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BUSINESS ENGLISH · BUSINESS VOCABULARY · INTERMEDIATE (B1-B2)

BRANDING

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1 Warm-up
When you buy a product, do you buy a particular brand?

2 Brand names
Work in pairs or small groups. What do you think about the brands below? Do you have positive or
negative thoughts?

1. Amazon 5. Google
2. Skype
6. Apple
3. Microsoft
4. Volkswagen 7. Facebook

3 Key branding terms

Complete the definitions with the correct words below.

awareness economy identity image

loyalty positioning premium
1. brand : a customer’s ability to recognise a brand and connect it to its products
2. brand : a customer’s real view of a brand
3. brand : what a company wants a customer to think about a brand
4. brand : a customer’s habit of always buying the same product
5. brand : how a product is marketed compared to similar products offered by other
companies
6. an brand: a brand known for low prices
7. a brand: a brand known for good quality and high prices

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INTERMEDIATE (B1-B2)

BRANDING

4 Building a brand

Match the advice for building a brand to the statements below.

1. Decide on your brand’s target audience.

2. Define your brand’s mission statement.
3. Research brands in the same industry niche.
4. Outline the key benefits and qualities your brand will offer.
5. Create a brand logo and tagline.
6. Form your brand voice.
7. Integrate your brand into every part of the business.

a. Figure out what your consumers’ lifestyles and behaviours are like. The key is about being specific.
b. Find out what your competitors are doing but don’t try to copy them exactly. You need to make
your brand stand out.
c. Hire a professional agency to create something original and memorable to represent your brand.
d. Think about what value you can provide to improve customers’ lives.
e. You need to decide how you will communicate with customers. This will determine how they will
respond to you.
f. Your brand needs an aim that reflects everything from its logo to its personality.
g. Your brand should be visible and be reflected in everything that your customers see, hear and read.

Now, look at the underlined words in the exercise. Use them to complete the sentences below.

1. Part of the brand’s success is its memorable .

2. The company has managed to find its in a very competitive market.
3. The company’s is clear. They want to be the future of software design.
4. Your will show your brand’s personality.
5. The company clearly knows that their is young adults.

5 Discussion

Answer the questions below in pairs or small groups.

1. Do you have a favourite brand? What is it?

2. What brands do you think have good adverts?
3. Do you think buying brands is a waste of money? Why or why not?

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BRANDING

6 Case study: Nike

Audio Listen to the audio about the brand Nike. Fill in the gaps in the table below.

Nike

Year founded 25th of January 1964

Amount the Nike logo was bought 1.

for

Money made in first year of 2.

business

Money made in 1965 3.

Revenue in 2017 $36 billion

Money spent on advertising in 4.

2017

Now, listen to the audio again and answer the questions below.

1. What was the name of the company before it was Nike?

2. What is the company’s growth each year?
3. Apart from celebrities, what other group of people does Nike use in its adverts?
4. What did the company spend money on before its competitors?
5. What do Nike’s adverts try to inspire their consumers to do?
6. What other brand does Nike own?

7 Practice

Work in pairs or small groups. You are going to create a new brand of chocolate bar. You will need to
think about the things below.

1. The name
2. The price
3. The tagline
4. What it will look like
5. Who your target audience is
6. Your brand identity

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BRANDING

Transcripts

6. Case study: Nike

Everyone recognizes the famous "swoosh" logo, visible on all Nike products. It was designed by
Carolyn Davidson, a graphic design student and bought for the price of $35. Years later, the company
is now worth billions of dollars. Nike was first known as Blue Ribbon Sports (BRS), and was founded
by University of Oregon track athlete Phil Knight and his coach, Bill Bowman, on January 25th,
1964. They sold 1,300 pairs of shoes during their first year of business operating as a distributor for
a Japanese company. They made $8,000. By 1965 they had a full-time employee and sales reached
$20,000. Nike is now the world’s leading sporting goods brand. In 2017 its revenue was $36 billion
and each year growth is around 5-6%. So what makes Nike so successful as a brand? Many experts
think that it’s all in the marketing. In 2017 the company spent $3.34 billion on marketing. Nike
often promotes their products using celebrities as well as professional and college athletes with
sponsorship deals. The company also invested in marketing much earlier than their competitors.
Nike sells a lifestyle, focusing on the "emotional benefits" of their products for the consumer. Their
advertisements often don’t mention their products, but are aimed at inspiring the consumer to live
healthier and find their own "greatness". Their slogan - "just do it" - is simple, effective, and can be
understood by everyone. Nike is constantly trying innovative things with their products. They made
shoes lighter and stronger, and replaced foam with air bags. They also developed a shoe that has
laces that tie themselves automatically when you put your foot in the heel. Nike has a large variety of
products across different sports. In addition to clothing and sports equipment, they also sell watches,
apps, backpacks and many other items. Nike also owns several other brands, like Converse. As they
offer more products to more people in more markets, they’re able to capture a far greater market
share. Nike launched their website in 1999, seven years before Adidas started theirs. They were
also one of the first companies to use social media.

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TEACHER MATERIALS · INTERMEDIATE (B1-B2)

BRANDING

Key

1. Warm-up

Encourage a short discussion.

2. Brand names

Monitor the activity and make a note of any useful vocabulary or common mistakes.

3. Key branding terms

1. awareness 2. image 3. identity 4. loyalty

5. positioning 6. economy 7. premium

4. Building a brand

Visible means able to be seen - so the logo on products should be easy to see

1. a 2. f 3. b 4. d 5. c 6. e 7. g

1. tag line 2. niche 3. mission statement

4. brand voice 5. target audience

5. Discussion

Make a note of useful vocabulary and typical errors while you monitor the activity.

6. Case study: Nike

Play the audio file once for students to fill in the table or use your mobile device to scan the QR code if you prefer
this option. (Make sure you have installed a QR code reader app and can access the internet on your device). Play
it again for students to answer the questions.
Answers: 1. $35 2. $8,000 3. $20,000 4. $3.34 billion
1. Blue Ribbon Sports 2. 5-6% 3. Professional and college athletes 4. Marketing 5. Live healthier and find their
own "greatness" 6. Converse

7. Practice

Monitor the activity and help students where necessary.

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