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1、 Quotation Truly great brands are more than Truly great brands are more than just labels for products.just labels for products. Sir Anthony Joseph Francis OReilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Pe
2、rhaps Irelands first billionaire, he remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly. A List some of your favorite brands stylish and have a good design. People buy branded products because they want to show others they have style and good taste. People
3、 buy branded products and its so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You cant always buy the genuine products. A Match these word partnerships to their meanings. 1 loyalty 2 image 3 stretching 4 awareness 5 name a) the name given
4、 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 a brand d) the tendency to always buy a particular brand e) how familiar people are with a brand BRAND 6 launch 7 lifecycle 8 range 9 placement 10 endorsement f)
5、 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 programs i) the introduction of a product to the market j) the length of time people continue to buy a product PRODUCT B Complete these sentences with word partners
6、hips from Exercise A. BRAND 1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of _. 2 Consumers who always buy Levis when they need a new pair of jeans are showing _. 3 Not enough people recognize our logo; we need to spend a lot more on raising _. brand stretchin
7、g PRODUCT 1 David Beckham advertising Vodafone is an example of _. 2 A _ consists of introduction, growth, maturity and decline. 3 The use of BMW cars and Nokia phones in James bond films are examples of _. brand loyalty brand awareness product endorsement product lifecycle product placement A Sandr
8、a Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands. Listen and complete these extracts. 1 Brands are all about _. 2 You know what a brand is _, what it _, what its going to _. 3 You actually trust it to _ _ _ _ agai
9、n. 4 One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things. trust aboutmeans deliver delivertimetimeand color enjoymentfun choose B Listen to the second part of the interview and tick the points below which Sandra makes. 1 People are very loyal to suc
10、cessful brands. 2 Even successful brands are seen as just a product or a service. 3 Apple was popular because it wasnt a big corporation. 4 Apple customers felt that the Mac was an easy product to use. C Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and asw
11、er these questions. 1 What was the company? 2 What is its business sector? 3 What advice did they receive? Orange Mobile phones Not to call the service Microtel, but to create something completely new, based on the idea of optimism. A Why do some companies make luxury products abroad rather than at
12、home? BRead the article and answer these questions. 1 Which brands are mentioned? Which country is each of them from? Coach USA, Burberry UK, Gucci Italy, Prada - Italy 2 Which companies make all of their products in their own country? Gucci: Serge Weinberg of PPR says it will not move Guccis produc
13、tion offshore. (line 52) CWhich of the following statements are true? 1 Coach on longer has 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 Sanyos st
14、ore 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 Chattopadhy
15、ay says that companies need to pay careful attention to where they manufacture their products. true true true false false false false true DChoose the best summary of the article. a) Most manufacturers of luxury brands do not wish to produce their goods in 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. c) Asian consumers think that European luxury goods are of high quality.
