2015年12月课件-商务英语unit8brands

Unit8BrandsQuotationTrulygreatbrandsaremorethanjustlabelsforproducts.

----TonyO’Reilly(1936-)IrishentrepreneurSirAnthonyJosephFrancisO'ReillyisanIrishbusinessmanandformerinternationalrugbyunionplayer.HeisknownasformerCEOandChairmanoftheH.J.HeinzCompany.PerhapsIreland'sfirstbillionaire,heremainsoneofIreland'srichestcitizens.HeispopularlyknownwithinIrelandasTonyO'Reilly.AListsomeofyourfavoritebrands&answerthesequestions.1.Aretheyinternationalornationalbrands?2.Whatimageandqualitiesdoeseachonehave?Usingthefollowingwordsandphrasestohelpyou.3.Whydopeoplebuybrands?4.Whydoyouthinksomepeopledislikebrands?5.Howloyalareyoutothebrandsyouhavechosen?valueformoneyluxurioustimelesswell-madetopoftherangedurableinexpensivecoolreliablestylishfashionablewell-designedBArecentsurveynamedthebrandsbelowastheworld’stopten.Whichdoyouthinkisnumberone?Ranktheothersinorder.12367410985BrandNamesandLogosBrandsaremuchmorethanlogosWhatisabrand??Brandisthe"name,term,design,symbol,oranyotherfeaturethatidentifiesoneseller'sproductdistinctfromthoseofothersellers.Itistheessenceorpromiseofwhatwillbedeliveredorexperienced.Brandsareusedinbusiness,marketing,andadvertising.Brandingisanefforttogiveauniqueidentitytothecompany’sproductsandcreateemotionalassociationswithconsumers.Itisaformofmarketing.Inotherwords,anybrandisasetofperceptionsandimagesthatrepresentacompany,productorservices.Whatisabrand?Abrandisasetofassociationsthatarelinkedtoaproductrange,adivision,orcompany.Theseassociationsresideinthememoryofcustomers.Theseassociationshelpcustomersunderstand:

whatthebrandorcompanyis,whyitispotentiallyrelevanttothem,howitisdifferentorsimilartootherproductsmadebythecompany,andhowitissimilarordifferentfromcompetitor’s products.Whatisabrand?Brandingisacombinedeffortofthecompanywhichisprojectedtotheconsumer.CompanyBrandConsumerMarketingDesignInaccounting,abranddefinedasanintangibleassetisoftenthemostvaluableassetonacorporation'sbalancesheet.Whatisabrand?Brandingisawayofdefiningyourbusiness,bothtoyourselfandyourteamandalsotoyourexternalaudiences.Itcouldbecalledthebusiness’s“identity”,butonlyontheunderstandingthattheidentityembodiesthecoreofwhatthebusinessisanditsvalues,notjustwhatitlooksandsoundslike.BrandmeaningCompanyProductAProductBProductPackagingWebsitesAdvertisementsAbrandisapromise.Apromisetoachievecertainresults,deliveracertainexperience,oractinacertainway.Apromisethatisconveyedbyeverythingpeoplesee,hear,touch,tasteorsmellaboutyourbusiness.logoIntegrityofBrand

AppleAbrandhastogiveauniqueidentityfromeachmedium.TheproductThepackagingWebsitegraphicsshouldhaveasinglevisuallanguage.AppleInc,foundedin1976,istheforerunnerofintheconsumerelectronicsindustry.Sony

TheSonyVaioseries–onevoicebySony*Aesthetics–integratedfamilylook.Allproductsbearsomecommonelements.*Styleofuse–interfacedesign–uniquewayofoperatingaproduct.*SomefunctionsspecialtothebrandWhatisabrand?Whatabrandmeanstocommonperson?

In'blind'tastetests,peoplepreferthetasteofPepsioverthetasteofCoke.However,ifthetestisnot'blind'andthetastersknowwhichbeverageis,theypreferthetasteofCokeoverPepsi!Thatistheemotionalpowerofabrand.TheCoca-Colabrandhasthepowertoactuallychangeanindividual'staste!Thefirstshapethatwasregisteredisthecocacolabottle.KeyExpressionsbrandequity 品牌资产brandextension 品牌延伸brandimage 品牌形象brandawareness品牌意识economicleverage 经济杠杆productline 产品线productmix 品牌结构tagline 广告语brandequity 品牌资产

Brandequityisaphraseusedinthemarketingindustrywhichdescribesthevalueofhavingawell-knownbrandname,basedontheextenttowhichthebrandhashighbrandloyalty,nameawareness,perceivedqualityandstrongproductassociations.Italsoincludesother“intangible”assetssuchaspatents,trademarksandchannelrelationships.brandextension 品牌延伸

