'Truly great brands are more than just labels for products' Tony O'Reily,Irish entrepreneur

A) List some of your favourite brands. Then answer the questions.Are they international or national brands?

What image and qualities does each one have? Use the following words to help you

value for money

luxurious

timeless

reliable

top of the range

durable

inexpensive

fashionable

well-made

cool

sexy

innovative

Why do people buy brands?

Why do you think some people dislike brands?

How loyal are you to the brands you have chosen?For example, when you buy jeans,do you always buy Levi's?

B) American by birth Rebel by choice

1.Which adjective from the ones mentioned above would you use to describe this product?

2.How do you think 'American by birth Rebel by choice' is related to the products' brand?

3.What does the company want to transmit to their customers with it?

4.What kind of customers are their products aimed at?

5.Could you guess which is the company?

C) Listen to this short documentary and answer the questions. (Up to min2.24)

1.What do Harley Davidson's consumers think of the brand?

2.When did their founders start making motorbikes?

3.When did they found their company?

4.Where is Harley Davidson motor company located/based?

5.What does the company produce?

6.What happened during the 1st and 2nd world war?

7.What helped the company to establish a global brand?

8.What happened in the 70's?What did the company decided by that time?

9.What were annual sales from 1992 to 2007?

Listen to the last part of the documentary and fill in the blanks.For question f) mark T/F.a)But Harley Davidsons are a ___________product.Many cost __________dollars.

b)Harley Davidson cut__________at the beginning of_____________.

c)It has also needed a __________loan from________________.

d)In addition,Harley Davidson announced to cut__________ __________ in 2009 and is also reducing the number of bikes produced by________.

e)For future growth,Harley Davidson is promoting the Harley Davidson experience to_____________.

f)The Harley Davidson stereyope is now also aimed at only rich middle aged rich men. T/F

g)Many young people nowadays prefer__________________.

Student:Cecilia TerraTeacher:Irene Zabiela