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