Business (Expert Chapter 1)｜ビジネス会話（上級１章）Lesson64: Giving advice about building a brand

PART A_1

Let’s learn vocabulary. Listen and repeat the words and the sentences with your tutor.

PART A_2

1.　distinct
	-clearly noticeable; that certainly exists
	These sales are a distinct improvement on last year’s.
2.　visual identity
	-all of the imagery and graphical information that expresses who a brand is and differentiates it from all the others
	Design, advertising, and public relations are essential in establishing a visual identity.
3.　unique selling proposition
	-(also called “unique selling point” and abbreviated as “USP”) the marketing strategy of informing customers about how a brand or product is superior to its competitors
	McDonald’s unique selling proposition includes low prices, consistency, and cleanliness.
4.　rebranding
	-the act of changing the way that an organization, business company, or product appears to the public
	The company’s recent rebranding has made it more successful compared to its performance in the past 10 years.
5.　create a lot of buzz
	-to draw positive attention and interest in something
	The brand’s controversial Facebook advertisement created a lot of buzz, resulting in more sales.

PART A_3

Let’s make sentences using the vocabulary we’ve just learned.

PART A_4

1.　distinct
Answer:
2.visual identity
Answer:
3.unique selling proposition
Answer:
4.rebranding
Answer:
5.create a lot of buzz
Answer:

PART B_1

Let’s read the dialogue. After that, we’ll switch roles.

以下の会話文を読みましょう。終わったら交代してもう一度読みましょう。

PART B_2

Harry

Thanks for meeting me today, Liam. As we’ve initially discussed through email, we need your advice on improving our brand. So, what do you think we should do?

Liam

Well, currently, Pop’s Diner falls short of distinct qualities, so people don’t usually recognize your brand.

Harry

Yeah, right. I think we need to do something about its uniqueness.

Liam

That’s correct. You need to emphasize your brand’s uniqueness to set your fastfood chain apart from other chains.

Harry

So, how do we pull this off?

Liam

To achieve this, you must put your mind to improving your visual identity. You need to determine your unique selling proposition.

Harry

Right! We could do a slight rebranding.

Liam

Yes. Consider making your color scheme unique and creating a recognizable symbol in your shops and items.

Harry

Sounds like a plan.

Liam

And last but not the least, you should set out to create a new logo. That would create a lot of buzz among your existing customers and among new ones, as well.

Harry

That’s an excellent idea. Thank you, Liam. I’ll discuss this with our marketing executives.

PART B_3

Please summarize the conversation using your own words and expressions.

PART B_4

PART C_1

Let’s do a roleplay. Talk with me according to the situation below, using the expressions you just learned.

PART C_2

Your business, Jolly Eats, wants to improve its brand. As a branding consultant, talk to the marketing head and give advice for the brand’s improvement and continuous success. Please use the following structure chronologically:
1) Current situation: brand’s points for improvement
2) Objective: purpose of the marketing plan to be utilized
3) Strategy: specific approach to improve the current situation
4) Final advice: concrete action plan to boost the brand

PART C_3

PART D_1

Let’s discuss today’s theme. Please answer the questions below.

PART D_2

1.	Could you name some of the most popular brands in your country?
2.	Why do you think they are popular among others?

REVIEW AND FEEDBACK

Now, let us review the things that you learned in this lesson.

ではこのレッスンで学んだことを振り返りましょう。

(Please give a short feedback on how your student did on your class.)

	Grammar 文法	Pronunciation 発音	Vocabulary 単語	Comprehension 理解
GOOD	文法の誤りはほとんどなく、完全な文章で話すことができる	ほとんどの単語をはっきりと正しく発音することができる	習った表現を適切に使うことができる	文章を理解し、質問に正しく答えることができる
FAIR	文法の誤りはあるが、完全な文章で話すことができる	発音の練習が必要な言葉がいくつかある	たまにミスはあるが、習った表現を適切に使うことができる	文章を完全に理解するのは難しく、質問に正しく答えられないときもある
POOR	文章で話すのは難しく、単語だけで話すことができる	発音の練習が必要である	習った単語と表現を少しだけ使うことができる	文章を理解するのは難しく、質問に答えるのは難しい

TUTOR FEEDBACK

GRAMMAR
Good:	Was able to speak in complete sentences with minimal grammatical errors.
Fair:	Was able to speak in complete sentences with evident grammatical errors.
Poor:	Was able to speak using words only.
PRONUNCIATION
Good:	Was able to pronounce most of the words clearly and correctly.
Fair:	Mispronounced a few words.
Poor:	Mispronounced most of the words.
VOCABULARY
Good:	Used appropriate expressions learned in class.
Fair:	Used appropriate expressions learned in class and made a few errors in word choice.
Poor:	Used only a few words and expressions.
COMPREHENSION
Good:	Was able to understand the passages and answer the questions correctly.
Fair:	Had a little difficulty in understanding passages and answering questions.
Poor:	Had a hard time understanding passages and answering questions.