B1P 2.2 Asian brands go west

Brand management is very important, reports Global Reputation, a London-based consultancy group.

​ (a)   , 72 percent of consumers say that they prefer big brands. In ​ (b)   , they say they are happy to pay more for them. And, astonishingly, 80 percent of employees will work for less money for a company with a good reputation. As you can see, it pays to manage your company's brand. ​ (c)   how can we manage it? Experts say there are many ways to deliver your brand message, although here I'd like to give you a couple of tips. ​ (d)   , you can exhibit at trade shows. You might use online media, (e)   a website or blog.

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Brand management is very important, reports Global Reputation, a London-based consultancy group.

​ (a)   traditional print media, there is social media, such as Twitter ​ (b)   Facebook. (c)   , let's not forget there are ​ (d)   individual professionals and agencies who can help you manage your brand.

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1. ​ (a)   the global luxury industry previously moved only in one direction, Chinese customers now go on shopping trips in the West.

2. Examples of luxury goods that are popular in Asia include, ​ (b)   handbags and watches.

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1. 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, ​ (a)   Chanel, Louis Vuitton and Hermes.

2. Hermes, ​ (b)   , started as a horse harness business in Paris in 1837, and is ​ (c)   a champion of traditional French craftmanship and hig-quality manufacturing.

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1. So, where are wealthy Chinese millennials going? ​ (a)   , France is the top holiday destination.

2. ​ (b)   other popular shopping destinations ​ (c)   include London and New York, ​ (d)   Japan, Malaysia and South Korea.

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1. ​ (a)   they are expensive, do you like to buy designer labels?

2. ​ When it comes to luxury goods, ​ (b)   clothing, jewelry or shoes, what's the most expensive item you have ever bought?

3. Which brands are popular with your generation ​ (c)   ​ your parents' generation?

4. Which brands have become more popular ​ (d)   in your country or region?

5. Why do some people like to buy luxury goods and designer brands ​ (e)   others prefer simpler and cheaper products?

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