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1、Unit 1BrandsQuotationTruly 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
2、of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly.Starting upAList 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 p
3、eople dislike brands?5. How loyal are you to the brands you have chosen?value for money luxurious timeless well-made top of the range durable inexpensive coolreliable stylish fashionable well-designedStarting upBA recent survey named the brands below as the worlds top ten. Which do you think is numb
4、er one? Rank the others in order.123567Check your answer on page 144. Are you surprised?41098Starting upCListen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?Speaker 1: pro brandsSpeaker 2: anti brandsBranded products are of good quality and
5、reliable; stylish 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
6、the genuine products.VocabularyBrand managementA Match these word partnerships to their meanings.1 loyalty2 image3 stretching4 awareness5 namea)the name given to a product by the company that makes itb)using an existing name on another type of productc)the ideas and beliefs people have about a brand
7、d)the tendency to always buy a particular brande)how familiar people are with a brandBRANDVocabularyBrand management6 launch7 lifecycle8 range9 placement10 endorsementf) the set of products made by a companyg) the use of a well-known person to advertise productsh) when products are used in films or
8、TV programsi) the introduction of a product to the marketj) the length of time people continue to buy a productPRODUCTVocabularyBrand managementBComplete these sentences with word partnerships from Exercise A.BRAND1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example
9、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 stretchingPRODUCT1 David Beckham advertising Vodafone is an example of _.2 A _ consists of introduction, growth, maturity and
10、decline.3 The use of BMW cars and Nokia phones in James bond films are examples of _. brand loyaltybrand awarenessproduct endorsementproduct lifecycleproduct placementListeningWhy brands matter?ASandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London.
11、 She talks about why we need brands. Listen and complete these extracts. 1Brands are all about _.2You know what a brand is _, what it _, what its going to _.3You actually trust it to _ _ _ _ again.4One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things
12、.trustaboutmeansdeliverdelivertimetimeandcolorenjoymentfunchooseListeningWhy brands matter?BListen to the second part of the interview and tick the points below which Sandra makes.1People are very loyal to successful brands.2Even successful brands are seen as just a product or a service.3Apple was p
13、opular because it wasnt a big corporation.4Apple customers felt that the Mac was an easy product to use.ListeningWhy brands matter?CListen to the example Sandra gives of how Wolff-Olins helped a company with its branding and aswer these questions.1What was the company?2What is its business sector?3W
14、hat advice did they receive?Orange Mobile phonesNot to call the service Microtel, but to create something completely new, based on the idea of optimism.ReadingOutsourcing productionAWhy do some companies make luxury products abroad rather than at home?BRead the article and answer these questions.1 W
15、hich brands are mentioned? Which country is each of them from?Coach USA, Burberry UK, Gucci Italy, Prada - Italy2 Which companies make all of their products in their own country?Gucci: Serge Weinberg of PPR says it will not move Guccis production offshore. (line 52)ReadingOutsourcing productionCWhic
16、h of the following statements are true?1Coach on longer has factory in Puerto Rico.2Coach, like many other companies, is outsourcing its products to reduce costs.3Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.4Sanyos store in Tokyo sells Burberry products m
17、ade only in Asia.5According to Domenico De Sole, the best luxury products are made in Japan.6Gucci is planning to outsource some of its products.7Patrizio Bertelli believes that luxury fashion products should always be made in Europe.8Amitava Chattopadhyay says that companies need to pay careful att
18、ention to where they manufacture their products.truetruetruefalsefalsefalsefalsetrueReadingOutsourcing productionDChoose 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
19、 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. The current trend of making such goods in Asia could damage the reputati
20、on of these luxury brands.Language reviewPresent simple & present continuousThe present simple and the present continuous have several uses.We use the present simple to give factual information, for example about company activities.Many luxury brands make their products in low-cost markets abroad ra
21、ther than at home.Burberry has many Asian licensing arrangements.Coach, the US leather goods maker, outsources all its products to lower the costs.We use the present simple to talk about routine activities or habits.Mr. Henson always arrives at the office at 8:30.They usually go out on Sundays.I som
22、etimes go exercising in the fitness center after work.Language reviewPresent simple & present continuousWe use the present continuous to talk about ongoing situations and projects.Many European fashion labels are either already manufacturing in Asia or thinking about it.Coach, like many other compan
23、ies, is outsourcing its products to reduce costs.Scientists are trying to work out new ways to protect the environment.We use the present continuous to talk about temporary situations.I am teaching an adult class this weekend.She is working in McDonald during the summer holiday.He is living with his
24、 uncle now.The factory is working round the clock to meet the rising demand.Language reviewPresent simple & present continuousAWhich of the time expressions are usually used with the present simple? Which are often used with the present continuous? Which are used with both? usually this year every d
25、ay now often nowadays once a month currently at the moment these days(PS)(PC)(PS)(PC)(PS)(PC)(PS)(PC & PS)(PC & PS)(PC & PS)Language reviewPresent simple & present continuousBComplete the sentences with the present simple or the present continuous forms of the verbs in brackets.1 a) This year we _ (
26、try) to develop a brand with personality. b) We usually _ (develop) brands that say something.2 a) Powerful brand names _ (create) strong consumer loyalty. b) At the moment we _ (look) for a new brand name that suggests something about the products benefits and qualities.3 a) LOreal _ (sell) cosmeti
