Unit 8

S/B
1.brand awareness-the degree to which people are familiar with.
2.engage-to employ someone
3.brand extension-the process of using an exciting brand name to introduce new products or services.
4.overexposure-the fact of being affected by something because of being in a particular situation for
too long.
5.brand image- features that customers connect in their minds with a particular brand or product.
6.convey-to express a thought or idea so that it is understood by other people
7.counterfeit products-fake or unauthorized replicas of the real product
8.endorse-to state that you approve or support someone or something.
9.too diverse- very different from each other
10.policy-a set of ideas or a plan of what to do un particular situations
11.detract from something-to make something seem less valuable
12.essence-the basic of something
13. Count among-to include someone or something in a particular group or category
14.distinct-recognizably different from something else of a similar type
15.revenue-income
16.revival-the process of becoming more active again
17.conjure sth up- to make a picture or idea appear in someone’s mind
18.purveyor-a business that provides goods or services
19.conglomerate-a very large business organization consisting of several companies
20.promote-to encourage people to buy something
21.judiciously-in a way that shows reason and good judgment in making decisions
22.staid-boring and slightly old-fashioned
23.visionary-a person who has the ability to imagine how something will develop in future
24.accumulate-to gradually increase in amount
25.accolade-praise and approval
26.elaborate-to add more information or explain something that you have said
28.streamline-to make a business simpler and more effective by reducing costs,the number of people
involved e.t.c.
29.revamp-to change something to make it more modern and efficient
30.cite-to mention something because it proves an idea
31.confectioner-a company or person that makes or sells sweets or chocolate
32.ultimately-finally
33.eliminate-to remove or to take away someone or something
34.appeal to-to be interesting or attractive to someone
35.surrealist-someone who produces type of 20th century art or literature in which unusual or
impossible things are shown happening
36.cavity-a hole in a tooth
 W/B
1.outsourcing-a situation in which a company employs another organization to do some of its work
2.be reliant on-to need or depend on something or someone in order to be able to do something

3.dire-very serious or extreme

4.mass market-a market of as many people as possible,not just people a lot of money or particular
needs or inerests.
5.dwindling-gradually becoming smaller in size on amount,or fewer in number
6.garment-a piee of clothing
7.losses-when you no longer have something or not tight,free clothes.
8.duty-free- goods that you can buy without paying the tax.often sold in airports,on planes, e.t.c.
9.parted-separated
10.persistent-lasting for a long time or difficult to get rid of
11.rag-clothes that are old and torn
12.sustain-to make or allow something to continue for a period of time
13.labour-practical work,especially involving physical effort
14.devastating-causing a lot of damge or destruction
15.upmarket- productes and services that are of a high quality compared to others
16.grim-without hope, not good,having no chance of a good result

Unit 8
Textbook:
To distinguish - to tell apart; differentiate
Brand identity - The visible elements of a brand, such as colour design, and logo.
Global brands - the name of a product or service that is known and sold in all parts of the world by a
particular company.
Boundary- obstacle; a line that marks the limits of an area; a dividing line.
Reputation – the opinion that people, in general, have about someone or something, or how much
respect or admiration someone or something receives based on past behaviour or character.
Brand awareness- knowledge of the name of a company and the product it sells.
To establish-to start a company or organization that will continue for a long time.
Brand manager-the person in a company who is responsible for developing and marketing a particular
brand or group of products.
Brand asset manager – a person who makes sure his or her brand is always represented correctly. That
person also makes sure their organization has all the right images, dimensions and uses of their brand
for every channel and every piece of material and every internal memo.
Brand extension- a brand extension is when a company uses one of its established brand names on a
new product or new product category.
Luxury bands- Brands products of which have a high price, superior quality, aesthetics, rarity,
extraordinariness and a high degree of non-functional associations.
Overexposure- excessive media coverage, especially to the point that people lose interest.
Brand image- the general impression of a product held by a real or potential customer.
Retailers- a person or business that sells goods to the public in relatively small quantities for use or
consumption rather than for resale
Detract- diminish the worth or value of (a quality or achievement)
Essence- the basic or most important idea or quality of something.
Exclusivity-the right to have or do something that is limited to only one person or organization.
Dozen – twelve; a number of
CEO-chief executive officer, the person with the most important position in a company.
Sober- not drunk or affected by alcohol.
Staid- serious, boring and slightly old-fashioned; sober and unexcited
Accolade-praise and approval; prize, award
Purveyor- a business that provides goods or services.
Conglomerate- a company that owns several smaller businesses whose products or services are usually
very different.
Outlet (in this case)- A shop or organization which sells the goods made by a particular manufacturer.
Identifier - a person or thing that identifies someone or something.
Glamorous – Having a glamour. (glamour- an attractive or exciting quality that makes certain people or
things seem appealing.)
Judiciously- With good judgment or sense.
Corporate- relating to a large company or group.
Visionary- thinking about or planning the future with imagination or wisdom.
Accolade- an award or privilege granted as a special honour or as an acknowledgement of merit.
Elaborate- involving many carefully arranged parts or details; detailed and complicated in design and
planning.
Streamline- make (an organization or system) more efficient and effective by employing faster or
simpler working methods.
Revamp- an act of improving the form, structure, or appearance of something; renew
Economic climate-the general condition of the economy in a particular country or in the world
Rocky Economic climate- the bad general condition of the economy in a particular country or in the
world.
Bumpy ride- to have a difficult time.
Cite-to mention something as proof for theory or as a reason why something has happened.