I. Hoàn thành các câu sau sử dụng các từ vựng được cho trong mục A
- No one recognises our logo or slogan. We need to spend more on advertising to raise brand awareness.
- Consumers who always buy Sony when they need a new TV are showing brand loyalty.
- A fashion designer who launches his or her own perfume is an example of brand stretching.
- The brand image of Mercedes-Benz is such that its products are seen as safe, reliable, luxurious, well made and expensive.
- George Clooney advertising Nespresso is an example of product endorsement.
- A product lifecycle consists of introduction, growth, maturity and decline.
- Tesco’s wide product range means that it appeals to all sectors of the UK market.
- The use of Aston Martin cars and Sony computers in James Bond films are examples of product placement.
- Microsoft is the market leader in computer software.
- In countries with ageing populations, the over-60s age group is becoming an increasingly important market segment.
- Pepsi is the challenger in carbonated soft drinks.
- Focus groups and consumer surveys are ways of conducting market research.
II. Track 2. Nghe một chuyên gia phát biểu về thương hiệu và chọn đáp án đúng dựa vào những gì bạn nghe được
A brand …
A. helps people to become familiar with a product.
B. gives a product an identity.
C. increases the sales of a product or service.
D. enables the target consumer to decide if they want the product or not
III. Track 3. Nghe phần tiếp theo của bài nói và trả lời câu hỏi
What is the main function of a brand?
Answer: To enable customers to choose one thing from another
IV. Track 4. Nghe phần cuối cùng của bài nói và trả lời câu hỏi
In which two ways has Chris Cleaver’s company helped Nokia?
Answer: 1. Define their master plan
2. Sharpen their brand image as a technology leader
V. Track 3. Nghe lại phần phát biểu và điền vào chỗ trống
Brands are really (1) useful ways of firstly conveying all that information instantly, so – think of any brand you like, any brand that you can (2) imagine, say BMW or British Airways or in any (3) brand, and immediately your head is (4) filled with a raft of important information about what the brand does, but as much that, what it’s like and how it (5) appeals to you and connects with you. And so its function, therefore, 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. So a BMW – I’m sure BMW would probably be (6) horrified for me to say this – but, you know, a BMW is a car like an Audi is a car like a Mercedes is a car – they’ve all got four (7) wheels and (8) engine, you know, air conditioning and all that type of thing, but the way people feel about them, because of the information and (9) awareness and (10) perception that they have, enables them to decide whether or not one is better for them or right for them or says the right things about them than another.