beltran,cardenas, nuñez, tibaquira - guide 1. brands

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Business English - IntermediateGuide No. 1 Brands

EAN UNIVERSITY

FACULTY STUDIES IN VIRTUAL ENVIRONMENTS

MARKETING

ENGLISH BUSINESS - INTERMEDIATE

GUIDE No. 1 BRANDS

AUTHOR

JIRET ALEJANDRA TIBAQUIRA MURCIA

TUTOR

WILLIAM FERNANDO RODRIGUEZ

BOGOTA, D.C. APRIL !TH OF "1#

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CONTENT

INTRODUCCTION ...............................................................................................1

1. ACTIVIT No. 1 READING AND !I"TENING .................................................2

1.1 #ind #a$ % Branding .....................................................................................2

1.& Autonomous 'or( ......................................................................................... 2

&. ACTIVIT &. VOCABU!AR AND GRA##AR ...............................................2

). ACTIVIT ). "*EA+ING AND 'RITING ........................................................3

).1 Indi,idual 'or( ...............................................................................................3

).& Grou$ 'or( ................................................................................................... 3

. ACTIVIT . *RO ECT /0IR"T "TAGE ........................................................4

.1 'or( Grou$ ................................................................................................... 4

.& Create a timeline 2ith the in3ormation as(ed a4o,e .........................................9

5. BIB!IOGRA*6IC RE0ERENCE" ................................................................10

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Business English- IntermediateGuide No. 1 Brands

INTRODUCCTION

In this unit Guide 1 2e 2ill ha,e a 4etter understanding o3 some to$i7s a4out 4rand;

48 means o3 s(ills o3 listening; 2riting; s$ea(ing; as 2ell as 8our 7olla4orati,e and

team 2or(. T he most outstanding s(ill o3 $ro3essional mar(eters is their a4ilit8 to

7reate; maintain and im$ro,e 4rand to 4e the 4est seller. 'hat ta(es hold and

a$$lied in this guide. Our $arti7i$ation in meetings and manage meetings; ma(e us

im$ro,ed to Identi38 the strategies 7om$anies use to enter into a 3oreign 7ountr8 and

the main Di33i7ulties

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1. ACTIVITY No. 1 READING AND LISTENING

1.1 M$%& M'( ) B*'%&$%+

Image 1. Mind Map - Branding

So * . O2n Ela4oration

1. A /o%o0o Wo*2

To ,ie2 the Autonomous 2or(; $lease enter the 3ollo2ing lin( in

htt$>??intermediantean.4logs$ot.7om.7o?&@1:?@ ?a7ti,it8-1-reading-and-listening.html

. ACTIVITY . VOCABULARY AND GRAMMAR

To ,ie2 the Autonomous 2or(; $lease enter the 3ollo2ing lin( in

2

http://intermediantean.blogspot.com.co/2016/04/activity-1-reading-and-listening.htmlhttp://intermediantean.blogspot.com.co/2016/04/activity-1-reading-and-listening.html


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htt$>??intermediantean.4logs$ot.7om.7o?&@1:?@ ?a7ti,it8-&-,o7a4ular8-and-

grammar.html

3. ACTIVITY 3. SPEAKING AND WRITING

3.1 I%&$4$& '5 Wo*2

To ,ie2 the re7ord $resentation; $lease go to>

htt$s>??,oi7ethread.7om?share? @1 5&?

3. G*o ( Wo*2

To ,ie2 the Grou$ 2or(; $lease enter the 3ollo2ing lin(>

htt$>??intermediantean.4logs$ot.7om.7o?&@1:?@ ?a7ti,it8-)-s$ea(ing-and-2riting.html

Image 2 - Action Minutes.

So * . Ela4oration 3rom A7tion #inutes.

3

http://intermediantean.blogspot.com.co/2016/04/activity-2-vocabulary-and-grammar.htmlhttp://intermediantean.blogspot.com.co/2016/04/activity-2-vocabulary-and-grammar.htmlhttps://voicethread.com/share/7801852/http://intermediantean.blogspot.com.co/2016/04/activity-3-speaking-and-writing.htmlhttp://intermediantean.blogspot.com.co/2016/04/activity-2-vocabulary-and-grammar.htmlhttp://intermediantean.blogspot.com.co/2016/04/activity-2-vocabulary-and-grammar.htmlhttps://voicethread.com/share/7801852/http://intermediantean.blogspot.com.co/2016/04/activity-3-speaking-and-writing.html


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Image 3 - Action Minutes.

So * . Ela4oration 3rom A7tion #inutes.

