剑桥商务英语(BEC)中级.ppt

大学英语拓展课程剑桥商务英语 BEC 中级 Branding BusinessKnowledge Whatisabrand Brand Alivingbusinessasset JezFrampton GlobalChiefofExecutive Interbrand Abrandisa name term sign symbol ordesign oracombinationofthem intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition AmericanMarketingAssociation Branding BusinessKnowledge ProductVS Brand Aproductissomethingthatismadeinafactory Abrandissomethingthatisboughtbyacustomer Aproductcanbecopiedbyacompetitor Abrandisunique Aproductcanbequicklyoutdated Asuccessfulbrandistimeless Branding BusinessKnowledge BrandElements NameLogo thevisualtrademarkTagline Catchphrase 警句 e g WeDoChickenRight Shapes e g theVolkswagenBeetle 大众甲壳虫 Graphics e g Coca ColaribbonColor e g PepsiSounds e g jingleMovement Lamborghini supwardmotionofitscardoorsSmells e g therose jasmine musk 玫瑰茉莉麝香 ofChanel 香奈儿 No 5Taste KFC sspecialrecipeof11herbsandspicesforfriedchicken Branding BusinessKnowledge PeopleandBrands welivebrands fromtheclotheswedressin tothedrinkwehave thefoodweeatandthecarwedrive Branding BusinessKnowledge Aphysicalgood MarsBar 马尔斯巧克力 PanteneShampooetc Aservice HSBCBank 汇丰银行 Starbucks Google FederalExpress Astore Tesco 乐购 Wal Mart Aplace DisneyWorld TheGreatWallofChina Abrandedproductmaybea GenericProductsvs BrandedProducts Genericproduct Theoppositeof branding Harderandhardertofind Branding BusinessKnowledge 1 Whatisyourfavoritebrandof FavouriteBrand TopicforDiscussion coffee cellphones computers RolesthatBrandsPlay IdentificationofsourceofproductAssignmentofresponsibilitytoproductmakerRiskreducerSearchcostreducerPromise bond orpact 契约 协定 公约 withmakerofproductSymbolicdeviceSignalofquality MeansofidentificationtosimplifyhandlingortracingMeansoflegallyprotectinguniquefeaturesSignalofqualityleveltosatisfiedcustomersMeansofendowing 赋予 productswithuniqueassociationsSourceofcompetitiveadvantageSourceoffinancialreturns FavouriteBrand TopicforDiscussion Consumers Companies CanBrandsHavePower BrandPowerisameasureofthesizeandquality familiarityandfavorability ofacompany sreputation Abrand representsacertaincorporateculture carrieshighcredibility providesacompanywithmanycompetitiveadvantages enjoysahighlevelofconsumerbrandawarenessandloyalty FavouriteBrand TopicforDiscussion Foodforthought TheMcDonald sbrandlogoisnowmorerecognisedthantheChristiancrossAMcDonald sad FavouriteBrand TopicforDiscussion BrandEquity 品牌资产 品牌权益 themarketingeffectsandoutcomesthatincreasetoaproductwithitsbrandname comparedwiththosethatwouldaccrue 积累 ifthesameproductdidnothavethebrandname marketshare customerloyalty marketpenetration lifetimevalueofacustomer IngredientsofBrandEquity Branding BusinessKnowledge 品牌资产构成品牌资产是由品牌名字与产品类别 产品评价和关联物的联想构成的 品牌名字与产品类别的联想比较具体 是其它联想建立的基础 在品牌名字与关联物的联想中 关联物可以分为三类 即有利的 不利的和中性的 在品牌名字与关联物的联想中 也可以将关联物分为独特的或共同的 如洁白就是许多牙膏品牌共享的关联物 高露洁 洁白 佳洁士 洁白 独特联想是指一个品牌所独有的联想 如动感地带 周杰伦 耐克 唰刷声 茅台酒 国酒 品牌资产与产品类别等概念之间的联想是双向联想关系 而且这种双向联想关系常常是不对称的 品牌名字与各种概念的联想有强度之别 强势品牌与某些重要概念的联想强度一般要大于弱势品牌与这些概念的联想强度 Brandingisnotaboutgettingyourtargetmarkettochooseyouoverthecompetition butitisaboutgettingyourprospectstoseeyouastheonlyonethatprovidesasolutiontotheirproblem Brandinghasthreemainpurposes productidentification repeatsales andnewproductsales Branding BusinessKnowledge BrandingProcess Determinewhatyou rebranding Research 调研 Positionyourbrand 品牌定位 Defineyourbrand Developyourbrandidentity Launchyourbrandinternallyfirst Manageyourbrand Monitor evaluate andupdateyourbrand Branding BusinessKnowledge BuildingBrandsisExpensive 20milliontointroduceNikeAirMax 耐克气垫鞋 line 240milliontointroducetheNissanlinetotheU S McDonald sspending 1 2billionyearlyjusttomaintainbrandinU S Branding BusinessKnowledge BrandingStrategies BrandStrategies Brandextension 品牌延伸策略 brandnameextendedtonewproductcategories e g Apple Lineextension 产品线延伸策略 addingofanothervarietyofaproducttoanalreadyestablishedbrandlineofproducts e g Santana Multi brands 多品牌策略 newbrandsinthesameproductcategoryCo brands 合作品牌策略 双品牌策略 