Unit1: BRANDS

OUTCOMES
• Listen for opinions in an interview effectively
• Complete a note from a reading text
• Review present simple and present continuous tenses
• Learn and use vocabulary related to brand, product and market
• Take part in simulated company’s meetings
• Write an email
• Make decisions about how a luggage manufacturer can
protect its brand
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 STARTING UP
How much do you know about
brands?

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Brand & Brand Name
1. List some successful (local) brands you know.
2. How do you define a successful brand?
3. Brand vs. brand name?

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 “
When people use your brand
name as a verb, that is
remarkable.
Meg Whitman

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Matching Game
product launch name
brand stretching/extension range
market research placement
challenger endorsement
share leader
awareness image
loyalty lifecycle
segment

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VOCABULARY BREADTH

◍ Complete Exercise A, p. 7 (in pairs) – 7M

◍ Complete Exercise B, p. 7 (in pairs) – 7M

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VOCABULARY DEPTH

◍ Distinguishing the words

◍ Game
◍ Real-life contexts

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PRODUCT ENDORSEMENTS

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BRAND STRETCHING / EXTENSION

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 BRAND LOYALTY

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Discussion
Group 1: What are the advantages and disadvantages for
companies of product endorsements? Give examples of
success and failure in this strategy.
Group 2: Think of a brand’s product line. List all of its potential
market segments. Find the best product launch idea for it.
Group 3: Find a company with the largest market share in its
field. Give specific statistics (figures, charts, …). What has it
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done to achieve this success?
More Vocab.

◍ KOL = KEY OPINION LEADER

◍ Brand ambassador
◍ Retention rate

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 LISTENING
Listening for Opinions in an
Interview

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LISTENING FOR DETAILS

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FOCUS ON…
◍ ADJECTIVES
◍ NOUNS
◍ VERBS
◍ STRESS (INTONATION)
◍ ENUMERATION/LISTING (FIRST, SECOND, THIRD,
NEXT, LAST, ALSO, ANOTHER, THE OTHER…)
◍ BUT/HOWEVER

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NOW LISTEN AGAIN

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LISTEN MORE…
CD1.3 – TRUE or FALSE?
1. Conveying information through a brand takes quite a
lot of time.
2. Enabling a person to choose a brand over many
options is the function of a brand.
3. Various brands of the same products in the market
have a big difference.
4. Feeling (of self-reflection), awareness and perception
that one has about a brand is the key driver of his/her
buying decision.
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APPEALING = ATTRACTIVE

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LISTEN and THINK…
CD1.4
Nokia N series was helped with
◍ Master brand / Brand navigation (elements of choice)
◍ Brand freshness (keep moving with the market and
consumers’ taste and demands)
How about GRAB? Has the company been successfully
applying the above? What are other strategies does it use?

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READING
Note Completion

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Restless Pursuer of
Luxury’s Future

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 Tip: Follow the order of the numbers
Complete the Notes

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Complete the Notes

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What Actions are to be
taken?

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 How would you Apply it?

◍ “Mr. Toledano believes not only that a brand should

go to its customers but that it should anticipate their
needs and invest early in markets that may not show
real growth for up to six years.”
◍ Examine Winmart’s current markets in Vietnam and
find some potential markets (cities or provinces)
for the brand to expand their system. Explain your
choice.
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 LANGUAGE
REVIEW
Present simple and
present continuous tenses
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Complete Exercise C, p. 10

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 SKILLS
Taking part in Meetings

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 How about

What do you think

I’m not for sure

1. How do you feel about this

1. In my opinion

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Language Input

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APPLY THEM!

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ROLE PLAY

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 Situation
◍ Jeanne de Brion is a jewelry company in Boston, USA. A
year ago, it launched a line of jewelry with the brand name
Cecile. This is the name of the French designer who
created the collection. Unfortunately, the Cecile line has
not achieved its sales targets. Three directors of the

company meet to discuss how to improve sales.

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Tasks

◍ Work in groups of three, read your role cards, apply the

useful language box and then role-play the discussion.
◍ Analyze the cards + Add ideas (reasons, suggestions,
actions to be taken, personnel, …) + Show
agreement/disagreement.
◍ Role cards  Next slides

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CASE STUDY

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HUDSON CORP.
• Company’s background summary
• Market research conclusion
• Possible problems faced in Europe
• 6 options for Europe marketing –
pros and cons
Requirements
◍ Group work
◍ Slides must cover the points above
◍ Role play: Holding an informal meeting
◍ Apply the items in the language box
◍ All members must perform
◍ Agreed actions to be taken (TWO
options)
◍ Reasons
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Criteria / Rubrics

◍ Meeting organization (20%)

◍ Discussion style (20%)
◍ Solutions (30%)
◍ Language (Indiv.) (20%)
◍ Slides (10%)

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WRITING
Emails

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Refer to p. 127

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 Formal or Casual

◍ [Link]
yle-formal-or-informal

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Styles/Registers

◍ Formal: Complaints, requests, proposals

etc., Messages to strangers.
◍ Neutral: Messages between colleagues
and clients.
◍ Casual: Family & friends

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 Practice – Casual or Formal?
1. Thanks for your email on the 17th.
2. Could you...?
3. I was wondering if you would be able to...
4. It is with regret that we advise you that...
5. I'm sorry to tell you that…
6. I would be grateful if you could...
7. Don't forget...
8. We would like to remind you that...
9. Shall I...?
10. Would you life me to...?
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Homework
◍ Group work
◍ Answer the questions

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Thank you and See you again!