Language is presented by the trainer by first trying to ‘fish’ for the language item from the learners (eliciting).
If the word or phrase is not known, the item is introduced by the trainer (feeding) e.g.

BRAND   Trainer:  Levi’s. Wrangler. Calvin Klein. are all.? (Brands of jeans ) Can I make a pair of jeans and call them Levi’s? Why not?

BRAND IDENTITY  Trainer: The image or impression created for this brand could be called ? (= brand identity)