Unit 8 Brands
Date: 2015-10-07; view: 434.
Ex.16. Listen to the dialogue “Renting a car”.
Ex.17. Role play:
Student A is a traveler who wants to rent a car. Student B is a representative of a car renting company. Discuss the terms of your renting contract using the following model:
| Student A | Student B |
| Explain what kind of car you'd like to rent | |
| Point out it's difficult. Suggest some other type of car. | |
| Ask him for more details about the car and terms of payment | |
| Give the specific advantages of using an alternative car. Suggest some benefits for the client | |
| Agree to the offer |
| Brand name | a word, name, symbol, etc., esp. one legally registered as a trademark, used by a manufacturer or merchant to identify its products distinctively from others of the same type and usually prominently displayed on its goods, in advertising, etc. | |
| Brand extension Brand stretching | the expanded use of an established brand name or trademark to new products to promote sales | |
| Brand image | the impression held by consumers about a specific brand's product or service | |
| Brand awareness | a measure of how readily members of a target audience remember a commercial brand, what it is about, and their level of trust in the brand; the proportion of target customers that recall a brand | |
| Brand loyalty | the tendency of consumers to continue buying a specific brand's product or service, despite the competition | |
| overexposure | the condition of having been seen, heard, or advertised so frequently or for so long that freshness or appeal is diminished. | |
| Corporate identity | The way in which a company uses similar designs and colours on all its products, advertisements, letters, etc. so that people will become familiar with the company | |
| Creative director | Someone who is in charge of the work relating to producing advertisements and image campaigns for a company. | |
| distribution | The actions involved in making goods available to customers after they have been produced, for example, moving, storing and selling the goods. | |
| exclusivity | The fact that a product is so expensive that not many people can afford to buy it | |
| model | A particular type or design of a machine or device | |
| positioning | The way people think about a product in relation to the company's other products and to competing products, or the way that the company would like them to think about it. | |
| pricing | The prices of a company's products or services in relation to each other and in relation to those of competitors, and the activity of setting them | |
| counterfeit | made in imitation of something genuine with the intent to deceive or defraud; forged | |
| sweatshop | a shop employing workers at low wages, for long hours, and under poor conditions | |
| Conjure up | to call or bring into existence by or as if by magic; to bring to mind; recall | |
| purveyor | someone who supplies provisions (especially food) | |
| Stand for | To represent; symbolize | |
| outlet | a store, merchant, or agency selling the goods of a particular wholesaler or manufacturer. | |
| fabulous | almost impossible to believe; incredible. Informal. exceptionally good or unusual; marvelous; superb | |
| expand | To become greater in size, volume, quantity, or scope | |
| Detract from | to take away a part, as from quality, value, or reputation | |
| judicious | Directed or governed by sound judgment; having sound judgment; wise; prudent; discreet. | |
| perceive | to become aware of, know, or identify by means of the senses | |
| staid | Sober and unexciting | |
| visionary | a person with unusual powers of foresight | |
| accolade | Prize, award | |
| Attorney | a professional person authorized to practice law; conducts lawsuits or gives legal advice | |
| Ready-to-wear | clothing made in standard sizes; ready-made clothing. | |
| streamline | To improve the appearance or efficiency of; modernize; organize; simplify. | |
| Back-end | Behind the scenes administrative activities | |
| revamp | to renovate, redo, or revise | |
| bumpy | of uneven surface; full of ups and downs | |
| sobriety | seriousness, gravity, or solemnity | |
| confectioner | a person who makes or sells candies and, sometimes, ice cream, cakes, etc. | |
| signage | graphic designs, as symbols, emblems, or words, used esp. for identification | |
| tarnish | to diminish or destroy the purity of; stain | |
| Check pattern | a pattern formed of squares, as on a checkerboard. | |
| fake | something that is a counterfeit; not what it seems to be | |
| flood | To fill with an abundance or an excess |
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