brands and values Tài liệu Anh văn chuyên ngành thương mại

Lesson 3 Brands Values Lesson Objectives § To read understand articles about brands values; § T o u n d e r s t a n d a b o u t sponsorship; § To know how to ask for and give explanations; § To.Lesson 3 Brands Values Lesson Objectives § To read understand articles about brands values; § T o u n d e r s t a n d a b o u t sponsorship; § To know how to ask for and give explanations; § To.

Lesson 3 Brands & Values

Lesson Objectives:

§   To read & understand articles about brands & values;

§  T o u n d e r s t a n d a b o u t sponsorship;

§   To know how to ask for and give explanations;

§   To research about the ethics of large multinational company

Brands &

Values

WARM UP

Brands & Values

00

Guessing company name of following logos/ products:

CORE VALUE

250+

Best Core Values:

Examples

for 12 Industries

REEBOK “Passion for winning, do the extraordinary, influence lifestyle trends, innovation, integrity, excellence” YAHOO “Excellence, innovation, commitment to the customer; teamwork, community, fun” MICROSOFT “Integrity and honesty, passionate about people and technology, open and respectful, willing to take on big challenges” COCA COLA “Leadership, passion, integrity “be real”, accountability, collaboration, innovation, quality” BODY SHOP “Opposition to animal testing, community trade, human rights, protection of the planet” BRITISH AIRWAY “Understanding, focused, cost-aware, trustworthy, supportive,

listening, safety-conscious, value for money”

CORE VALUE

CORE VALUE

Think about the “Core Value” we have just mentioned What are the core value of your company?

Choose 3 hashtags and explain

-   To answer the question]

[lecturer guides student Scan & Skim skills]

1- A brand is a collection of images and ideas that represents a business When we see a logo, slogan, or design and we know immediately what the product is, then the branding is successful We instantly associate the product with ideas such as quality, reliability, or performance

2- Branding differentiates your product and it creates “brand loyalty”, which is its financial value

3- Companies have to identify the qualities associated with their product They find a name linked to the identify and design a logo and slogan Packaging is extremely important for communicating brand identity and they must create a marketing strategy and advertisements

4- In many cases a brand is the same as a manufacturer, for example Gap or L’Oreal In other cases the brand is the name of a product e.g Crest – not a manufacturer The first case allows the company to promote different products Some companies, such as Coca Cola or McDonald’s, have an international brand, build up over many years Their message is the same for every product and in every market around the world

of six words, and easy to understand Companies should aim at building a relationship with the public, and speak to consumer as individuals The brand message must be in harmony with the product, so consumers have the experience promised by the message

03.1 READING

Read the article and match the questions with the paragraphs

03.2 READING

Work in pairs Read the article again and discuss the questions

• Brand l o yalty /brænd ˈlɔɪəlti/;

• Brand recogn i tion /brænd ˌrekəɡˈnɪʃn/;

• L o go /ˈləʊɡəʊ/;

• Sl o gan /ˈsləʊɡən/;

Guidance for final project – Task 4

Homework [Day 1]

Review 1

Vocabulary Reading

Reading part Reading out loud at home & checking pronunciation

Complete Final project -

task 4

Brands & Values

Day 2

Brands & Values

(cont.)

WARM UP

Brands & Values

00

Write the names of a brand that you associate with the following:

Work in pair

Choose some brands, and share:

What is your idea and think of images and words you associate with selected

brands?

Brands & Values

02.

1 st times: to listen the whole file

[2 nd times: listen again and check]

02.1 LISTENING

1 2 4

02.2 LISTENING

02.3 LISTENING

Explanations and reasons

02.4 LISTENING

Explanations and reasons 1 2 6

02.2 READING & Answering

03.3 READING

Read the article again and discuss the bellowed parts:

Homework [Day 2]

Review 1

Listening part

Reading part Ideas for discussing &

class activities for lesson project next week [Project – Page 43] Brands & Values

Day 3

Brands & Values

(cont.)

WARM UP

Brands & Values

00

Talking about Ethical

1.  What do you do in your daily life to help the environment?

you start doing?

Talking

about

Ethical

LESSON PROJECTS

04

Talking

about

Ethical

TIME FOR REVIEW

Check your

The ethics

of a large multinational company

+ Nike

Values

REVIEW

for middle-test

+ + +

Voca Listening Reading Project

Working Abroad &

Travelling

Thanks

!!!