English Unlimited HTL 4/5, Schulbuch mit Audio-CD und CD-ROM

127 From design to brands 10 LANGUAGE SKILLS EXPLORE EXTRAS Three people say what words they associate with three international brands. Look at A–C. What kind of product are they? What brands do you think they are? Listen to check. Which words in the clouds are nouns? Which are adjectives? Listen again. Write two more words or expressions each speaker uses. Which are about:   the product?    lifestyle? Think of a well-known brand (nationally or internationally). Make a list of words associated with it, like those in 15a. a LanguagE fOCuS 15 Image and qualities TCD  3/07    b c d a 16 Work in groups of four. Decide on a well-known service or product and research the following on the internet:   its function and design   the image and qualities it presents to encourage customers   the logo and slogan used to advertise it Present your service or product in class. Each group should talk for about three minutes. a SPEaKIng 18 b Read out your list. Can other people guess the brand? Match company slogans 1–8 with qualities a–h. There may be more than one possible answer. b 17 Brand images sport  trendy ambition  comfort fashionable  keeping fit fast  dynamic fun  speedy  retro good design  small success innovative reliability  perfection sound quality A B C How companies name new products You are going to read an article about how companies name new products. Which of the following statements do you think are true (T), which are false (F)? T F 1 Product names are always created by the developers of the products. 2 Researching the meaning of a name in the languages of the marketing area is essential to avoid embarrassing misunderstandings. 3 A product name describing the purpose of the product helps to reinforce its benefits with the customers. 4 An arbitrary name that doesn’t mean anything specific cannot easily be turned into a brand name. a REadIng 19 a trust b availability c interest d creativity e originality f technological g ambition / success h contact 1 Keeping you in touch. 2 Solutions for our world. 3 Possible is everything. 4 We guarantee. 5 A newspaper, not an old paper. 6 Inspired by ideas. 7 Be different. 8 It’s here, wherever you are. Nur zu Prüfzwecken – Eigentum des Verlags öbv