English
Unit 1: brands
Vocabulary
associate mede (bijv. naamw.), verbinden
bankruptcy faillissement, failliet
branch office filiaal
brand image merkimago
downmarket goedkope markt
fake vals, namaak, imiteren
focus group focus groep; groep van mensen die bevraagd wordt in een gecontroleerde
setting, zijn representatief voor een grotere groep
generate generen, tot stand brengen
global globaal, wereldwijd
income inkomsten, opbrengst, vergoeding
invest investeren
launch laceren
logo logo
lose verliezen
loyal loyaal, trouw
market markt
marketing marketing, commercialisering
meet ontmoeten, afspreken
market share marktaandeel
product product
promote promoten
protect beschermen
recruit rekruteren, aanwerven, in dienst nemen
sale verkoop, afzet, uitverkoop, omzet,
segment segment, deel
shareholder aandeelhouder
sponsor sponsor
strengthen verstevigen, consolideren
supply chain leveringsketen
survey rapport, verslag
target doel
unique selling point de usp beschrijft de unieke eigenschappen van een product of dienst,
onderscheidt zich hiermee van andere producten of diensten in de branche; =
unique selling proposition
upmarket dure markt
value waarde
1
,volume volume, inhoud
warehouse magazijn, depot, loods
Brand management
Brand
loyalty the tendency to always buy a particular brand
image the ideas and beliefs people have about a brand
stretching using an existing name on another type of product
awareness how familiar people are with a brand (or its logo and slogan)
name the title given to a product by the company th”at makes it
Product
launch the introduction of a product to the market
lifecycle the length of time people continue to buy a product
range the set of products made by a company
placement when products are used in films or tv programmes
endorsement the use of a well-known person to advertise products
Market
leader the best-selling product or brand in a market
research information about what consumers want or need
share the percentage of sales a company has
challenger the second best-selling product or brand in a market
segment customers of a similar age, income level or social group
Skills: taking part in meetings
AKSING FOR OPINIONS GIVING OPINIONS AGREEING
How do you feel about that? I think / I don’t think that’s a good idea. That’s true.
What do you think? In my opinion, we need new products. I agree.
What’s your view? Absolutely.
Exactly.
I think so, too.
DISAGREEING MAKING SUGGESTIONS
I see/know what you mean, but I think there’s a I think we should reduce our prices.
problem. How about a special promotion?
I’m not sure. Why don’t we talk to the big stores?
Maybe, but that’s not enough. Maybe / perhaps we could offer
incentives.
2
, Reading: building luxury brands
Text
Sydney Toledano is one of the longest-serving chief executives in the luxury industry. As the industry
goes global, he must balance the demands of shareholders and the values of a historic label, the
need for exclusivity and the need for expansion. He regularly communicates with his demanding
boss, Bernard Ammans, main shareholder of Christian Dior and a number of creative types, including
Dior's clothes designer Victoire de Castellane. "The best advice I've ever got was that, when times are
bad, you need to get out of the office; when things are good, you can spend time on the
organisation," says Mr Toledano, who travels almost every week to one of Dior's 224 stores round
the world. "You have to look for newness, look for what is happening next. Forget the calculator.
Understand the people from different countries and what they want." It was by spending time in
China in the 1980s, for example, when he worked at the French leather goods house Lancel, that Mr
Toledano first realised China would one day be prime territory for luxury. "I've met some factor
owners, and they were working so hard but then they would bring you to a restaurant and it was
clear they wanted to enjoy life," he says. " And I thought one day these people are going to have
money and they are going to spend it." A few years later, Bernard Ammans contacted him. " The
interview took 15 minutes. He knew exactly what he wanted," says Mr Toledano. "To take a small
cuture house he had bought out of bankruptcy and build it into the biggest luxury group in the
world." Mr Ammans has used Dior to create the world's largest luxury group. "Christian Dior can
double in five years," he says. "There may be difficult times coming, but if you look at the Middle
East, China, even Europe, I believe there is growth coming, and we have to develop our network and
perfect our supply chain." The next wave of luxury buyers is now in the new territories of the Middle
East, Russia, Hong Kong and South Korea. Mr Toledano believes not only that a brand should go to its
customers but that it should anticipate their needs and invest early in markets that may not show
real growth for up to six years.
Grammar
Present simple
We use the present simple to give factual information, for example about company activities.
Christian Dior Couture makes luxury, ready-to-wear fashion.
We use the present simple to talk about routine activities or habits.
Toledano travels every week to one of Dior’s 224 stores.
Expressions: usually, often, these days, every day, once a month
Present continuous
We use the present continuous to talk about ongoing situations and projects.
Fashion house Christian Dior is now selling baby bottles.
We use the present continuous to talk about temporary situations.
Dior is currently looking to recruit a marketing director for the UK and Ireland.