!. ACTIVITY !. PROJECT 6FIRST STAGE7

!.1 Wo*2 G*o (

To ,ie2 the Grou$ 2or(; $lease enter the 3ollo2ing lin(>

8//(9::$%/ *0 &$'%/ '%.;5o+ (o/. o0. o: "1#:"!:' /$4$/$* /-

/'+ .8/05

M 0; * o> /8 +*o (9

iret Ale andra Ti4a uira #ur7ia; Daniel #auri7io Cardenas 0orero; #oni7a #aria

Ale andra Nu eF Castro;+arina Andrea Beltran *ereF

N'0 o> /8 +*o (9 7hoose an international 7om$an8 /English s$ea(ing7ountr8 that had introdu7ed a $rodu7t or a ser,i7e in Colom4ia.

Co0('%< ;' 2+*o %&

4

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In 1H:); amaha demonstrated its 3o7us on 7utting-edge; te7hnologi7al inno,ations

48 de,elo$ing the Autolu4e "8stem. This landmar( solution 2as a se$arate oil

in e7tion s8stem 3or t2o-stro(e models; eliminating the in7on,enien7e o3 $re-miKing

3uel and oil.

amaha 2as 4uilding a strong re$utation as a su$erior manu3a7turer 2hi7h 2as

re3le7ted in its 3irst $ro e7t 7arried out in the ne2 I2ata; a$an *lant; 4uilt in 1H::.

/The #C head uarters 2as mo,ed to I2ata in 1H &. To8ota and amaha teamed

u$ to $rodu7e the highl8 regarded To8ota &@@@ GT s$orts 7ar. This ,er8 limited

edition ,ehi7le; still admired 3or its $er3orman7e and 7ra3tsmanshi$; 7reated a

sensation among enthusiast in a$an and a4road.

Geni7hi said; JI 4elie,e that the most im$ortant thing 2hen 4uilding a $rodu7t is to

al2a8s (ee$ in mind the stand$oint o3 the $eo$le 2ho 2ill use it.J An eKam$le o3 the

7ommitment to J2al(ing in the 7ustomers shoesJ 2as the mo,e in 1H:: 48 amaha

to 7ontinue its eK$ansion. O,erseas motor787le manu3a7turing 2as esta4lished in

Thailand and #eKi7o. In 1H: ; the glo4aliFation 7ontinued 2ith BraFil and the

Netherlands. 'ith manu3a7turing 4ases; distri4utors and RMD o$erations in a

mar(et; amaha 7ould 4e in,ol,ed in grassroots e33orts to 4uild $rodu7ts that trul8

met the needs o3 ea7h mar(et 48 res$e7ting and ,aluing the distin7t national

sensi4ilities and 7ustoms o3 ea7h 7ountr8. amaha 7ontinues that tradition; toda8.

B8 the late 1H:@s; amaha had ualit8 $rodu7ts that had $ro,en themsel,es in the

glo4al mar(et$la7e 4ased on su$erior $er3orman7e and inno,ation. Distri4ution and

$rodu7t di,ersit8 2ere on the right tra7(. But Geni7hi (ne2 that 4e8ond ualit8;

su77ess 2ould demand more. 6e had this ,ie2 on the $o2er o3 original ideas. JIn the

3uture; a 7om$an8 s 3uture 2ill hinge on ideas o,er and a4o,e ualit8. *rodu7ts that

ha,e no 7hara7ter; nothing uni ue a4out them; 2ill not sell no matter ho2 2ell made

or a33orda4leLand that 2ould s$ell doom 3or an8 7om$an8.J

6e also (ne2 that 3or2ard ,ision; 2al(ing hand in hand 2ith original ideas; 2ould

7reate an o$$ortunit8 3or the 7om$an8 and its 7ustomers that 7ould mean 8ears o3

ha$$iness and memora4le eK$erien7es. Geni7hi said; JIn the 4usiness 2orld toda8;

so man8 $eo$le are o4sessed 2ith 3igures. The8 4e7ome 3iKated on the num4ers o3

the minute and 2ithout them are too a3raid to do an8 real 2or(. But in 3a7t; e,er8


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situation is in 3luK 3rom moment to moment; de,elo$ing 2ith a natural 3lo2. Unless

one reads that 3lo2; it is im$ossi4le to start out in a ne2 3ield o3 4usiness.J

A real-2orld illustration o3 this 4elie3 is the amaha DT-1. The 2orld s 3irst true o33-

road motor787le de4uted in 1H: to 7reate an entirel8 ne2 genre 2e (no2 toda8 as

trail 4i(es. The DT-1 made a huge im$a7t on motor787ling in the U"A 4e7ause it 2as

trul8 dirt 2orth8. amaha de3initel8 Jread the 3lo2J 2hen it $rodu7ed

the &5@77; single 78linder; &-stro(e; Enduro that $ut amaha On?O33-Road

motor787les on the ma$ in the U"A. The DT-1 eKem$li3ied the $o2er o3 original

ideas; 3or2ard ,ision; and ui7( a7tion 7ou$led 2ith (ee$ing in mind the 7ustomers

desires.

In 8ears to 7ome amaha 7ontinued to gro2 /and 7ontinues to this da8 . Di,ersit8

in7reased 2ith the addition o3 $rodu7ts in7luding sno2mo4iles; ra7e (art engines;

generators; s7ooters; ATVs; $ersonal 2ater7ra3t and more.

