Brand image-outsourcing production.

Step 1: teacher explains the word “outsourcing”.

Outsourcing:　ｔhe contracting or subcontracting of noncore activities to free up cash, personnel, time, and facilities for activities in which a company holds competitive advantage. Companies having strengths in other areas may contract out data processing, legal, manufacturing, marketing, payroll accounting, or other aspects of their businesses to concentrate on what they do best and thus reduce average unit cost. Outsourcing is often an integral part of downsizing or reengineering. Also called contracting out.

Read more: http://www.businessdictionary.com/definition/outsourcing.html

warming-up 

 Question: Why do some companies make luxury products abroad rather than at home? Are there any  bad impact on their brands?

        Reference: reduce cost, approach target market, cheap labor, approach major supplier, etc.. damage brand image, hurt customers' feelings, honesty, etc..

Reading: Made in Europe.

Step 1: ask Ss to finish Part C. True or False.

Step 2: Analyze the text. 

Step 3: make a conclusion about outsourcing and brand image.

Discussion: Two promotions

Case 1: Harley Davidson

Case 2: JCB

Activity: Team 1,3,5 work on Case 1 and Team 2, 4, 6 work on Case 2.

Teacher asks Ss to give answers and give references.

Homework: Complete Part B and C on p.9 in Language review.

Please read the article Branding and advertising from p.108-111.