Sách Market Leader Intermediate – Unit 1: Brands – Học Hay

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1. Chris Cleaver is Managing Director, Business Brands at Dragon Brands. Listen to the first part of the interview and tick the points that he makes.

A brand …

1. helps people to become familiar with a product.
2. gives a product an identity.
3. increases the sales of a product or service.
4. enables the target consumer to decide if they want the product or not.

Đáp án:

2 and 4

1. Listen to the second part of the interview and answer the question.

What is the main function of a brand?

Đáp án:

A brand’s main function is ‘to enable you to choose one thing from another – often in markets where there is very little actual difference between, you know, the product’.

1. Listen to the final part. In which two ways has Chris Cleaver’s company helped Nokia?

Đáp án:

Chris Cleaver’s company has helped Nokia:

• – with the question of what the Nokia brand represents and how customers relate to it – to get them to think of it as the ‘master brand’.
• – to develop parts of their offer (point out this specialised use of offer) and keeping the brand fresh with multimedia devices, not just ‘phones’.

(Point out Chris’s use of Firstly and And to signpost these two main ideas.)

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Match these word partnerships to their meanings.Vocabulary Market Leader Intermediate – Unit 1: Brands– HocHay

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                  I) 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

Đáp án:

1. d
2. c
3. b
4. e
5. a
6. i
7. j
8. f
9. h
10. g
11. m
12. n
13. k
14. o
15. l

1. Complete these sentences with word partnerships from Exercise A.
2. No one recognises our logo or slogan. We need to spend more on advertising to raise…………………………
3. Consumers who always buy Sony when they need a new TV are showing …………
4. A fashion designer who launches his o r her own perfume is an example of
5. The ………… of Mercedes-Benz is such that its products are seen as safe, reliable, luxurious, well made and expensive.
6. George Clooney advertising Nespresso is an example of …………
7. A ……….. consists of introduction, growth, maturity and decline.
8. Tesco’s wide ………… means that it appeals to all sectors of the UK market.
9. The use of Aston Martin cars and Sony computers in James Bond films are examples of …………
10. Microsoft is the ……….. in computer software.
11. In countries with ageing populations, the over·60s age group is becoming an increasingly important ………….
12. Pepsi is the ……….. in carbonated soft drinks.
13. Focus groups and consumer surveys are ways of conducting …………

Đáp án:

1. awareness
2. loyalty
3. stretching
4. image product
5. endorsement
6. lifecycle
7. range
8. placement market
9. 1eader
10. segment
11. challenger
12. research

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