27、cs and toiletries to consumers around the world. b) This year LOreal _ (invest) over 180m in R & D.4 a) The marketing department always _ (keep) within its budget. b) Because the company made a loss last year, the marketing department _ (try) to reduce costs.are tryingdevelopcreateare lookingsellsis
28、 investingkeepsis tryingLanguage reviewPresent simple & present continuousCComplete the text below with the present simple or the present continuous forms of the verbs in brackets.At the moment I _ (work) for a cosmetics company. We offer a full range of cosmetic products and _ (sell) cosmetics and
29、toiletries around the world. Our main cosmetics brand _ (dominate) the French market and it _ (do) well in the rest of Europe at the moment, too. In fact, the brand _ (become) more and more popular throughout the world and our market share _ (grow) every day.We usually _ (develop) and _ (extend) pro
30、ducts under our existing brand name. The brand is distinctive and _ (stand) out from the competition. However, this year we _ (create) a completely new brand of cosmetics.am workingselldominatesis doingis becomingis growingdevelopextendstandsare creatingDiscussionTwo promotionsCase 1Harley DavidsonH
31、arley-Davidson Inc is an American motorcycle manufacturer and was one of the two major American motorcycle manufacturers to survive the Great Depression. The company sells heavyweight motorcycles designed for cruising on highways. Harley-Davidson motorcycles have a distinctive design and reflect the
32、 styles of classic Harley designs. Marlon BrandoElton JohnThe Rolling StonesDiscussionTwo promotionsQuestionsQuestions1 What is the brand image of Harley Davidson?2 Why were many people unhappy about the music at the party?3 What problem could Harley Davidson have in the future?4 What can Harley Dav
33、idson do to preserve its sales? Should it change its brand image? Should it look for new market segments? Should it stretch its brand?It is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One.Because the performer was Elton John, not the Rolling Stones.The
34、ir customers will be getting older, and their market shrinking.They could try to appeal to younger customers, but this may put off existing and potential older ones.DiscussionTwo promotionsCase 2JCB, also called J. C. Bamford, a British manufacturer of heavy industrial and agricultural vehicles; hen
35、ce JCB can also mean a backhoe digger/excavator in Britain and Europe. JCBDiscussionTwo promotionsQuestionsQuestions1Where does the name JCB come from?2What was surprising about JCBs customer research?3What sort of products do you think JCB developed as a result of its research?4Can you think of a s
36、imilar example of brand-stretching in your country?It comes from the name of its founder.Adults and children had very different images of thecompany. Adults saw the brand as being very British,with an image of quality and being functional. Children,on the other hand, saw the brand as big, muddy andf
37、un.SkillsTaking part in meetingsA Listen to the conversation and answer the questions.1 Why do the marketing executives at Marvel Plc want to license their Luc Fontaine product range?Because they want to increase their revenue.2 What advantages does Susan Li offer to Marvel?Shes well-known in Asia a
38、nd has an excellent reputation in the industry. Shes got a modern factory and a large customer base, and is good at marketing and hard-working.3 According to Barbara, what is the disadvantage of offering a license to Susan Li?All her products sell at the lower end of the market. Theyre in the cheape
39、r price ranges. But the Luc Fontaine range is exclusive so it is not a good match for what shes selling.4 What suggestions does Barbara make to her colleagues?She suggests they contact Hiroshi Takahashi in Nagoya. He has a health-care company that is doing really well. He makes various skin products
40、 and sells them under well-known European labels.SkillsTaking part in meetingsBMarcia Alain, how . about this? Is she the right person for us?Alain Definitely. In my opinion, shes ideal.Marcia Right. Valerie, what .?Valerie I . because shes very good at marketing. Ive met her several times.Marcia Ba
41、rbara, youre shaking your head. . .?Barbara Im . agree. I dont think shes suitable at all.Marcia So what do you suggest then?Barbara . find someone else. I do have someone in mind.Barbara In my opinion, his company has a lot to offer. . meet him and see if hes interested?Listen again and complete th
42、e extracts. do you feeldo you thinkagreeWhats youropinionafraid I cantI think we shouldWhy dont weSkillsTaking part in meetingsCWhich of the phrases in Exercise B are:1 asking for opinions? 3 agreeing or disagreeing?2 giving opinions? 4 making suggestions?D Role play this situation.Jonson, a large d
43、epartment store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percent of its revenue comes from clothing, twenty-two percent from food and eight percent from furniture. Three directors of the company meet to discuss the companys problems
44、 and how to solve them.Student A: turn to page 141Student B: turn to page 147Student C: turn to page 1491, 2, 433, 56, 7CASE STUDYCaferomaBackground Company ProductBrandImageFeaturesPriceHeadquarters Pan European Food & Drink CompanyCoffee CaferomaExclusive, Italian-style, ground coffee for gourmets
45、Strong flavor, slightly bitter tasteHighTurin, ItalyCASE STUDYCaferomaProblemsProblem Reasons Its share of the European quality ground coffee market has declined by almost 25%.Brand loyalty: People prefer lower-priced coffee products.Price: Similar products are offered at much lower prices.Copycat p
46、roducts: Other brands of Italian-style ground coffee are 30 40% cheaper.Brand image: Caferoma is out of date.Too expensive & out of dateCASE STUDYCaferomaPossible solutionsRepositioning the productPricingAdvertisingMultiple brandsOwn-label productsNew productsBrand stretchingChange the target market
47、lower the price by 20 30%Launch a new advertising campaignSell Caferoma under different brand names at lower pricesSell Caferoma under supermarkets own labelsMake instant or decaf coffee products under Caferoma brandAllow coffee equipment manufacturers to use the brand on their productsCASE STUDYCaf
48、eromaClaudia, Caferomas Marketing Manager, has some recent news from one of Caferomas biggest customers, Majestic Hotels, a major European hotel chain. She discusses the news with Caferomas Sales Director, Pietro. Listen to theirconversation. How does this new information affect your decisions?CASE STUDYCaferomaTask You are members of PEFDs European marketing team. Hold an informal meeting to discuss Caferomas problems. Decide what actions are necessary to stop the decline in the products market share and to increase profits.
