Topic 1.5.2 Brands
BRANDS
Warm up
Think of two global brands for each of these sectors
accessories cars fashion jewellery fragrances technology
Do you know which country each brand is originally from?
Choose one of the brands and answer the following questions:
1.Why do you think it is so successful?
2.What qualities do you associate with it?
Vocabulary – Collocations
Look at the following collocations. How would you define them? Can you give any examples?
Brands
| BRAND | ||||
| ambassador | image | logo | loyalty | personality |
Think about the brand you chose before and talk about the following:
- Describe the brand logo, brand image and brand personality for your chosen brand.
- Does it have a brand ambassador? If so, who?
- Do you think the company has created brand loyalty? Describe the target market.
Listening and Reading
Listen and/or read the following article. How many brands are mentioned? Do you know any of them?
Chinese combine European and U.S. breaks with spending trips.
Recently, Asian brands, like fine jewellery brand Qeelin, have started to appear in U.S. shops. This unusual move is a sign of the ambitions of Asian luxury companies.
Previously, the global luxury industry moved only in one direction: from west to east. Then European and U.S. brands bought up prime retail sites in Asian megacities as a new generation of Asian customers were attracted to owning products made by companies that were more than a century old.
In recent years, however, Chinese customers have started to combine holidays abroad with shopping expeditions, and Chinese brands have begun to follow the money. Luxury research institute Hurun reports that France – home to labels such as Chanel and Louis Vuitton – has emerged as the top holiday destination for wealthy Chinese millennials. Other popular destinations include London, San Francisco and New York, as well as Japan and South Korea.
The fine jewellery sector is leading this global expansion. Chow Tai Fook, the biggest jeweller in the world, says Chinese outbound tourism was behind its expansion into Southeast Asian countries, such as South Korea and Taiwan. Over 2,000 of its stores are in mainland China, but those overseas are increasingly important. While the group prefers to run large-scale advertising and marketing campaigns to deliver a consistent brand image, there are regional adaptations. Earlier this year, for example, members of Taiwanese boyband SpeXial were asked to help publicise a store opening in Taiwan.
Some Asian brands are expanding after being bought by larger groups. Recent examples include Qeelin and Shang Xia, a luxury label now operated by French luxury group Hermès. Qeelin began selling its products in the USA, a strong market when it comes to luxury, partly to meet demand from the local Chinese community.
Building a brand overseas takes time. This is particularly true when it comes to establishing iconic designs that are as recognisable around the world as a Chanel handbag. You don’t build luxury brands overnight.
Listening/Reading Comprehension
Speaking Activities
Debate
Topic: “Will Asian luxury brands ever surpass European and U.S. brands globally?”
Team A: You support the notion that Asian brands will dominate the luxury market
Team B: You defend the continued dominance of Western brands.
Role Play:
Scenario 1:
Student A: A representative from an Asian luxury brand,
Student B: A U.S. retailer considering stocking the brand.
Negotiate the terms, including marketing strategies and store placement.
Scenario 2:
Student A: You are an international tourist from China on a shopping holiday in Europe or the U.S. Ask about prices, designs, and brand value.
Student B: You are a luxury store employee trying to sell a product.
Discussion:
- How do you think the expansion of Asian luxury brands will affect the global market?
- What are the challenges these brands face in building global recognition?
- Why do you think France is the top holiday destination for wealthy Chinese millennials?
Interview Simulation:
Student A: You a reporter interviewing a luxury brand CEO about their international expansion strategy. Focus on challenges, successes, and future goals.
Student B: You are a brand CEO, and you will be interviewed about the challenges, successes and future goals of your brand.
Grammar – Connectors
Look at these underlined words from the text which show how different ideas are connected to one another.
recently previously then in recent years however such as
as well as but while earlier this year for example now and
Grammar Reference
Connectors are words or phrases that signal to the reader or listener how things relate to one another in a text or speech, and help to support understanding. They can also be used to manage and direct the focus of the reader or listener. There are different categories of connectors depending on the role they perform in the sentence. For example:
adding ideas, e.g. and, also, as well as, in addition.
As well as discussing the in-store customer experience, we also need to look at brand awareness if we want to improve sales figures.
In addition , we feel that our stores should use new technologies to attract customers.
contrasting ideas, e.g. although, but, however, while.
Initial response to our new product range has been positive. However , there is still a lot of work to do to reach our target. ( Note: we use a comma after However.)
I think she’s a great brand ambassador, although I don’t like her music very much. ( Note: we use a comma before although.)
Certain luxury brands are popular in some countries, while different brands are popular in other markets.
referring to time, e.g. earlier (this year), in recent years, now, previously, recently, when.
In recent years , Chinese customers have started to combine holidays abroad with shopping expeditions.
giving examples, e.g. for example, for instance, such as.
There are many successful global luxury brands, such as Bulgari, Chanel and Hermès.
Our stores use new technologies, for instance , we have created an app that lets the assistant know when a loyal customer enters the store.
sequencing, e.g. first of all, then, to start with.
If you’d like to go into marketing, first of all, you should feel passionately about brands.
The success of our brand is due to two factors. To start with, we have a well-designed, great product. Then we have the support of many, many loyal customers.
Practice activity 1
Speaking
In pairs or small groups, ask and answer the questions from the previous exercise.
- Although they are expensive, do you like buying designer labels?
- When it comes to luxury goods, such as clothing, jewellery or shoes, what’s the most expensive item you have ever bought?
- Which brands are popular with your generation as well as your parents’ generation?
- Which brands have become more popular in recent years in your country or region?
- Why do some people like to buy luxury goods and designer brands while others prefer simpler and cheaper products?