Read the text and answer the questions. 1 What do you think the author means by the word "brand” in the title: a) the sites London is famous for? b) the internationally recognised image of London? c) shopping facilities in London? 2 What do you think Ken Livingstone's occupation is? Why do you think so? 3 What is the author's attitude to London? Find proof in the text. LONDON’S A GREAT INTERNATIONAL BRAND THAT HAS TO BE MANAGED CAREFULLY By Ken Livingstone Anyone who walks around the capital at the moment can see that tourism is one of London's key industries. The key to the tourist industry in London is integrating the city's strengths and history into the new economy. No other city can compare with London in that (1 ). It is far from being a question of historic sites and ceremonials — important though these are. London is a 24-hour city with nightlife, clubs, restaurants and internationally known events. It (2) plays the role of any great city throughout the ages — bringing together in one place a critical mass of economic, scientific, cultural and intellectual possibilities. But a key question is how to unite these elements (3) physically. What makes this (4) possible is London's combination of tradition with its status as the world’s most internationalised city. Both (5) are rooted in the city’s unique history — for several centuries London was the world’s major port. This (6) made it possible to bring together "tradition", in the sense of a long uninterrupted history, and the greatest multicultural centre in the world. Since London became the greatest melting pot in the world, diversity and the most modern forms of communications are integral to London’s character. That (7) creates the city’s unique character and attraction. If London is to continue to develop its tourist industry, this (8) requires an integrated approach in policing, transport, culture, and business. In short, strengthening London as one of the world’s greatest tourist centres, which (9) is a very conscious policy of the GLA, is not going to lessen the attraction of the city for its inhabitants. What makes London a great place for tourists is not only its (10) tradition, but that it (11) is a modern, “lived-in" city.

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