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E3 Det Most Valuable Brands
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E3 Det Most Valuable Brands

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  • 1. LISTEN TO : http://www.bbc.co.uk/worldservice/learningenglish/language/wordsinthenews/2009/09/091002_witn_brands.shtml BBC, Learning English, Words in the news, 9 October 2009 Answer the following questions. 1.What is ‘Interbrand’ ? 2.What do they say about Coca Cola ? 3.What does Interbrand’s latest survey say?
  • 2. MOST VALUABLE BRANDS A It's hard to put a fin__________ (A1) value on a well-known corporate (B1) name but every year the marketing consult__________ (A2) Interbrand has a go. For example (B2) , it claims the world's top br__________ (A3) Coca-Cola is currently worth(B3) $68bn, a couple of billion dollars l__________ (A4) than 12 months earlier (B4) . Its latest survey suggests the rece__________ (A5) has had a considerable impact (B5) on the corpor__________ (A6) pecking order. Car companies (B6), s__________ (A7) as BMW and Toyota, along (B7) with Harley Davidson motorc__________ (A8) , have seen above average declines in the value (B8) of their brands - as have some lux__________ (A10) firms, like watchmakers ( B10) Cartier and Rolex, and Armani __________thing (A11). The lesson seems to be consumers(B11) don't value exp__________ (A12) things they don't actually need to buy so much when times are hard (B12). Mean__________ (A13) , firms associated with relatively cheap (B13) products - McDonalds f__________ (A14) food and Kellogg's cornflakes (B14), for example - have seen the value of their brands r__________ (A15) relative to others in the
  • 3. recession. The Google brand (B15) has also done well - maybe that's because more people are b__________ (A16)-hunting on the internet. According to the survey, the world's five most valuable (B16) brands are Coca-Cola, IBM, Microsoft, General Electric and Nokia, unchanged from last year. Mark Gregory, BBC News MOST VALUABLE BRANDS B It's hard to put a financial(A1) value on a well-known corp__________ (B1) name but every year the marketing consultancy(A2) Interbrand has a go. For ex__________ (B2) , it claims the world's top brand (A3) Coca-Cola is currently w__________(B3) $68bn, a couple of billion dollars less (A4) than 12 months ear__________(B4) . Its latest survey suggests the recession (A5) has had a considerable imp__________ (B5) on the corpororate (A6) pecking order. Car comp__________ (B6), such(A7) as BMW and Toyota, al__________ (B7) with Harley Davidson motorcycles (A8) , have seen above average declines in the val__________ (B8) of their brands - as have some luxury (A10) firms, like watchm__________ ( B10) Cartier and Rolex, and Armani clothing (A11). The lesson seems to be cons__________ (B11) don't value expensive (A12) things they don't actually need to buy so much when times are h__________(B12). Meanwhile (A13) , firms associated with relatively ch___________ (B13) products -
  • 4. McDonalds fast (A14) food and Kellogg's corn__________(B14), for example - have seen the value of their brands rise(A15) relative to others in the recession. The Google br__________(B15) has also done well - maybe that's because more people are bargain (A16)-hunting on the internet. According to the survey, the world's five most val__________(B16) brands are Coca-Cola, IBM, Microsoft, General Electric and Nokia, unchanged from last year. Mark Gregory, BBC News