Unit 2: brands

Unit 2: brands

Open Ended

1- Write one global brand you know.

2- Where is it originally from?

3- Is it successful? Why?

Multiple Select

workbook p. 9

2- Bulgari’s move from jewellery into the hotel business is an interesting case

of _________________.

• devalue

• ultra-luxury

• brand stretching

• core business

Multiple Select

3. A successful example of ________________ is Amazon’s ‘suggested reading’ for customers which is based on the books they have bought in the past.

• interactive marketing

• loyalty

• devalue

• growth

Multiple Select

4. Nike’s _____________ is making sports shoes.

• ultra-luxury

• core business

• image

• logo

Multiple Select

5. Good copies of Gucci bags can _______________ the original product.

• stretch

• approach

• venture into

• devalue

Multiple Select

6. Department stores encourage customer ___________ by offering discount store cards.

• loyal

• loyalty

• base

• interactive marketing

Multiple Select

7. Cartier and Hermès are examples of ______________ brands.

• venture into

• ultra-luxury

• cautious

• historical

Multiple Choice

Student's book p. 21

1- _______________ the global luxury industry previously moved only in one direction, Chinese customers now go on shopping trips in the West.

• However

• Although

Multiple Choice

2- Examples of luxury goods that are popular in Asia include, __________ , handbags and watches.

• for instance

• as well as

Multiple Choice

3- For Asian buyers, part of the attraction of having a luxury handbag or scarf is that the brand is more than a century old. France is famous for its luxury brands, _______________, Louis Vuitton and Hérmes.

• first of all

• such as

Multiple Choice

4- Hérmes, _________, started as a horse harness business in Paris in 1837, and is _______ a champion of traiditional French craftsmanship and high-quality manufacturing.

• first of all / now

• recently / previously

Multiple Choice

5- So, where are wealthy Chinese millennials going? ________, France is the top holiday destination.

• To start with

• Then

Multiple Choice

6- _______, other popular shopping destinations ________ include London and New York, ________ Japan, Malaysia and South Korea.

• However/ also / as well as

• Although / in addition / also

• However / in addition / as well as

Open Ended

Student's book p. 21 (exercise 8A)

Complete the questions with suitable connectors.