商务英语阅读Chapter5.ppt

Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,Lead-in Brand,Chapter 5 Brand and trademark,Brand,Chapter 5 Brand and trademark,Brand,Chapter 5 Brand and trademark,What is brand “Name, term, design, symbol”, or any other feature that identifies the sellers goods and services. expressed in the form of logos , graphic representations,Chapter 5 Brand and trademark,Logo (P45,Q5),Chapter 5 Brand and trademark,Slogan,Chapter 5 Brand and trademark,品牌：是人们对一个企业及其产品、售后服务、文化价值的一种评价和 认知，是一种信任。品牌已是一种商品综合品质的体现和代表，当人们 想到某一品牌的同时总会和时尚、文化、价值联想到一起，企业在创品 牌时不断地创造时尚，培育文化，随着企业的做强做大，不断从低附加 值转向高附加值升级，向产品开发优势、产品质量优势、文化创新优势 的高层次转变。当品牌文化被市场认可并接收后，品牌才产生其市场价 值。 品牌是可以触发受众心理活动的商品（或者组织）标识。首先，品牌一 定要有一个标识作为载体，这个标识，就像品牌的躯体。但是，仅仅有 标识是不够的，就像人要有躯体，更要有灵魂一样。只有那些能触发受 众心理活动的标识，才能称之为品牌，否则，它充其量只是一个商标。 品牌是制造商或经销商加在商品上的标志。它由名称、名词、符号、象 征、设计或它们的组合构成。一般包括两个部分：品牌名称和品牌标志。,Chapter 5 Brand and trademark,Trademark sign which can distinguish the goods and services of one trader a badge of trade origin a marketing tool,Chapter 5 Brand and trademark,register v. to record your/sbs/sths name on an official list e.g. register the house in your name 把房子登记在 你的名下 Registered adj. officially listed and accepted,Chapter 5 Brand and trademark,商标：工商企业用于标明商品所有权并区别于其他商品的标 志。商标可以是词或词组、字母、数字、图案、名称、产品 的形状或其他外观、包装或色彩组合。商标(通常用TM表 示，注册后通常用符号表示)是其所有人的财产，受法律保 护，未经授权，他人不得擅自使用。商标所有人不需特地向 美国专利和商标局或其他州政府部门注册便可获得商标或服 务标志(标定服务来源)的法律权利，但经正式注册往往在法 律上更具优势。,Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,对大多数消费者来说，提起“鲜橙多”便会想到“统 一”，正如一提到方便面便会想到“康师傅”一样。“鲜 橙多”是由统一公司率先引入国内果汁市场，统一公 司也凭借铺天盖地的广告，将“统一鲜橙多”在大江南 北搅得几乎家喻户晓。 但事实上，统一公司并没有拥有“鲜橙多”商标。对此，统一华南区总 经理、广州统一公司总经理吴一挺也承认，“统一”在两年前推出塑料瓶装 橙汁时，就沿用公司在台湾地区生产了十多年的果汁商标“鲜橙多”，但按 照大陆地区的有关法律，由于其中“橙汁”二字是通用名称，所以并没有申 请到商标。也就是说，“鲜橙多”在大陆地区只是一种果汁产品的类别。统 一公司在万不得已的情况下，只好将“鲜橙多”的外观设计即瓶贴作为专利 来申请，并在2009年1月份获得国家专利局的外观设计专 利保护。,Chapter 5 Brand and trademark,Spare no effort to do everything necessary to make something really good or successful e.g. They spared no effort to finish the duty. 他们不遗余力地完成这项任务,Chapter 5 Brand and trademark,Text explanation Text A How to build a brand image,Chapter 5 Brand and trademark,take sth into consideration take account of sth; make allowances for sth 考虑某 事物; 体谅某事 e.g. I always take fuel consumption into consideration when buying a car. 我买汽车时总要把燃油消耗 量考虑在内.,Chapter 5 Brand and trademark,Three important factors in brand image building,Quality,Positioning,Communication,Chapter 5 Brand and trademark,Ingredient n. one of the things or qualities that are necessary to make sth successful e.g. Imagination and hard work are the ingredients of success. 想像力和勤劳是成功的要素,Chapter 5 Brand and trademark,Statistics n. pl collection of information shown in numbers （一组）数据, 统计数字, 统计资料: e.g. Statistics show/suggest that women live longer than men.,Chapter 5 Brand and trademark,Inferior adj. not good, or not as good as someone or something else (to sb/sth) low(er) in rank, social position,importance, quality, etc e.g. These products are inferior to those we bought last year.,Chapter 5 Brand and trademark,position v. If you position something somewhere, you put it there carefully, so that it is in the right place or position e.g. She positioned herself near the warm fire. 她待 在温暖的炉子的旁边.,Chapter 5 Brand and trademark,Occupy v. take up or fill (time, space, sbs mind, etc) 占据, 充满（时间 空间 某人的头脑等） e.g. Her time is fully occupied with her three children. 她的时间全部用在她的三个孩子身上了,Chapter 5 Brand and trademark,Means n. action by which a result is brought about; methods 手段; 方法 e.g. Radio and television are important means of communication. 