BRANDS TRAVEL ORGANIZATION CHANGE MONEY ADVERTISING CULTURES EMPLOYMENT TRADE QUALITY ETHICS LEADERSHIP INNOVATION COMPETITION University of British ColumbiaCOMM 293bingg ms rina

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UNIT 1 BRANDS UNIT 2 TRAVEL UNIT 3 ORGANIZATION UNIT 4 CHANGE UNIT 5 MONEY UNIT 6 ADVERTISING UNIT 7 CULTURES UNIT 8 EMPLOYMENT UNIT 9 TRADE UNIT 10 QUALITY UNIT 11 ETHICS UNIT 12 LEADERSHI... P UNIT 13 INNOVATION UNIT 14 COMPETITION 1.1 Starting Up A List some of your favorite brands. Then answer these questions. 1. Are they international or national brands? 2. What image and qualities does each one have? Use the following words and phrases to help you. Value for money luxurious timeless well-made top of the range durable inexpensive cool reliable stylish fashionable sexy 3. Why do people buy brands? 4. Why do you think some people dislike brands? 5. How loyal are you to the brands you have chosen? For example, when you buy jeans, do you always buy Levi’s? 1.2 Vocabulary  Brand Management A  Match these word partnerships to their meanings. BRAND 1 Loyalty a) the name 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 PRODUCT 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. B  Complete the sentences with word partnerships from Exercise A BRAND 1 The creation of Virgin Cola, Virgin Air, Virgin Rail, and Virgin Bride is an example of _______________________ 2 Consumers who always buy Levi’s when they need a new pair of jeans are showing ________________________ 3 Not enough people recognize our logo; we need to spend a lot more on raising ____________________________ PRODUCT 4 David Beckham advertising Vodafone is an example of ____________________ 5 A ____________________ consists of introduction, growth, maturity and decline.6 The use of BMW cars and Nokia phones in James Bond films are examples of _________________________ 1.3 Reading  Outsourcing production A  Why do some companies make luxury products abroad rather than at home? B  Read the article and answer these questions. 1 Which brands are mentioned? Do you know which country each is from? 2 Which companies make all of their products in their own country? Made in Europe ……………………………………………………………..…………………………… By Jo Johnson, Fred Kapner and Richard McGregor Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classic example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002, it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products. Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese license for ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under license in Asia. At the same time however, Japanese consumers prefer the group’s European-made products. Sanyo is now reacting to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe. In interviews with the FT, many executives say the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says: “The Asian consumer really does believe-whether it’s true or not-that luxury comes from Europe and must be made there to be the best.’ Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci, says it will not move Gucci’s production offshore. Yet some in the industry recognize that change may be round the corner even for the super-luxury brands. Patrizio Bertelli, Chief Executive of Prada, says: “The “Made in Italy: label is important but what we are really offering is a style, and style is an expression of cultures.’ He therefore recognizes that quality fashion items may not always need to be produced in Italy. Amitava Chattopadhyay, Professor of Marketing at Insead, the business school, says: ‘A brand is a set of associations in the mind of the consumer and one of these is the country of origin. For luxury goods, the role of the brand is crucial. To damage it is a cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong.’ From the Financial TimesFINANCIAL TIMES World Business newspaper. C  Which of these statements are true? Correct the false ones. 1 Coach no longer has a factory in Puerto Rico. 2 Coach, like many other companies, is outsourcing its products to reduce costs. 3 Some Japanese people choose to buy Burberry products made in Europe rather than in Japan. 4 Sanyo’s store in Tokyo sells Burberry products made only in Asia. 5 According to Domenico De Sole, the best luxury products are made in Japan. 6 Gucci is planning to outsource some of its products. 7 Patrizio Bertelli believes that luxury fashion products should always be made in Europe. 8 Amitava Chattopadyay says that companies need to pay careful attention to where they manufacture their products. D  Choose the best summary of the article. a Most manufacturers of luxury brands do not wish to produce their goods in lowcost countries because they believe that it will damage their brand image. b Most manufacturers of top brands now produce their goods in low-cost countries. Consumers no longer care about where the products are manufactured. c Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation these luxury brands [Show More]

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