This document provides an overview of topics and activities covered in a business English class about brand management. The class included vocabulary on brand management terms, a listening activity on why brands matter, and a language review of the present simple and present continuous tenses. Students then participated in a discussion about brand promotions, analyzing case studies of Harley Davidson and JCB brands. Finally, students worked in groups to analyze problems, market share, sales outlets, and focus group findings regarding the Caferoma coffee brand case study in order to determine solutions.

1. Brands
Practical Business English
Professor Hayashi
Week 3

2. Today’s Class
 VOCAB-Brand Management
 LISTENING-Why Brands Matter
 LANGUAGE REVIEW-Present Simple/Present Continuous
BREAK
 DISCUSSION- Promotions
 CASE STUDY

3. VOCAB - Brand Management –Pg.6
 Name
that
logo!

4. VOCAB – Word Partnerships – Pg.7
WORD PARTNERSHIPS – words that usually go with other
words to form typical partnerships or combinations
 You have 10 minutes to complete exercises A & B in
partners
http://tre.ngfl.gov.uk/uploads/materials/19375/timer.swf

5. Brand Management - Answers
 A-
2. Brand loyalty – D B–
3. Brand image – C 2. Brand stretching
4. Brand stretching – B 3. Brand loyalty
5. Brand awareness – E 4. Brand awareness
6. Brand name – A 5. Product endorsement
7. Product launch - I 6. Product lifestyle
8. Product lifecycle - J 7. Product placement
9. Product range - F
10.Product placement – H
11.Product endorsement –G

6. LANGUAGE REVIEW –
Present Simple & Present
Continuous

7. Answers
 Usually (PS)
 Often (PS)
 Currently (PS and PC)
 This year (PC)
 Nowadays (PC)
 At the moment (PS and PC)
 Every day (PS)
 Once a month (PS)
 These days (PS and PC)
 Now (PC)

8. Answers
 1. a) are trying b) develop
 2. a) create b) are looking
 3. sells or sell b) is investing or are investing
 4. a) keeps or keep b) is trying or are trying

9. Answers
 1. am working
 2. Sell
 3. Dominates
 4. is doing
 5. is becoming
 6. is growing
 7. develop
 8. extend
 9. stands
 10. are creating

10. DISCUSSION - Promotions

11. Discussion Answers
CASE 1 – HARLEY DAVIDSON
1. It is based on the spirit of wild and rebellious youth such as
Marlon Brando in the film “The Wild One.”
2. Because the performer was Elton John, not the Rolling
Stones.
3. Their customers will be getting older, and their market
shrinking.
4. Harley Davidson could try to appeal to younger customers,
but this may put off existing and potential older ones.

12. Discussion Answers
CASE 2 – JCB
2. From the name of its founder.
3. Adults and children had very different images of the
company. Adults saw the brand as being very British,
with an image of quality and being functional. Children,
on the other hand, saw the brand as big, muddy and
fun.
4. JCB might have developed robust toys for children.
5. LG – electronics, chemicals, telecommunications

13. CASE STUDY
 Volunteers read background
Brand Caferoma
Owned By PEFD
Image
Exclusive, Italian-style
Pricing High
Product Characteristics Strong and slightly bitter taste

14. CASE STUDY
 Group 1 – Read aloud the “problems” section. Present
the findings to the class
 Group 2 – Go over the “market share” section. Present
the findings to the class
 Group 3 - Go over the “sales outlets” section. Present
the findings to the class
 Group 4 – Go over the “focus group results” section.
Present the findings to the class.

15. CASE STUDY
 In your groups, choose a team leader
 The team leader starts a meeting to go over the
possible solutions
 Consider the advantages and disadvantages of each
solution
 Come to an agreement upon the best solution

16. HOMEWORK!
 Write a one page essay on how much fun you had in
class today
JUST KIDDING….
- Complete page 8 of your textbook
- Write out your answers and show it to the assistant
captain for a homework point next week