18.1.2017.
BRANDS
ENGLISH I
Ivana Jurković, lecturer
OVERVIEW
BRANDS & PRODUCTS
- brand types
- describing products
- vocabulary
- definitions
- synonyms
- antonyms
- life cycle of a new brand / product
- vocabulary
- definitions
- word formation (verb à noun)
- reading – Message machine creates a buzz
1
18.1.2017.
PRODUCTS
“It is not the employer who pays wages; he only
handles the money. It is the product that pays
wages.”
- Henry Ford, American industrialist -
2
18.1.2017.
1 - DESCRIBING BRANDS & PRODUCTS
Attractive
¢ Economical
¢ Expensive
¢ Fashionable
¢ Reliable
¢ Practical
¢ Useful
¢ High-quality
¢ Best-selling
¢ Successful
¢
Explain the meaning
of the words
¢ Provide synonyms
¢ Name words with
opposite meanings
¢ Which words can form
antonyms by adding a
prefix (e.g. adequate
# inadequate
¢
ATTRACTIVE
DEFINITION: having qualities
or features which arouse interest
¢ SYNONYMS: appealing, interesting
¢ ANTONYMS: plain-featured, unappealing
¢ ANTONYM FORMED BY ADDING A PREFIX:
unattractive
¢
3
18.1.2017.
ECONOMICAL
DEFINITION: giving good value or return in
relation to the money, time, or effort expended
¢ SYNONYMS: reasonably priced, bargain,
inexpensive
¢ ANTONYMS: wasteful of money / resources
¢ ANTONYM FORMED BY ADDING A PREFIX:
uneconomical
¢
EXPENSIVE
DEFINITION: costing a lot of money
¢ SYNONYMS: costly, high-priced
¢ ANTONYM: cheap
¢ ANTONYM FORMED BY ADDING A PREFIX:
inexpensive
¢
4
18.1.2017.
FASHIONABLE
DEFINITION: characteristic of, influenced by,
or representing a current popular style
¢ SYNONYMS: popular, modern, trendsetting
¢ ANTONYM: old-fashioned
¢ ANTONYM FORMED BY ADDING A PREFIX:
unfashionable
¢
RELIABLE
DEFINITION: consistently good in quality
¢ SYNONYM: dependable
¢ ANTONYM: inconsistent, undependable
¢ ANTONYM FORMED BY ADDING A PREFIX:
unreliable
¢
5
18.1.2017.
PRACTICAL
DEFINITION: suitable for a particular purpose
¢ SYNONYM: functional, useful
¢ ANTONYM: useless
¢ ANTONYM FORMED BY ADDING A PREFIX:
impractical
¢
USEFUL
DEFINITION: able to be used for
a practical purpose or in several ways
¢ SYNONYM: functional, practical
¢ ANTONYM: useless
¢ ANTONYM FORMED BY ADDING A PREFIX: ¢
6
18.1.2017.
HIGH-QUALITY
DEFINITION: of very good quality
¢ SYNONYM: quality, top quality
¢ ANTONYM: low-quality
¢ ANTONYM FORMED BY ADDING A PREFIX: ¢
BESTSELLING
DEFINITION: selling in greater quantities than
others of same same kind
¢ SYNONYM: top-selling, very successful, very
popular
¢ ANTONYM: unsuccessful, unpopular
¢ ANTONYM FORMED BY ADDING A PREFIX: ¢
7
18.1.2017.
SUCCESSFUL
DEFINITION:
accomplishing a desired aim or result
¢ SYNONYM: famous, eminent
¢ ANTONYM: failed, without success
¢ ANTONYM FORMED BY ADDING A PREFIX:
unsuccessful
¢
2 - LIFE CYCLE OF A NEW PRODUCT (1)
8
18.1.2017.
LIFE CYCLE OF A NEW PRODUCT (2)
1.
2.
3.
4.
5.
6.
7.
8.
DESIGN
TEST
MODIFY
MANUFACTURE
PROMOTE
LAUNCH
DISTRIBUTE
DISCONTINUE
à Write down the corresponding nouns
WORD FORMATION
VERB
DESIGN
TEST
MODIFY
NOUN
DESIGN
TEST
MODIFICATION
MANUFACTURE
MANUFACTURING,
MANUFACTURER
PROMOTION
LAUNCH,
LAUNCHING
DISTRIBUTION
DISCONTINUATION
PROMOTE
LAUNCH
DISTRIBUTE
DISCONTINUE
9
18.1.2017.
3 – SUCCESSFUL BRANDS (1)
Which brands do you consider as being
successful?
¢ What is meant by “successful” in the context of
brands and products?
¢ What makes a brand successful?
¢
3 – SUCCESSFUL BRANDS (2)
BRAND SUCCESS FACTORS:
¢
¢
¢
¢
¢
¢
¢
¢
¢
¢
Quality
Special features
Innovation
Market presence
Price
Value-for-money
Number of sold items (quantity)
Availability
Lack of competiton
...
10
18.1.2017.
4 – READING - MESSAGE MACHINE
CREATES A BUZZ (1)
¢
¢
What does the title of the text mean (to create a
buzz)?
Read the text and prepare a short summary.
The text is about...
¢ In the text we can find the information
about...
¢
3 – READING - MESSAGE MACHINE
CREATES A BUZZ (2)
¢
Group work:
— Check out the underlined words / phrases in
the text and discuss their meaning (definition,
synonyms)
— Do the exercises that follow.
11
18.1.2017.
EXAM PREPARATION (ORAL)
Which adjectives may be used for describing
products? Can you name examples of products
that may be described as fashionable / attractive /
high-quality...?
¢ Which products would you describe as being
successful? Can you name examples?
¢ What do you know about “BlackBerry” devices?
How have these devices developed over the
years? Which features are important for you in
the selection of your mobile phone / smartphone?
¢
SOURCES
Oxford dictionaries online:
http://www.oxforddictionaries.com/
¢ Cotton D., Falvey D., Kent S., Market Leader,
Pre-intermediate business English, Course book,
Longman
¢
12