4. VOCAB – Word Partnerships – Pg.7
WORD PARTNERSHIPS – words that usually go with other
words to form typical partnerships or combinations
You have 10 minutes to complete exercises A & B in
partners
http://tre.ngfl.gov.uk/uploads/materials/19375/timer.swf
5. Brand Management - Answers
A-
1. Brand loyalty – D B–
2. Brand image – C 1. Brand stretching
3. Brand stretching – B 2. Brand loyalty
4. Brand awareness – E 3. Brand awareness
5. Brand name – A 4. Product endorsement
6. Product launch - I 5. Product lifecycle
7. Product lifecycle - J 6. Product placement
8. Product range - F
9. Product placement – H
10.Product endorsement –G
7. Answers
Usually (PS)
Often (PS)
Currently (PS and PC)
This year (PC)
Nowadays (PC)
At the moment (PS and PC)
Every day (PS)
Once a month (PS)
These days (PS and PC)
Now (PC)
8. Answers
1. a) are trying b) develop
2. a) create b) are looking
3. sells or sell b) is investing or are investing
4. a) keeps or keep b) is trying or are trying
9. Answers
1. am working
2. Sell
3. Dominates
4. is doing
5. is becoming
6. is growing
7. develop
8. extend
9. stands
10. are creating
11. Discussion Answers
CASE 1 – HARLEY DAVIDSON
1. It is based on the spirit of wild and rebellious youth such as
Marlon Brando in the film “The Wild One.”
2. Because the performer was Elton John, not the Rolling
Stones.
3. Their customers will be getting older, and their market
shrinking.
4. Harley Davidson could try to appeal to younger customers,
but this may put off existing and potential older ones.
12. Discussion Answers
CASE 2 – JCB
1. From the name of its founder.
2. Adults and children had very different images of the
company. Adults saw the brand as being very British,
with an image of quality and being functional. Children,
on the other hand, saw the brand as big, muddy and
fun.
3. JCB might have developed robust toys for children.
4. LG – electronics, chemicals, telecommunications
13. CASE STUDY
Volunteers read background
Brand Caferoma
Owned By PEFD
Image
Exclusive, Italian-style
Pricing High
Product Characteristics Strong and slightly bitter taste
14. CASE STUDY
Group 1 – Read aloud the “problems” section. Present
the findings to the class
Group 2 – Go over the “market share” section. Present
the findings to the class
Group 3 - Go over the “sales outlets” section. Present
the findings to the class
Group 4 – Go over the “focus group results” section.
Present the findings to the class.
15. CASE STUDY
In your groups, choose a team leader
The team leader starts a meeting to go over the
possible solutions
Consider the advantages and disadvantages of each
solution
Come to an agreement upon the best solution
16. HOMEWORK!
Write a one page essay on how much fun you had in
class today
JUST KIDDING….
- Complete page 62 of your textbook
Notas do Editor
- Adobe, Barbie, Coca-Cola, Disney, Ebay, Fila, Google, H&M, IBM, Johnson & Johnson, Kellog’s, Lego, MTV, Nintendo, Oakley, Puma, Quicktime, Reebok, Sega, Texaco, Unilever, Virgin, Walkman (Sony Erricson), Xbox, Yahoo, Zurich (Financial Services) - In partners, talk about exercise A, page 6. Try to use the vocab as much as possible.
ANSWERS – A - Brand loyalty – D Brand image – C Brand stretching – B Brand awareness – E Brand name – A Product launch - I Product lifecycle - J Product range - F Product placement – H Product endorsement –G B – Brand stretching Brand loyalty Brand awareness Product endorsement Product lifestyle Product placement Examples?