This document discusses key concepts in branding including product leaders, brand awareness, brand image, and brand positioning. It provides examples of brand attributes such as value for money, durable, fashionable, and upmarket. The document also covers verb tenses in English including the present simple and present continuous tenses.

2. PRODUCT
LEADER
RESEARCH
SHARE
CHALLENGER
SEGMENT
MARKET
BRAND
LAUNCH
LIFECYCLE
RANGE
PLACEMENT
ENDORSEMENT
LOYALTY
IMAGE
STRETCHING
AWARENESS
NAME
ex. A, B; pg. 7

3. Walter London (1913-1995)
branding pioneer

4. Unit 1: Brands
InterbrandList

5.  value for money
 durable
 fashionable
 upmarket
 inexpensive
 sexy
 timeless
 cool
 sophisticated
 well-made
 reliable
 fun
 classic
 stylish
ex. A, pg. 6

6. Liking/disliking brands
ex. B, pg. 6

7. reading, pg. 7

8. Present Simple Tense
I work in an advertising company.
Do you work in an advertising company?
I do not (don’t) work in an edvertising company.
She works in an advertising company.
Does she work in an edvertising company?
She does not (doesn’t) work in an advertising
company.
Dior is a luxury brand.
Is Dior a luxury brand?
Dior is not (isn’t) a luxury brand.
 factual information
 routine activities or habits
 general truth
 timetables and schedules
Present Continuous Tense
BabyDior is now selling baby bottles.
Is BabyDior now selling baby bottles?
BabyDior is not (isn’t) selling baby bottles.
 ongoing situations and rpojects
 temporary situations
 trends
 personal arrangements and plans
TO BE
ex. A, pg. 10