COURSEBOOK, p.72, LISTENING – CORPORATE BRANDS

Complete the sentences with information from the listening exercise:

The two areas in which the manager has been involved in are 1______________  ______________
_____________ and 2________________  _____________. A good corporate and brand image will
3_______________ and 4________________ a company and its products and services from all others. The
price is a 5__________  ____________  __________ in terms of competitors. The brand identity
doesn’t matter in a situation where there are 6_________ _____________. Companies can check the
effectiveness of their corporate brand through a 7 ____________  _________, which means 8
____________  __________   _________  ____________  on everything the company produces. These
should be done every 9 ________or________  _______, ideally. Lots of big conglomerates with a
variety of brands 10 _________  _________  ____________  ___________, while the brands are in the
forefront. People are more likely to remember a 11______________ than a 12_________  ________
_________  _________. When a company is involved in some wrongdoing and their reputation gets
tarnished, it will usually affect the 13__________  __________  _________.


WORKBOOK, p. 34, READING- FASHION BRANDS TODAY

Read the text and answer the following questions:

1.       Why is it very hard today to make money out of exclusive custom-made garments?

2.       Chanel is the only luxury brand these days which is making money. T/F

3.       In what context is Christian Lacroix mentioned?

4.       How is the situation with exclusive clothing reflected in the current number of fashion
houses in Paris?

5.       It is only luxury brands which have been hit by the crisis. Small and medium size
businesses in the fashion industry manage to operate unaffected. T/F

6.       What is the source of the troubles of mass market producers?

7.       Fortunately, the future for upmarket as well as downmarket clothes producers in Europe
looks good. T/F