Geni7hi +a2a(ami set the stage 3or amaha #otor Com$an8 s su77ess 2ith his

,ision and $hiloso$hies. Total honest8 to2ards the 7ustomer and ma(ing $rodu7ts

that hold their o2n ena4les the 7om$an8 that ser,es $eo$le in thirt8-three 7ountries;

to $ro,ide an im$ro,ed li3est8le through eK7e$tional ualit8; high $er3orman7e

$rodu7ts.

Geni7hi +a2a(ami s histor8 2ith amaha 2as long and ri7h. 6e sa2 the ne2

7or$orate head uarters in C8$ress; Cali3ornia and the &5th Anni,ersar8 o3 amaha

4e7ome a realit8 in 1H @. 6e also 2at7hed 4i(e &@ million roll o33 the assem4l8 line

in 1H &. Geni7hi $assed a2a8 on #a8 &5; &@@& 8et his ,ision li,es on through the

$eo$le and $rodu7ts o3 amaha; throughout the 2orld.

!. C* '/ ' /$0 5$% ?$/8 /8 $%>o*0'/$o% ' 2 & ';o4

htt$>??222.ti(i-to(i.7om?timeline?entr8?:)HH5 ? A#A6A?

9

http://www.tiki-toki.com/timeline/entry/639958/YAMAHA/http://www.tiki-toki.com/timeline/entry/639958/YAMAHA/


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@. BIBLIOGRAPHIC REFERENCES

'iliams; . /&@@H . The Basi7 o3 Branding. Entre$reneur. No,?De7 &@@H.

Retrie,ed 3rom>

htt$>??goo.gl?V 1g, .

*a,ing the Road to amaha #otor Cor$otation; retrie,ed 3rom

htt$>??222.8amaha-motor.7om?7or$orate?3oundinghistor8.as$K

amaha Cor$oration 6istor8; retrie,ed 3rom>

htt$>??222.3undinguni,erse.7om?7om$an8-histories?8amaha-7or$oration-histor8?

amaha #otor787le 6istor8. Retrie,ed 3rom>

htt$>??222.motor787le.7om?manu3a7turer?histor8-8amaha-motor787le.html

6istor8 Timeline /U"A Retrie,ed 3rom>

htt$>??222.8amaha-motor.7om?7or$orate?histor8timeline.as$K

#7Donald s 6istor8 Retrie,ed 3rom>

htt$>??222.a4outm7donalds.7om?m7d?our 7om$an8?m7donalds-histor8.html

amaha Dis$la8s C9 "eries o3 Grand *ianos at the &@1) NA## "ho2 Retrie,ed

3rom

htt$>??usa.8amaha.7om?ne2s e,ents?$ianos (e84oard?8amaha dis$la8s 7K

series?images? amaha-C09-Grand-*iano T6. $g

amaha R: Bi(e Retrie,ed 3rom>

htt$>??all des(to$.7om?data images?original? &)1 ::-8amaha-r:-4i(e-6D. $g

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http://goo.gl/Vq41gvhttp://www.yamaha-motor.com/corporate/foundinghistory.aspxhttp://www.fundinguniverse.com/company-histories/yamaha-corporation-history/http://www.motorcycle.com/manufacturer/history-yamaha-motorcycle.htmlhttp://www.motorcycle.com/manufacturer/history-yamaha-motorcycle.htmlhttp://www.yamaha-motor.com/corporate/historytimeline.aspxhttp://www.aboutmcdonalds.com/mcd/our_company/mcdonalds-history.htmlhttp://usa.yamaha.com/news_events/pianos_keyboard/yamaha_displays_cx_series/images/Yamaha-CFX-Grand-Piano_TH.jpghttp://usa.yamaha.com/news_events/pianos_keyboard/yamaha_displays_cx_series/images/Yamaha-CFX-Grand-Piano_TH.jpghttp://all4desktop.com/data_images/original/4231466-yamaha-r6-bike-HD.jpghttp://goo.gl/Vq41gvhttp://www.yamaha-motor.com/corporate/foundinghistory.aspxhttp://www.fundinguniverse.com/company-histories/yamaha-corporation-history/http://www.motorcycle.com/manufacturer/history-yamaha-motorcycle.htmlhttp://www.yamaha-motor.com/corporate/historytimeline.aspxhttp://www.aboutmcdonalds.com/mcd/our_company/mcdonalds-history.htmlhttp://usa.yamaha.com/news_events/pianos_keyboard/yamaha_displays_cx_series/images/Yamaha-CFX-Grand-Piano_TH.jpghttp://usa.yamaha.com/news_events/pianos_keyboard/yamaha_displays_cx_series/images/Yamaha-CFX-Grand-Piano_TH.jpghttp://all4desktop.com/data_images/original/4231466-yamaha-r6-bike-HD.jpg

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