Market Leader Extra Intermediate Course Book

1 unit

Brands ‘ Products are made in the factory, but brands are made in the mind. ’ Walter Landor ( 1913–1995 ), branding pioneer

overview

vocabulary Brand management listening Successful brands reading Building luxury brands language review Present simple and present continuous skills Taking part in meetings case study Hudson Corporation

starting up

Work with a partner. List some of your favourite brands. then answer these questions. 1 Do you / Would you buy any of the following brands? Why? / Why not?

A

Coca-Cola

Ikea

Microsoft

Tesco Nokia

Chanel

IBM

General Electric

Virgin

Kellogg’s

Toyota

Google

Intel

Samsung Marlboro

Ford

McDonald’s

Mercedes-Benz

Disney

China Mobile

2 Which of the brands above do you think feature in the top-ten Interbrand list in both 1999 and 2007 ? (Check your answer on page 134 . Are you surprised?) 3 Pick some of the brands above which interest you. What image and qualities does each one have? Use these words and phrases to help you.

value for money upmarket

timeless

well-made

classic stylish

durable

inexpensive

cool

reliable

fashionable

sexy

sophisticated fun

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

CD1.1 Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands? Which person do you agree with?

B

6

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