Unit 2

Word

Definition

Example

luxury

a state of great comfort or elegance, especially when involving great expense

A luxury car costs a lot of money

cautious

careful to avoid problems or danger

Women are more careful and cautious drivers

approach

to move towards or nearer to someone or something

I like her approach to the problem

core

main, basic

He couldn't even master the core skill

growth

an increase in the value of goods and services provided in a country or area

He is responsible for the company's growth in the last year

afield

to or at a distance

We export our products to countries as far afield as Japan and Canada

venture

a new business activity

One lucky venture made his fortune

pave

cover (a piece of ground) with flat stones or bricks; lay paving over

The area near the beach is paved with bricks set in patterns

aspirational

showing that you want to have more money and a higher social position than you now have

The advertising was clearly aimed at aspirational consumers

broad

wide

Streets in London are broad

steady

not moving or changing suddenly

Paul is making steady progress

awareness

having knowledge of

Health officials have tried to raise awareness

brand stretching

use the same brand name in a different product category

Brand stretching is the way to get the best financial return out of a strong brand

engagement

an arrangement to do something or meet someone

Many students pass without any real engagement in learning

loyalty

the quality of being loyal

His loyalty was never in question

product placement

showing your product in a movie ot TV

Product placement is often used in films, but it is not perceived as ads

accessories

something added to a machine or to clothing that has a useful or decorative purpose

I buy a lot of hair accessories

fragrance

a pleasant, sweet smell

Chanel №5 has been the number-one fragrance in the world since its creation in 1921

jewellery

small things that you wear for decoration, such as rings and necklaces

I adore antique jewellery

brand ambassador

a person, especially a celebrity, who is paid to endorse or promote a particular company's products or services

Zidane used to work as a brand ambassador for Real Madrid

brand image

the collection of ideas and beliefs that people have about a brand

They have invested millions to improve their brand image

destination

the place to which someone or something is going or being sent

Florida is a popular holiday destination

meet the demand

to be supply enough products and/or services to satisfy the desire of people who wish to buy them

We can't meet the demand for our new product

large-scale

involving many people or things

NATO may carry out large-scale maneuvers in Eastern Europe and the Baltics

for instance

for example

In the electronics industry, for instance, 5,000 jobs are being lost

interactive

interactive television, computer software etc allows the person using it to affect what happens on the screen

This new television has some interactive features

well-known

known or recognized by many people

Madonna is a well-known singer

encourage

give support, confidence, or hope to (someone)

Everyone encouraged me to apply for the job

expand

become or make larger or more extensive

In 1995 he successfully expanded his business into the USA

combine

if you combine two or more different things, or if they combine, they begin to exist or work together

I try to combine activity and relaxation into my holidays

emerge

to appear or come out from somewhere

What results emerged from your talks?

recognizable

able to be recognized or identified from previous encounters or knowledge

Chicago Bulls was the most recognizable brand in the 90s

prefer

to like someone or something more than someone or something else, so that you would choose it if you could

Do you prefer small shops or big shops?