brandsbearingtwoormorewellknownbrandnames e g Intel Newbrands 新品牌策略 newproductinadifferentproductcategory Branding BusinessKnowledge 一个现有的品牌名称使用到一个新类别的产品上 海尔洗衣机 空调 合作品牌策略指两个公司的品牌同时出现在一个产品上 如 一汽大众 Interbrand2011 Top10BESTGLOBALBRANDS Branding BusinessKnowledge DavidVanEppsopenshisbriefcaseandtouchesseveralofthe72bottlesinside Here soneyou lllike hesays takingthetopoffone Hedipsapaperstripinsideandwavesitunderhisnose breathingindeeply Itsmellofsugarandbutterlikethe sugarcookies 1 Italsomakeshimthinkofmoney sugarcookiesisonlyoneof1 480fragrancessoldbyVanEpps companyScentAir 仙爱尔 Technologies 美国芳香技术有限公司 A wheretheodourofwaffle coneswerereleasedintotheairtoencouragevisitorstoanout of the wayicecreamshopB thathisgrandmotherusedtomakeC whichtypicallyincludesmorethansixsmellsD whoserecently introducedcellphonekeypadwaslavender scentedE whenitbegantwelveyearsagoF whysomanycompaniesarenowassociatingbrandswithascentG whowalkaroundreceptionwillgetawhiffofachocolatechipcookie What sthatsmell ReadingPractice B G ScentAirfirststartedputtingthatattitudeintobottles 3 ScentAirwillchargeasmuchas 25 000tocreateacustomblend 4 Thisyearturnoverhasquadrupled 四倍的 asmoremarketersusescentstodistinguishtheirbrands Onceaclientselectsascent ScentAirputstheliquidaromainacartridgethatfitsinsideadevicewithafanwhichpushesthesmellintotheair Youcontrolthestrengthwithadial Monthlyrefillsare 100perdevice Somecompanieswanttomakeshopperswaitaroundlongerinthehopetheywillspotsomethingtobuy ItseemstohaveworkedattheHardRockHotelinOrlando 5 Salesjumped45 inthefirstsixmonthsafteraScentAirdevicewasinstalled WestinHotelsandResortscontactedScentAirforawhiteteafragrancetoputinits127properties Addedtothis thehotelshavejuststartedsellingwhitetea scenteditems including 36candles What sthatsmell ReadingPractice A wheretheodourofwaffle coneswerereleasedintotheairtoencouragevisitorstoanout of the wayicecreamshopB thathisgrandmotherusedtomakeC whichtypicallyincludesmorethansixsmellsD whoserecently introducedcellphonekeypadwaslavender scentedE whenitbegantwelveyearsagoF whysomanycompaniesarenowassociatingbrandswithascentG whowalkaroundreceptionwillgetawhiffofachocolatechipcookie E C A AlanHirschoftheSmellandTasteTreatmentandResearchFoundationinChicagoexplainsthereason 6 Smellhasagreaterimpactonpurchasingthaneverythingelsecombined Ifsomethingsmellsgood theproductisperceivedasgood There sLGElectronics 7 orthecherrysmellfrombillboardsadvertisinganewshampoofromL Oreal AllweneednowisaPCthatcanpickuparomasfromwebsites What sthatsmell ReadingPractice A wheretheodourofwaffle coneswerereleasedintotheairtoencouragevisitorstoanout of the wayicecreamshopB thathisgrandmotherusedtomakeC whichtypicallyincludesmorethansixsmellsD whoserecently introducedcellphonekeypadwaslavender scentedE whenitbegantwelveyearsagoF whysomanycompaniesarenowassociatingbrandswithascentG whowalkaroundreceptionwillgetawhiffofachocolatechipcookie F D AnysmellExamplesofhowcompanieshaveusedthesesmellsSynonymsforthewordsmell What sthatsmell ReadingPractice Instorestoputcustomersinthemoodforbuying attractcustomerstodisplays makeshopperswaitlonger visitahotelicecreamshop tocreatetheperceptionthattheproductisgood onmobilephonekeypadsandonbillboards Ordour scent fragrance aroma Pleaseunderlinethefollowingthingsinthepassageonp 87 Sugarandbutter vanillaandmandarin whitetea lavender cherry 1 Trytocompletethesentencesbelowaboutwhatyouhaveread Tellyourpartnerwhatyouthink Onethingthatinterestsmeaboutthisis Onethingthatsurprisesmeis OnethingthatIfindhardtobelieveis Onethingthatinterestsmeaboutthisisthatsmellcanhavesuchaneffectonhumans OnethingthatsurprisesmeisthatScentAir sturnoverhasquadrupledasaresult ThesalesofHardRockHoteljumped45 inthefirstsixmonthsafteraScentAirdevicewasinstalled What sthatsmell ReadingPractice Speaking Whatsmellcouldyouusetobrandthefollowing Youcanusesuggestionsinthepictures yourcompany sproductorservice yourschoolorcollege anewrangeofclothing bicycles alanguagecourse What