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C ourse 9, Assignment 1

Building a Brand
Learning Goals By the end of this assignment, you will be able to: understand suggestions in a proposal understand implied meaning understand exchanges about building a brand write about a popular brand in your country

Vocabulary
Nouns characteristic commodity consistency craftsmanship distinction distribution outlet endorsement heritage impression purity Verbs associate bet catch someone's eye characterize distinguish manage reinforce resemble shoot for stand the test of time take part in Prepositions off the top of my head Adjectives Adverbs distinctive premium up-andcoming visible relatively

NOUNS
characteristic (noun) = characteristic

[countable] a feature of a person or thing Patience is one of Jane's best characteristics.

characterize (verb) characteristic (adjective) commodity (noun) = commodity

[countable] a product that has few unique qualities and is sold solely based on price The prices of most agricultural commodities, like corn and soybeans, fell last month.
consistency (noun) = consistency

[uncountable] the quality of staying the same or staying at the same level over a period of time Consumers expect consistency from well-known brands.
consistent (adjective) craftsmanship (noun) = craftsmanship

[uncountable] the quality of producing something with great skill and attention to detail Companies that are known for craftsmanship can usually charge a higher price for their products.
craftsman (noun) distinction (noun) = distinction

[countable]
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a specific difference between two or more things The distinctions between individual dogs are clear to dog lovers.
distinct (adjective) distinctive (adjective) distribution outlet (noun phrase) = distribution outlet

[countable] a place where a product or service is sold or delivered During the 1990s, many people began to use the Internet as a new distribution outlet.
endorsement (noun) = endorsement

[countable] a formal recommendation in support of someone or something Many companies use endorsem ents from well-known actors to sell their products.
endorse (verb) heritage (noun) = heritage

[uncountable] a long history or tradition passed down from generation to generation My grandmother taught me a lot about her Japanese heritage.
impression (noun) = impression

[countable] a feeling about a particular thing What's your impression of Susan's boyfriend?
purity (noun) = purity

[uncountable] the quality of being clean or consisting of 100 percent of one substance The inspector checked the purity of the metal.
pure (adjective)

VERBS
associate (verb) = associate

[used with an object] to mentally connect or link one thing to another thing I associate Jamaica with clear blue water and reggae music.
association (noun) bet (verb) = bet

[used with an object] to gamble, OR to suggest that something will probably happen or probably is true I bet Brazil will win the next World Cup.
bet (noun) catch someone's eye (verb phrase) = catch someone's eye

to attract someone's attention My wife caught my eye the first time I saw her.
eye-catching (adjective) characterize (verb) = characterize

[used with an object] to describe the nature of someone or something My teacher characterized me as a hard worker.
characteristic (noun) characteristic (adjective) distinguish (verb) = distinguish

[used with or without an object] to recognize the differences between two or more things Most people find it difficult to distinguish between Roger and his twin brother Bob.
distinguishable (adjective) manage (verb) = manage

[usually followed by an infinitive]

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to successfully complete a difficult or challenging task My soccer team was losing 3 to 0 at halftime, but we managed to win the game.
reinforce (verb) = reinforce

[used with an object] to strengthen or add support to an idea or a belief The U.S. government's antismoking message was reinforced by a series of TV commercials.
resemble (verb) = resemble

[used with an object] to look similar to someone or something else Most people think I resemble my father.
resemblance (noun) shoot for (phrasal verb) = shoot for

[inseparable] to attempt to reach a specific, usually challenging, goal This year, management is shooting for profits of $100 million.
stand the test of time (verb phrase) = stand the test of time

to last over a long period of time Great ideas usually stand the test of tim e.
take part in (phrasal verb) = take part in

[inseparable] to participate in an activity Most parents take part in their children's wedding ceremonies. ADJECTIVES
distinctive (adjective) = distinctive

special in a way that makes someone or something different or easily recognizable I always know when Amy is near because she has such a distinctive laugh.
distinction (noun) distinctiveness (noun) premium (adjective) = premium

superior in quality or reputation I only drink premium wine.

up-and-coming (adjective) = up-and-coming

becoming or about to become increasingly popular or successful In the early 1980s, Tom Cruise was an up-and-coming actor.
visible (adjective) = visible

able to be seen or noticed If a product is not visible on store shelves, consumers will not buy it.
visibility (noun)

ADVERBS
relatively (adverb) = relatively

compared to other similar things The movie that I saw last night had relatively little violence.
relative (adjective)

PREPOSITIONS
off the top of my head (preposition phrase) = off the top of my head

without thinking something through carefully Off the top of my head, I can't think of the answer.

Grammar

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Grammar

PHRASAL VERBS
Inseparable Phrasal Verbs Verb + Particle Verb + Particle + Object doze off drop by get up run into

Separable Phrasal Verbs Verb + Particle + Object Verb + Object + Particle drop off make out pick up use up

Three Word Phrasal Verbs Verb + Particle + Particle + Object look forward to brush up on
Explanations A phrasal verb consists of a verb and a particle. The particle is usually either a preposition or an adverb. Together, the verb and the particle combine to have a special meaning, which is different than the meanings of the individual words. For example, "run into" means to meet by chance, not run inside. Phrasal verbs can be either separable or inseparable. With inseparable phrasal verbs, the verb and particle always go next to each other. Some inseparable phrasal verbs are used with an object and some inseparable phrasal verbs are not used with an object. Separable phrasal verbs are used with an object. If the object of a separable phrasal verb is a noun, it can go between the verb and the particle or after the particle. There is no difference in meaning. If the object of a separable phrasal verb is a pronoun, it must go between the verb and the particle. Three word phrasal verbs consist of a verb and two particles and are usually inseparable. They always have an object, which always follows the last particle.

read up on run out of

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