Marketing a Luxury Brand (Int)


Students will discuss the marketing challenges of promoting an expensive product.
Student Level: 
Unit Group: 
Sales and Marketing

Warm Up (5 mins)

What are some luxury car brand names?

What are some luxury clothing and accessory brand names?

Can you think of any "luxury service" brands"?

Why do you think some people are willing to pay much more for luxury brand products and services?

Listening (5 mins)

Watch the video about fashion goods retailer Louis Vitton. Complete the missing word based on what the speaker says.

"... it's a delicate balance of selling masses to the masses while still remaining _______ to the rich"

Reading Comprehension (10 mins)

Read the following article.

1. Why do companies try to develop a strong brand for their product or service?

2. How does Nike build its brand image?

Grammar (5 mins)

Relative clauses using "who" / "that" / "which"

We use "who" or "that" for people.

We use "which" or "that" for things.


Without relative clause

With relative clause

She is a Japanese athlete. She won a gold medal.

She is the Japanese athlete who won a gold medal.

She is the Japanese athlete that won a gold medal.

It's a movie. It stars Ken Watanabe.

It's a movie which stars Ken Watanabe.

It's a movie that stars Ken Watanabe.

It is a luxury brand. It is sold in 150 retail stores in Japan.
She is a Hollywood actress. She appeared in our TV commercial last year.
It is a store in Ginza. It sells many premium range perfumes.
It is an expensive watch. It has a strong reputation for quality.
Tom Cruise is a well known actor. He drove a racing car in the movie "Days of Thunder".

Combine the sentences above using relative clauses.

Try making original sentences about products or people you know well.

Vocabulary (5 mins)

Word or expressionMeaning
"coming along"Progressing toward completion of a task.
endorsementPositive statement by a well-known person about a product or service.
"to keep your options open"To avoid committing to one plan or one course of action.
convictedTo be found guilty of a crime.
public relations (PR)Mass media attention and public focus.

Try making original sentences using some of the above phrases and words.

Role Play (15 mins)

Stephanie:How is the marketing campaign for the new model El Diablo sports car coming along? Of course we want to appeal to high wealth customers.
Haruki:It's coming along well. We've contacted a major Hollywood studio and they sound positive about using one of our cars in their new action movie.
Stephanie:Fantastic! How about celebrity endorsements? Any luck there?
Haruki:Well we've contacted the agents of a few popular singers and movie stars. The American singer Whitney Mears sounds particularly interested.
Stephanie:Whitney Mears? Wasn't she the one who was in trouble with the police last year for dangerous driving?
Haruki:Yes, but she wasn't convicted.
Stephanie:Even so, I'm not sure that's the kind of bad PR we want associated with the brand.
Haruki:Alright, I will let her agent know we are keeping our options open.
Stephanie:Yes. Let's keep looking.

Who would you choose as a "celebrity endorsement" for your organization's products or services?

With your instructor, do the role play again and discuss the pros and cons of various celebrity choices.

Extension Activity

According to the article, choosing a great logo is an important step in creating an effective brand image. Which companies do you know that have "great" logos? What are the characteristics of a "great" logo that makes them different from less effective logos?

How do you think companies can create a more formal or less formal "voice" for their brand?

Think of a luxury brand. How is the brand's marketing strategy different to non-luxury brands?

Review and Quiz (5 mins)

Do you have any questions about this lesson?

What did you learn today?

Did you learn any new vocabulary or expressions?

Ask your instructor for tips on how you can improve your English.

Finally, don't forget to take the quiz after all your lessons are finished today.

Thank you !