Brand management

Match these word partnerships to their meanings. (write the correct letter)
1- Brand
1.loyalty  a) the title given to a product by the company that makes it
2.image b) using an existing name on another type of product
3.stretching c) the ideas and beliefs people have about a brand
4.awareness  d) the tendency to always buy a particular brand
5.name    e) how familiar people are with a brand (or its logo and slogan)

6.launch f) the set of products made by a company
7. lifecycle g) the use of a well-known person to advertise products
8. range h) when products are used in films or TV programmes
9. placement i) the introduction of a product to the market
10. endorsement j) the length of time people continue to buy a product

11.leader    k) the percentage of sales a company has
12. research   l) customers of a similar age, income level or social group
13. share     m) the best-selling product or brand in a market
14. challenger    n) information about what consumers want or need
15. segment     o) the second best-selling product or brand in a market

Complete these sentences with word partnerships from the previous Exercise. (loyalty- image-stretching - awareness -name)

1 No one recognises our logo or slogan. We need to spend more on advertising to raise brand   

2 Consumers who always buy Sony when they need a new TV are showing 

3 A fashion designer who launches his o r her own perfume is an example of 

4 The  of Mercedes-Benz is such that its products are seen as safe, reliable, luxurious, well made and expensive.

launch - lifecycle - range - placement - endorsement

5 George Clooney advertising Nespresso is an example of   

6 A   consists of introduction, growth, maturity and decline.

7 Tesco's wide    means that it appeals to all sectors of the UK market.

8 The use of Aston Martin cars and Sony computers in James Bond films are examples of 

leader - research - share - challenger - segment

9 Microsoft is the    in computer software.

10 In countries with ageing populations, the over·60s age group is becoming an
increasingly important 

11 Pepsi is the    in carbonated soft drinks.

12 Focus groups and consumer surveys are ways of conducting   

Building luxury brands

1- What is the brand image of Dior?

2-  Skim the article on the opposite page quickly and say which of the following points are mentioned:

1 The high profit margins on bags
2 Investing in markets that may take some time to grow
3 People are ready to pay a lot of money for very high·quality things because they are beautiful.
4 Building customer loyalty through ready·to-wear

Read the article and complete the notes in the maps below. Then correct the ten mistakes.


understand - label - demands -forget - exclusivity - double - of luxury - look for


1-      2-      3-     4- 

5-      6-        7-      8- 

The present simple and the present continuous have several uses.
• We use the present simple to give factual information, for example about company activities.
Christian Dior Couture makes luxury, ready-to-wear fashion.
Dior Homme targets the male consumer.
• We use the present simple to talk about routine activities or habits.
Toledano routinely communicates with his demanding boss.
Toledano travels every week to one of Dior's 224 stores.
• We use the present continuous to talk about ongoing situations and projects.
Fashion house Christian Dior is now selling baby bottles.
• We use the present continuous to talk about temporary situations.
Dior is currently looking to recruit a marketing director for the UK and Ireland.


Which of the time expressions below do we usually use with the present simple? Which do we usually use with the present continuous? Which are used with both?




Complete these sentences with the present simple or the present continuousform of the verbs in brackets.

1 a) At the moment, eBay (work) with brand owners to remove fake items.
b) eBay    now (spend) $20m a year analysing suspicious sales.
2 a) Louis Vuitton usually      (seli) its products through authentic Louis Vuitton boutiques.
b) At the moment, Louis Vuitton    (negotiate) with Hubert de Givenchy.
3 a) Both Apple and BlackBerry    (launch) important new products this year.
b) These days, a lot of people    (have) a BlackBerry.

Complete this text with the present simple or the present continuous form of the verbs in brackets.


The Google brand 1 (grow) rapidly. According to the Millward Brown Brandz report, it 2 (hold) first place in the list of top 100 brands. In fact, the IT field   3 (dominate) the top-ten corporate brands. Google   4 (operate) websites at many international domains, the most popular being www.google.com. and   5 (generate) revenue by providing effective advertising opportunities. Google always    6 (focus) on the user, and consumers usually  . 7 (see) Google as quite trustworthy.
Nowadays, companies  8 (begin) to recognise that brands are amongst their most valuable assets. They understand that brands    9 (become) ever more powerful in driving business growth. Strong brands    10 (generate) superior returns and protect businesses from risk. Google currently    11 (hold) the top position, but it has to keep innovating if it wants to remain number one. BlackBerry and Apple are the two fastest-growing brands in the top 100, and China Mobile    12 (grow) steadily, too.

Four marketing executives at a sports sponsorship agency are talking about finding a new sponsor for their client, a well-known media company, Listen to the conversation and answer the questions.


1 Why does the client want to change the sport they sponsor?
2 Which four sports do the executives consider?
3 Which sport does Mario suggest? Why does he suggest it?
4 What must David do before he contacts Larry Harrington's agent?

Listen again and complete the extract.



Joy  : Well, there are several possibilities,    1  ice hockey? It's an incredibly fast. exciting sport, it's very popular in America and in a lot of European countries .
David : OK. that's a possibility     2, Natasha? Would ice hockey be a good choice?
Natasha  : Mmm,     3  It's not really an international sport, is it? Not in the same way as baseball, for example. or  ... tennis.
David :     4 - baseball's got a lot more international appeal. and it's a sport that's got a good image. I don't know about tennis - I'm not sure it would be suitable. Mario, 5?
Mario :     6 . motor racing would be perfect for our client. It's fast. exciting. and the TV coverage of Formula One races is excellent. They would get a lot of exposure, it will really strengthen their image.
David :  That's a great idea. Mario  7 get in touch with Larry Harrington's agency and see if he's interested? Harrington's young. exciting - he'd probably jump at the chance to work with our client. They're a perfect match. But first I must check with our client and make sure they're happy with our choice.