English

made in europe

BRAND

1. Starting Up


List some of your favorite brands. Then answer these questions.

1. Are they international or national brands?
2. What image and qualities does each one have? Use the following words and phrases to help you.


value for money luxurious timeless well-made
to of he range durable inexpensive cool
reliable stylish fashionable sexy


2. Reading



Read the article and answer these questions.
a. Which brands are mentioned? Do you know which country each from?
b. Which companies make all of their products in their own country?


Made in Europe
Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classic example. Over the five years, it has lifted all its gross margins by manufacturing solely I low –cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and out sources all its products. Burberry has many Asian licensing arrangements. In 2000 it decided to renew Sanyo’s Japanese license for ten years. This means that almost half of Burberry’s sales at retail value will continue to be produced under license in Asia. At the same time however, Japanese consumers prefer the group’s European-made products.
Sanyo is now reacting to this demand for a snob alternative to the Burberry products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza, where it sells Burberry products imported from Europe.
15In interviews with the FT, many executives say the top luxury brands will continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says: “The Asian Consumer really does believe-whether it’s true or not – that luxury comes from Europe and must be made there to be the best.”
20Serge Weinmberg, Chief Executive of Pinault Printemps Redoute, which controls Gucci’s production offshore. Yet some in industry recognize that change may be round the corner even for the super-luxury brands. Patrizio Bartelli, Chief of Prada, says: “The ‘Made in Italy’ label is important but what we are really offering is a style, and style is an expression of culture.” He therefore recognizes that quality fashion items may not always need to be produced in Italy.
25Amitava Chattopadhyay, Professor of Marketing at Insead, the business school, says: “A brand is a set of associations in cardinal sin and no brand manager will want to get the balance between manufacturing location and the brand image wrong.”

Adapted from the Financial Times
By Jo Johnson, Fred Kapner and Richard Mcregor

Questions
Which of these statements are true? Correct the false ones.
1. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.
2. Sanyo’s store in Tokyo sells Burberry products made only in Asia.
3. Gucci is planning to outsource some of its products.
4. Patrizia Betelli believes that luxury fashion products should always be made in Europe
5. Amitave Chattopadhyay says that companies need to pay careful attention to where they manufacture their products.


2. Vocabulary




Match these word partnerships to their meanings.


loyalty
image
stretching
awareness
name


a) the name giving to a product by the company that makes it
b) using an existing name on another type of product
c) the ideas and beliefs people have about a brand
d) the tendency to always buy a particular brand
e) how familiar people are with a brand



3. Language Review



Simple Present
and Present Continuous

Simple Present
Present Continuous/Progressive
1. Expresses repeated action (includes the past, present and future)
The earth revolves around the sun (general truth).
I go there very often.


2. Expresses non-action (state or condition)
He seems tired.
She loves her children.
Coach outsources all its products.
Does Burberry outsource its products?

3. expresses future action (especially with verbs of arriving and departing)
We leave tomorrow.
The ship sails newt week.

1. expresses one action in the present:
a. of short duration
He is studying the lesson.
He’s writing a letter.
We are testing a new brand at the moment.

b. of long duration
He is giving a lecture tomorrow.
The ship is sailing next week.

2. expresses future action
He is studying English.
He’s writing a book.

3. expresses the beginning, progression or end of an action.
It is beginning to snow.



Exercises
A. Which of the time expressions below do we usually use with the present simple? Which of the time expressions do we usually use with the present continuous? Which are used with both?


usually this year every day now
often nowadays once a month currently
at the moment these days




B. Supply the simple present or the present progressive form of the verb. In a few sentences either form may be used.
Example :
a. The milk (taste) _______tastes_______sour
b. She (taste) _____ is tasting_____ the soup to see if it needs more salt.

1. The play (begin) ________________________ now.
2. She (try) _________________ to finish her work early today.
3. I (hope ) ___________ to see you again.
4. We (plan) ________________ to buy a house soon.
5. The sun (rise) __________ in the east and (set) _____ in the west.
6. I sometimes ( forget) _______to take my key when I (leave) ______ the house.

7. Sanyo (react- now)__________________ to demand.





C. Complete these sentences with the present simple or present continuous forms of the verb in the brackets.

1. a) This year we ________ (try) to develop a brand with personality.
b) We usually _________ (develop) brands that say something.

2. a) Powerful brand names __________ (create) strong consumer loyalty.
b) At the Moment we __________ (look) for a new brand name that suggest something about the product’s benefits and qualities.

3. a) The Marketing department always _________ (keep) within it’s budget.
b) Because the company made a loss last year, the marketing department _________(try) to reduce costs.



References

Cotton, David, David Falvey and Simon Kent. Market Leader, Intermediate Business English Course Book, New Edition, England: Person Longman, 2005, pp 6-9.

Frank, Marcella. Modern English: Exercises for non-native speakers, Part 1 Part of Speech, New Jersey: Prentice-Hall, 1972, pp 48-49.

posted by nafant @ 6:51 AM