Own-brand refers to products made by a shop bearing its name. This document discusses various business and economic terms like premise, pitfalls, beef up, basket-case, whinge, propel, lure, entice, and whirl. It also defines heady, self-fulfilling prophecy, debacle, crank out, sheer, wingspan, bloated, utility, enforcer, pristine, boon, clout, liability, inflammatory, vet, chip away, and predatory pricing.

1. Own-brand = things that a particular shop makes for
itself and that bear the name of the shop on their
label
Premise = principle or statement that you consider
to be true
Pitfalls = Hidden or not easily recognized danger or
difficulty (écueils / escollos)
To beef up = to boost
A basket-case: One that is not functioning well or is
in a run-down condition or in a bad financial
position
To whinge: to complain especially in a way that
annoys a lot of people
To propel: to move or push someone or sth forward
(a propeller = une/a hélice / une turbine)
To lure: to persuade someone to do something by
making it very attractive
To entice: to persuade someone to do something
especially by offering them a reward
To whirl: to turn quickly usually to look at someone
or something / to spin in circles
Heady: very exciting and making you feel you can
achieve anything you want

2. Self-fulfilling prophecy: something that happens
BECAUSE you said that it would happen
Debacle: a complete and embarrassing failure
To crank out: to produce things in a large number
without caring much about their quality (also: to
churn out)
Sheer: used to emphasize the amount or
importance of sth
Wingspan: the distance from the end of one wing to
the end of the other
Bloated: enlarged, exaggerated or swollen beyond
usual or expected limits
Utility: A service to the public such as gas or
electricity
An enforcer: person who ensures rules are obeyed
Pristine: sth that looks very clean or tidy or new /
morally good
Boon: sth useful that brings great benefits or makes
your life easier
Clout: Influence, power
Liability: legal responsibility
Inflammatory: likely to make people feel angry

3. To vet: to check someone’s suitability for the job
To chip away: to gradually make something weaker,
smaller, or less effective
Predatory pricing: setting prices extremely low in an
attempt to eliminate the competition