This document contains an excerpt from an interview with Chris Cleaver, managing director of business brands at dragon brands, about brands. It includes exercises matching expressions related to brands, determining if statements about brands from the interview are true or false, and ordering adverbs used in the interview. The interview discusses how brands transmit useful information to help consumers choose between similar products and convey whether a product is right for the consumer or expresses their identity. Brands like Nokia are used as an example of how they satisfy customer groups and have expanded their offerings over time.

1. © Pearson Education Limited 2010 photocopiable
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RESOURCE
BANK
socialising: introductions and networking
RESOURCE
BANK
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Listening
chris cleaver, managing director, business brands at dragon brands
A CD1.2 Listen to part one of the interview and match the two parts of the expressions.
1 real a) identity
2 physical b) traction
3 visual c) manifestation
4 design d) customer or consumer
5 target e) product
6 persuasive f) audience
7 end g) ideas and perceptions
8 target h) user
B
Now match the expressions in Exercise A to these explanatory phrases.
i) the people to whom it is hoped to sell brands (3 expressions)
ii) the powerful ideas that people have about brands
iii) the look of the brands (images used in advertising, etc.) (2 expressions)
iv) when brands are seen in terms of the item being sold
v) brands that are powerful in the marketplace
C CD1.3 Listen to part two. True or false?
1
Brands are a useful way of transmitting information.
2
This information is only about what the brand does.
3
Brands help you choose between products.
4
The physical differences between products mentioned here can be very large.
5
Chris Cleaver mentions BMW, Audi, Mercedes and Porsche.
6
Brands help you decide if the product is right for you or says the right thing about you.
D CD1.4 Listen to part three. In what order do you hear these adverbs?
a) hugely
b) technically
c) primarily
d) particularly
E Now use the adverbs from Exercise D to complete these sentences.
1
Nokia invented the market in a way, for many people, people of Chris Cleaver’s
generation.
2
Nokia is what you might call the master brand.
3
Nokia wanted to satisfy the needs that that one emerging customer group has,
younger consumers.
4
Nokia expanded in terms of what it offers.
Brands
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