1- 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?
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.
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?
2- Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands? Which person do you agree with?
Discuss these questions.
1 What are the advantages and disadvantages for companies of product endorsements?
2 How can companies create brand loyalty?
3 Can you give any examples of successful or unsuccessful brand stretching?
4 Think of a cheap or expensive idea for a product launch.
5 What other market segments can you identify (e.g. young singles).
6 What action can companies take if they start to lose market share?
Language Review : Present simple and present continuous
Skills : Taking part in meetings
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.
Which of the phrases in the previous exercise B are:
1 asking for opinions? 2 agreeing or disagreeing?
3 giving opinions? 4 making suggestions?
D Role-play this situation.
Jeanne de Brion is a jewellery company in Boston. USA. A year ago. it launched a line of jewellery 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.
Work in groups of three, Read your role cards, then role-play the discussion.