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1、Quotation,Truly great brands are more than 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. Perhaps Irelands first billionaire, he remains one of Ireland
2、s richest citizens. He is popularly known within Ireland as Tony OReilly.,A,List some of your favorite brands & answer these questions.,1. Are they international or national brands? 2. What image and qualities does each one have? 3. Why do people buy brands? 4. Why do you think some people dislike b
3、rands? 5. How loyal are you to the brands you have chosen?,value for money luxurious timeless well-made top of the range durable inexpensive cool reliable stylish fashionable well-designed,B,A recent survey named the brands below as the worlds top ten. Which do you think is number one? Rank the othe
4、rs in order.,1,2,3,5,6,7,Check your answer on page 144. Are you surprised?,4,10,9,8,C,Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?,Speaker 1: pro brands,Speaker 2: anti brands,Branded products are of good quality and reliable; stylis
5、h and have a good design. People buy branded products because they want to show others they have style and good taste.,People 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 pro
6、ducts.,A,Match these word partnerships to their meanings.,1 loyalty 2 image 3 stretching 4 awareness 5 name,the name given to a product by the company that makes it using an existing name on another type of product the ideas and beliefs people have about a brand the tendency to always buy a particul
7、ar brand how familiar people are with a brand,BRAND,6 launch 7 lifecycle 8 range 9 placement 10 endorsement,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 programs i) the introduction of a product to the marke
8、t j) the length of time people continue to buy a product,PRODUCT,B,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 _. 2 Consumers who always buy Levis when they need a new pair of jeans ar
9、e showing _. 3 Not enough people recognize our logo; we need to spend a lot more on raising _.,brand stretching,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 ar
10、e examples of _.,brand loyalty,brand awareness,product endorsement,product lifecycle,product placement,A,Sandra 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.,Brands are all ab
11、out _. You know what a brand is _, what it _, what its going to _. You actually trust it to _ _ _ _ again. One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things.,trust,about,means,deliver,deliver,time,time,and,color,enjoyment,fun,choose,B,Listen to th
12、e second part of the interview and tick the points below which Sandra makes.,People are very loyal to successful brands. Even successful brands are seen as just a product or a service. Apple was popular because it wasnt a big corporation. Apple customers felt that the Mac was an easy product to use.
13、,C,Listen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.,What was the company? What is its business sector? What advice did they receive?,Orange,Mobile phones,Not to call the service Microtel, but to create something completely new, based
14、 on the idea of optimism.,A,Why do some companies make luxury products abroad rather than at home?,B,Read 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 p
15、roducts in their own country?,Gucci: Serge Weinberg of PPR says it will not move Guccis production offshore. (line 52),C,Which of the following statements are true?,Coach on longer has factory in Puerto Rico. Coach, like many other companies, is outsourcing its products to reduce costs. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. Sanyos store in Tokyo sells Burberry products made only in Asia. According to Domenico De Sole, the best luxury products are made in Japan. Gucci is planning to outsourc
