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Unit 1 Brands
"Truly great brands are more than just labels for products. "
Tony О 'Reilly, Irish entrepreneur
Starting up
1
List 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 for money luxurious timeless well-made
top of the range durable inexpensive cool
reliable stylish fashionable hand-made
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 89. Are you surprised?
Vocabulary Brand management
Match these word partnerships to their meanings.
В
R
A
N
D
1 loyalty
2 image
3 stretching
4 awareness
5 name
a) the name given to a product by the
company that makes it
b) using an existing name on another type of
product
c) the ideas and beliefs people have about the
brand
d)the tendency to always buy a particular
brand
e) how familiar people are with a brand
P
R
О
D
U
1 launch
2 lifecycle
3 range
f) the set of products made by a company
g) the use of a well-known person to advertise
products
h) when products are used in films or TV
programmes
6
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