Expressions: at the moment, this year, nowadays, now, currently
3
Unit 1: brands
Vocabulary
associate mede (bijv. naamw.), verbinden
bankruptcy faillissement, failliet
branch office filiaal
brand image merkimago
downmarket goedkope markt
fake vals, namaak, imiteren
focus group focus groep; groep van mensen die bevraagd wordt in een gecontroleerde
setting, zijn representatief voor een grotere groep
generate generen, tot stand brengen
global globaal, wereldwijd
income inkomsten, opbrengst, vergoeding
invest investeren
launch laceren
logo logo
lose verliezen
loyal loyaal, trouw
market markt
marketing marketing, commercialisering
meet ontmoeten, afspreken
market share marktaandeel
product product
promote promoten
protect beschermen
recruit rekruteren, aanwerven, in dienst nemen
sale verkoop, afzet, uitverkoop, omzet,
segment segment, deel
shareholder aandeelhouder
sponsor sponsor
strengthen verstevigen, consolideren
supply chain leveringsketen
survey rapport, verslag
target doel
unique selling point de usp beschrijft de unieke eigenschappen van een product of dienst,
onderscheidt zich hiermee van andere producten of diensten in de branche; =
unique selling proposition
upmarket dure markt
value waarde
1
,volume volume, inhoud
warehouse magazijn, depot, loods
Brand management
Brand
loyalty the tendency to always buy a particular brand
image the ideas and beliefs people have about a brand
stretching using an existing name on another type of product
awareness how familiar people are with a brand (or its logo and slogan)
name the title given to a product by the company th”at makes it
Product
launch the introduction of a product to the market
lifecycle the length of time people continue to buy a product
range the set of products made by a company
placement when products are used in films or tv programmes
endorsement the use of a well-known person to advertise products
Market
leader the best-selling product or brand in a market
research information about what consumers want or need
share the percentage of sales a company has
challenger the second best-selling product or brand in a market
segment customers of a similar age, income level or social group
Skills: taking part in meetings
AKSING FOR OPINIONS GIVING OPINIONS AGREEING
How do you feel about that? I think / I don’t think that’s a good idea. That’s true.
What do you think? In my opinion, we need new products. I agree.
What’s your view? Absolutely.
Exactly.
I think so, too.
DISAGREEING MAKING SUGGESTIONS
I see/know what you mean, but I think there’s a I think we should reduce our prices.
problem. How about a special promotion?
I’m not sure. Why don’t we talk to the big stores?
Maybe, but that’s not enough. Maybe / perhaps we could offer
incentives.
2
, Reading: building luxury brands
Text
Sydney Toledano is one of the longest-serving chief executives in the luxury industry. As the industry
goes global, he must balance the demands of shareholders and the values of a historic label, the
need for exclusivity and the need for expansion. He regularly communicates with his demanding
boss, Bernard Ammans, main shareholder of Christian Dior and a number of creative types, including
Dior's clothes designer Victoire de Castellane. "The best advice I've ever got was that, when times are
bad, you need to get out of the office; when things are good, you can spend time on the
organisation," says Mr Toledano, who travels almost every week to one of Dior's 224 stores round
the world. "You have to look for newness, look for what is happening next. Forget the calculator.
Understand the people from different countries and what they want." It was by spending time in
China in the 1980s, for example, when he worked at the French leather goods house Lancel, that Mr
Toledano first realised China would one day be prime territory for luxury. "I've met some factor
owners, and they were working so hard but then they would bring you to a restaurant and it was
clear they wanted to enjoy life," he says. " And I thought one day these people are going to have
money and they are going to spend it." A few years later, Bernard Ammans contacted him. " The
interview took 15 minutes. He knew exactly what he wanted," says Mr Toledano. "To take a small
cuture house he had bought out of bankruptcy and build it into the biggest luxury group in the
world." Mr Ammans has used Dior to create the world's largest luxury group. "Christian Dior can
double in five years," he says. "There may be difficult times coming, but if you look at the Middle
East, China, even Europe, I believe there is growth coming, and we have to develop our network and
perfect our supply chain." The next wave of luxury buyers is now in the new territories of the Middle
East, Russia, Hong Kong and South Korea. Mr Toledano believes not only that a brand should go to its
customers but that it should anticipate their needs and invest early in markets that may not show
real growth for up to six years.
Grammar
Present simple
We use the present simple to give factual information, for example about company activities.
Christian Dior Couture makes luxury, ready-to-wear fashion.
We use the present simple to talk about routine activities or habits.
Toledano travels every week to one of Dior’s 224 stores.
Expressions: usually, often, these days, every day, once a month
Present continuous
We use the present continuous to talk about ongoing situations and projects.
Fashion house Christian Dior is now selling baby bottles.
We use the present continuous to talk about temporary situations.
Dior is currently looking to recruit a marketing director for the UK and Ireland.
Expressions: at the moment, this year, nowadays, now, currently
3