sthatsmell Brainstorming ReadaboutluxurybrandsinChina Eachlinecontainsonemistake includingpunctuation标点 Correctit Chineseluxuryobsession ErrorCorrection 0 WhenthatmanypeoplevisitcitiesinChina theyarestillsurprisedtoseetheluxury 00 brandswhonormallyfillthefashionboutiquesofNewYorkandParis Butina which 1 countrywhichmoreandmoreyoungpeoplehavebecomebig spendingconsumers where 2 theworld stopbrandsattracttwenty andthirty somethingswhat inarecentsurvey who 3 saytheywantto seizeeveryopportunitytoenjoylife TakeMissYu who smonthly whose 4 salaryis5 000yuanworkingasajournalist Sheregularlystopsbytheboutiqueswhere 5 youcanfindLouisVuittonorGucci Sheexplainsthereasonwhen Ithinka6 bagworth10 000yuan why 6 ismoresuitableformethan100bagsat100yuaneach Andherfashioncollection whoseincludes which 7 namessuchasChanel BurberryandPrada isfarfromuniqueinacountrywhytheproportion where 8 ofluxurygoodspurchasednowadays is40 comparedtoonly4 globally Doyouagreewiththeviewsinthisarticle Whatdoesyourpartnerthink Studythegraph Atwhatstage 10 0 wouldyounormallyhangup Textmessagesinterruptourlunchbreaksandpointlessemailsfillourinboxes butarecentsurveysaysthatthemajorityofpeoplerate 责难 automatedvoicemailsystemsandthelackofahumanvoiceonthephoneasmoderncommunication sworstinvention Automatedvoicemailsystems ListeningPractice Giventheoptiontospeaktoapersonatthebeginning Heartherecordedmessagethat yourcallmaybemonitoredforqualityassurance Whileyou reonholdthere samessageapologizingforyourbeingonhold Theautomatedsystemusesspeechrecognitiontechnology There snooptionatalltospeaktoaliveperson Pressing 0 stilldoesn tgetyoutoaliveperson 10 8 6 4 2 0 HUMANE INHUMANE Onascaleof1 10 howinhumanecananautomatedvoicemailsystembe Automatedvoicemailsystems ListeningPractice Listentosomeonedealingwithanautomatedvoicesystem 1 Whatisthenameofthecompany 2 Whatnumberdoesthecallerpress 3 Whichstageofthegraphdoesthecallerreachbeforeheputsthephonedown GHLoans Thecallerpresses2becausehewantstospeaktoanoperator Thecallerreaches3onthescalebeforeheputsthephonedownbecausethesystemusesspeechrecognitiontechnologywhichrequireshimtoanswer Yes or No Automatedvoicemailsystems ListeningPractice AnotherpersonspeakstoanoperatoratGHLoansCustomerCare Completetheformbelowwiththecaller sinformation GHCustomerCare AbiKaye TI3662 21stApril1981 loanearlylastmonth statement fivethousandeuros 0172443929 four Automatedvoicemailsystems ListeningPractice Replacethewordsinboldinsentences1 10withawordorwordsfromthebox Thenlistenagaintotheconversationsfromthelastexercises suitcall backbearwithmeSothatwasput throughholdunavailabletaketakeoneput onhold Vocabulary TelephoneWords 2 Writethemissingparticlefromtheboxinthecorrectpositiontocompleteeachsentence Theremightbetwopossibleanswers backonbackuponoutupforwardbackdown down Vocabulary TelephoneWords Doyouoftenreceivethesekindsofemailinyourinbox Doyouopenordeletethem Becomeanonlinemarketer TEACHYOURSELFINJUST2HOURSIMPORTANT IEarnProfits WithoutDoingAnything notrainingrequired Reading Emailmarketing Everymonth7 000peoplereceiveemailnewslettersfromDr ManiSivasubramanian Ingloriousitalics capitals underliningandbold thesubjectlinesshout ExplodeYourOnlineMarketingProfits inJust14Days or IMPORTANTEarnProfits WithoutDoingAnythingAnythingDifferent Butbeforeyoudeletethisspamfromyourinbox Dr Mani ashepreferstobecalled givesonlinehelpandadviceaboutmarketingaswellasworkingasapaediatricheartsurgeoninChennai India Hedonatesupto50 ofhisprofitsfromsellingmarketingexpertisetotheChildren sHeartFoundation whichhecreatedtoprovideheartsurgerytopoorIndianchildren SivasubramanianfirstdiscoveredtheInternetasasurgicalstudentin1996 Twoyearslater hestartedsellingmedicalinformationonline Laterherealizedhecouldpassonhisonlinemarketingexpertiseaswell whichhedoesnowinfourteendifferentemailmarketingnewsletters withtipsonhowtobecomeanonlinemarketer Lastyearhetookhome 250 000fromhisonlinework whilestillworkingupto50hoursaweekattheInstituteofChildHealthandHos