a brand is ____, what it ____, what it`s going to ____.
3. You actually trust it to ____ ____ ____ ____ again.
4. One thing about brands is they add a lot of ____ and ____ and ____, as well as giving you the power to ____ things.

Listen to the second part of the interview and mark the points below True(T) or False(F). Listening 1.3

Check the meaning of the following words:

tap into

anti-authoritarianism

off-putting

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. ____

Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and answer these questions. Listening 1.4

· 1.What was the company?

· 2.What is its business sector?

· 3.What advice did they receive?