无线电和电视是重要的通信手段,Chapter 5 Brand and trademark,overcome v. to defeat or succeed in controlling or dealing with something e.g. to overcome difficulties/obstacles/problems/resistance overcome a bad habit 改掉坏习惯,Chapter 5 Brand and trademark,acute adj. very serious or severe e.g. There is an acute shortage of water. acute pain Competition for jobs is acute,Chapter 5 Brand and trademark,disastrous adj. very bad, or ending in failure e.g. Climate change could have disastrous effects on earth,Chapter 5 Brand and trademark,tailor v. sth for/to sb/sth make or adapt sth for a special purpose （为某目的）做某事物或适应某事 物 e.g. We tailor our training courses to the clients needs. Advertising campaigns need to be tailored for different markets.,Chapter 5 Brand and trademark,connotation n. An idea or meaning suggested by or associated with a word or thing e.g. A possible connotation of “home“ is a place of warmth, comfort and affection“. “家”的可能涵义是“一个温暖、舒适和爱的地 方”。,Chapter 5 Brand and trademark,Examples 1:,Chapter 5 Brand and trademark,remarkable adj. unusual or surprising and therefore deserving attention or praise e.g. The area is remarkable for its scenery,Chapter 5 Brand and trademark,visible adj (to sb/sth) 1 that can be seen; in sight 可见的; 看得见的 e.g. This star is not visible to the naked eye. 这颗星 肉眼看不见.,Chapter 5 Brand and trademark,(fig 比喻) that can be noticed or ascertained; apparent 能注意到的; 能确定的; 明显的 e.g. visible improvements, differences, changes, etc 明显的改善 区别 变化等 After using the cream for a month, I could see no visible difference,Chapter 5 Brand and trademark,Examples 2:,Chapter 5 Brand and trademark,domestic adj. 1). of or inside a particular country, not foreign or international 本国的; 国内的 e.g. domestic flights (= to and from places within a country) 2). used in the home; connected with the home or family e.g. domestic appliances家用电器,Chapter 5 Brand and trademark,coin v. to invent a new word or phrase that other people then begin to use e.g. coin words for new products 为新产品创造新词,Chapter 5 Brand and trademark,multitude n. (of sth/sb) an extremely large number of things or people e.g. a multitude of problems / possibilities / reasons A multitude of people gathered at the gate of the exhibition hall. 大群人聚集在展览大厅的门口,Chapter 5 Brand and trademark,Task Read the text and finish the outline with the information you have got in the text. quality positioning communications also helpful to build a good image. It is difficult to build a good brand image for a product,Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,Text B Brand equity,Chapter 5 Brand and trademark,Significant adj. important; considerable 重要的; 重大的; 可观的 e.g. a significant rise in profits 利润的巨大增长 Your work has shown a significant improvement,Chapter 5 Brand and trademark,association n. a mental connection between ideas e.g. What associations does the sea have for you? 你从大海能联想到什麽?,Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,perspective n. (on sth) a particular attitude towards sth; a way of thinking about sth e.g. His experience abroad provides a wider perspective on the problem,Chapter 5 Brand and trademark,premium n. an extra payment added to the basic rate e.g. You have to pay a high premium for express delivery premium pay extra money that is added to employees basic pay for particular reasons, for example if they work at weekends or away from home,Chapter 5 Brand and trademark,generic adj. produced as a standard type of product, that does not have a brand name or is not protected by a trademark,Chapter 5 Brand and trademark,Chapter 5 Brand and trademark,Brand extension,Chapter 5 Brand and trademark,expenditure n. the act of spending or using money; an amount of money spent e.g. plans to increase expenditure on health and education Expenditure on advertising was 2.3 per cent higher this year,Chapter 5 Brand and trademark,Brand loyalty,Chapter 5 Brand and trademark,trial n. the process of testing the ability, quality or performance of sb/sth, especially before you make a final decision about them e.g. She agreed to employ me for a trial period. put a car through safety trials 对汽车进行