Ways of Boring People

2954 Words12 Pages
Business English
( taken from MAKET LEADER)


A. List some of your favourite 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. [pic]

3. Why do people buy brands? 4. Why do you think some people dislikes brands? 5. How loyal are you to the brands you have chosen? For example, when you buy jean, do you always buy Levi’s

B. A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.

Vocabulary Brand Management A. Match these word partnerships to
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Coach, the US leather goods maker, is a classis 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 licence for 20 ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under licence in Asia. At the same time however, Japanese consumers prefer the group’s European-made products. Sanyo is now creating 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 says the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says “ The Asian Consumer really dos 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 of shore. Yet some in the industry recognize that change may be round the corner even for the superluxury brands.
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