SESSION 17: EXERCISES WORKING WITH THE TEXT

SESSION 17: EXERCISES WORKING WITH THE TEXT

NOTE: IN ORDER TO WORK WITH THE TEXT, UNDERSTAND AND PREPARE IT BETTER I RECOMMEND THESE EXERCISES.


THERE WILL BE TWO TYPES OF EXERCISES:
1. EXERCISES WORKING WITH THE TEXT: THESE ARE EXERCISES FOCUSING ON THE READING COMPREHENSION, WORKING WITH VOCABULARY AND EXPRESSIONS.
2. EXERCISES FOR DISCUSSION: EXERCISES FOCUSING ON THE PREPARATION FOR THE DISCUSSION.


1. EXERCISES WORKING WITH THE TEXT


1.1 TRUE FALSE: Look at the article and guess whether these sentences are true (T) or False (F):
a. Google is the world´s most valuable brand.
b. Google is named the world´s most powerful brand for the first time.
c. McDonalds is the fifth most powerful brand in the world.
d. "To Google" is now part of the English vocabulary.
e. A report says a company´s brand name is actually not that important.
f. The report says a brand name can help a company grow in the future.
g. The report says tough times help a brand to become more important.
h. The value of brands worldwide has decreased to just under $2 trillion.


1.2 SYNONYM MATCH: Match the following synonyms from the article:
1. giant .................. a. maintained
2. firm ................... b. present
3. kept .................. c. usual
4. helped ................ d. research
5. common .............. e. company
6. study ................. f. profit
7. protect .............. g. colossus
8. return ................ h. stays
9. current ............... i. aided
10. remains ............. j. safeguard


1.3. PHRASE MATCH: Match the following phrases from the article (sometimes more than one combination is possible):
1. Google just keeps ..................... a. at $101.4 billion
2. The search .............................. b. everyday use
3. It valued the company ................ c. in tough times
4. Technology companies make ........ d. for any business to grow
5. it is now also a verb in ............... e. getting bigger and bigger
6. what consumers and businesses .... f.under $2 trillion
7. a brand name is key .................. g. think of brands
8. help protect ........................... h. engine giant
9. it can help to sustain companies ... i. a business from risk
10. increased to just ..................... j. up eight of the top ten


1.4 GAP FILL: Put the words into the gaps in the text:

FOLLOWED - VERB - WORTH - VALUED - COMMON - GETTING - POSITION - MAKE

Google just keeps __________ bigger and bigger. The search engine giant is not only the world´s biggest brand, it is also the first brand __________ $100 billion. A report from the market research firm Millward Brown shows Google has kept its __________ as the world´s most powerful brand. It __________ the company at $101.4 billion. This is 25 per cent higher than its biggest rival Microsoft, which is the second most valuable brand. The "Top 100 Most Powerful Brands" report lists Coca Cola at number three, __________ by IBM and McDonalds. Technology companies __________ up eight of the top ten. Google´s brand is helped because it is now also a __________ in everyday use. It is very __________ to hear people say "Google it" when they want some information.

GROWTH - REMAINS - KEY - CURRENT - VALUE - STUDY - RETURN - TOUGH

The report is the world´s largest __________ of what consumers and businesses think of brands. It says a brand name is __________ for any business to grow. "A strong brand can help protect a business from risk, and position it for future __________," it says. The authors believe a strong brand name is "the ultimate __________ on investment". Joanna Seddon, chief executive of Millward Brown, told reporters: "In the __________ [economic] environment, brand has become even more important because it can help to sustain companies in __________ times." Her report says brand value has grown, even though the recession: "The value of brands __________ strong...the total __________ of the top 100 most valuable brands has increased to just under $2 million.