IMAGE
It is the general opinion most people have of
a company, product, or person.
WHAT IS BRAND IMAGE?
Yes! It is the opinion people have of a brand.
WHAT DOES A BRAND IMAGE HAVE (CONSIST OF)?
- Name
- Logo (symbol)
- Recognizable Design
 They
work hard to create brands.
 They promote the brand image through
advertising campaigns (AKA BRANDING).
Customers feel happier buying a famous
brand than a product they don’t know.
The image of the brand has to appeal to the
target market!
1. Are Luxury goods expensive or cheap? Low
quality or high quality?
2. Inexpensive and cheap can mean different
things. What do you think the difference is?
3. Do you think goods which are value for
money are cheap or inexpensive? Are they
low quality?
Choose words or phrases to describe the image of
each picture above.
fun
stylish
reliable
practical fashionable
dynamic
excellent engineering
latest technology
Match the words or phrases 1-5 with the meanings in
a-e.
1.
2.
3.
4.
5.
top-end
Haute couture
Off-the-peg
Fashion house
Designer label
a. Clothes made in a factory,
not specially for one
person
b. The company’s name on
the clothes they have
designed
c. A company that designs,
makes and sells
fashionable clothes
d. The most expensive
products in a range
e. Making and selling very
expensive clothes
especially for women
Read the article, Fashion’s Favorite and answer the
following:
1.
2.
3.
4.
5.
6.
7.
Why are there only 2,000 customers for haute
couture?
Do fashion houses make a profit from haute
couture?
What is the main advantage of a fashion show?
Why is Paris the true capital of fashion?
Why is the fashion industry good for France?
Which city competes with France as a centre of
fashion?
Would you pay more for a designer label? Why?
1.
a.
b.
2.
a.
b.
3.
a.
b.
hand-made:
manufactured in a
factory
made without
machines
talented:
hard working
having a special talent
firms:
companies or small
businesses
groups of workers
1.
a.
b.
2.
a.
b.
3.
a.
b.
Textile industry:
businesses
manufacturing fabric
groups of workers
output:
production
shows
Domestic market:
sales abroad
sales in your own
country
campaigns
famous
fashion houses
shows
glossy magazines
image
publicity
wear
Fashion houses
__________ , such as Versace and Yves Saint Laurent, are
campaigns In
choosing celebrities for their advertising ___________.
the past, supermodels like Cindy Crawford were the main
Glossy magazines are full of
stars of fashion. Now the __________
photos of beautiful actors such as Nicole Kidman.
Louis Vuitton’s latest advertisements feature the singer
famous fashion models.
Jennifer Lopez, and no __________
Newspapers are more interested in what film stars
wear
___________
to the Oscars (Academy Awards) than in
shows
fashion ___________.
But people in the fashion industry still say that they
cannot do without them. They create the
image
__________
of the brand and generate a lot
of ____________.
publicity
Dee Delaney is an independent
marketing consultant. Listen to her
describe how companies communicate
the image of their brand.
Answer the following questions.
1. Companies don’t just sell products. What
more do they sell?
2. What three examples does Dee Delaney give of
things that people buy that ‘say something
about who you are’?
5. Is Gap’s StressFree clothing for men or women?
6. What two adjectives describe the image of the
brand?
Comparatives
Fashion shows
are cheaper than
advertisements.
Superlatives
Paris has the
world’s biggest
number of
talented
designers.
Equatives
The British
fashion industry
isn’t as
important as the
French or Italian.
*Express
similarities or
differences
between two
people or things.
*Express
extremes among
three or more
people or things.
*Used when
people or things
are equal to each
other.
-er + than or
more/less than
the + -est or the as + adjective +
most/least
as
1.
2.
3.
4.
5.
6.
7.
The US has a bigger / more big domestic
market than France.
There aren’t as many designers in London
than / as in Paris.
John Galliano is one of greatest / the greatest
designers in the British fashion industry.
I think Emma is most talented / more talented
than Owen.
I think Josh is most talented / more talented
than John.
The price in the US is lower / the lower than in
the UK.
The quality of clothes in the stores is worse /
worst than ever before.


To sell a product successfully, you need to
find a good way to describe it in product
brochures, catalogues, etc…
Market researchers ask consumers for their
opinions because this helps them to design
better products.
Heavy
light
value for money
sporty
stylish
fun
easy to read comfortable to wear
Describe this computer desk. Match the questions 1-7 with
the phrases in bold a-h. (One question has two answers!)
1. What can you use it
for?
2. Who can use it?
3. Where can you use
it?
4. What special
features does it
have?
5. How does it look?
6. What is it made of?
7. Why do you / don’t
you like it?
a. It’s ideal for a small room.
b. It is / isn’t designed for
use in the office or at
home.
c. You can use it for a PC or
laptop.
d. It’s suitable for people of
all ages.
e. It’s got lots of space for
books and papers.
f. It’s very practical, in my
opinion.
g. It looks stylish.
h. It’s made of good quality
wood.
1.
2.
Listen to three people
giving their opinions
about the desk in the
picture. Do they all
like it?
Listen again. How
does each customer
describe the desk?
Choose from the list in
the box at the right.
1. What can you use it
for?
2. Who can use it?
3. Where can you use
it?
4. What special
features does it
have?
5. How does it look?
6. What is it made of?
7. Why do you / don’t
you like it?


Work in pairs. You are going to describe a
product to each other. Do you like this product
or not?
You will then describe the product to your
classmates, without telling them what the
product is. They will need to guess.
PRODUCT
USE(S)
FEATURES
LOOKS
TARGET
CUSTOMERS
Dilemma & Decision: Volkswagen Bugs
Access this article at: www.yolandamathews.com
Click on Spring, 2013 Class Lists,
then Global Business, then Dilemma & Decision Articles
You may also access the a sample MEMO on my website under Sample Business Reports,
then Letters


Write a MEMO to the senior management of
Volkswagen and recommend one product idea.
This time, choose a DIFFERENT consumer group
than the one you choose in class.
Use the sample memo on my website as a
reference (It can be found under business
reports).