Itreferstotheuseofasuccessfulbrandnamelaunchanewormodifiedproductinanewmarket.Itisamarketingstrategythatorganizationsusetoincreaseandleveragebrandequity.brandimage 品牌形象

Itreferstothesetofbeliefsandimpressionsthatconsumersholdaboutaparticularbrand.Brandimageisdevelopedovertimethroughadvertisingcampaignswithaconsistenttheme,andisauthenticatedthroughtheconsumers'directexperience.Itisimportanttodevelopwellsinceanegativebrandimagecanbeverydifficulttoshakeoff.

brandawareness品牌意识Brandawarenessistheextenttowhichabrandisrecognizedbypotentialcustomers,andiscorrectlyassociatedwithaparticularproduct.Brandawarenessistheprimarygoalofadvertisingintheearlymonthsoryearsofaproduct'sintroduction.Brandawarenessisrelatedtothefunctionsofbrandidentitiesinconsumers’memoryandcanbereflectedbyhowwelltheconsumerscanidentifythebrandundervariousconditions.[Brandawarenessplaysamajorroleinaconsumer’sbuyingdecision-makingprocess.economicleverage 经济杠杆

Infinance,ductline 产品线

Aproductlineisagroupofbrandsthatarecloselyrelatedintermsoftheirfunctionsandthebenefitstheyprovide.Forexample,acosmeticcompany'smakeupproductlinemightincludefoundation,concealer,powder,blush,eyeliner,eyeshadow,andlipstickproductsthatareallcloselyrelated.

productmix 品牌结构

Aproductmixrelatestothetotalsetofbrandmarketedbyabusiness.Thetotalnumberofproductssoldinallproductlinesisreferredtoaslengthofproductmix.tagline 广告语

Ataglineisasmallamountoftextwhichservestoclarifyathoughtfor,ordesignedwithaformof,dramaticeffect.Manytaglineslogansarereiteratedphrasesassociatedwithanindividual,socialgroup,orproduct.BrandbuildingStartbydefiningyourbrand.Tobuildabrand,thecompaniesmustdeterminewhatyou’retryingtoconveyandtowhomitisintended.Oneofyourbrandinggoalsshouldbetobuildlong-termrelationshipswithyourcustomers.Yourbrandshouldalwaysspeaktoyourcustomerswithaconsistenttoneofvoice.Repeatthesamemessageinthesamewayoverandoveragain.Beinnovative,boldanddaring–standforsomethingyoubelievein.Ensurethequality.Usemediatoadvertiseit.BrandbuildingKeyareastoconsiderare:yourbusinessnamethenamesofyourproductsorservicesanysloganyouuseyourlogothestyleandqualityofyourstationeryproductpricingandpackagingyourpremiseswhereandhowyouadvertisehowyouandyouremployeesdresshowyouandyouremployeesbehaveyourcompanywebsiteBrandbuildingBrandsarerarelydevelopedinisolation.Theynormallyfallwithinabusiness’productlineorproductgroup.TheelementsforbrandbuildingBrandbuildingBrandsaregenerallydevelopedovertimethrough:(1)Advertisementscontainingconsistentmessaging;(2)mendationsfromfriends,familymembersorcolleagues;(3)Interactionswithacompanyanditsrepresentatives;(4)Real-lifeexperiencesusingaproductorservice(5)(generallyconsideredasthemostimportantelementofestablishingabrand)TheimportanceofbrandingProperbrandingcanresultinhighersalesofnotonlyoneproduct,butonotherproductsassociatedwiththatbrand.TheimportanceofbrandingProductsandserviceshaveesoalikethattheyfailtodistinguishthemselvesbytheirquality,efficacy,reliability,assuranceandcare.Brandsaddemotionandtrusttotheseproductsandservices,thusprovidingcluesthatsimplifyconsumers’choice.TheimportanceofbrandingTheseaddedemotionsandtrusthelpcreatearelationshipbetweenbrandsandconsumers,whichensuresconsumers’loyaltytothebrands.TheimportanceofbrandingTheexistingstrongbrandnamecanbeusedasavehiclefornewormodifiedproducts;forexample,manyfashionanddesignercompaniesextendedbrandsintofragrances,shoesandaccessories,hometextile,luggage,(sun-)glasses,furniture,hotels,etc.QuestionforyoutodiscussSincebrandingisveryimportantforthecorporation,howtomaintainthebrandafterbrandbuilding?BrandmanagementBrandmanagementisacommunicationfunctionthatincludesanalysisandplanningonhowthatbrandispositionedinthemarket,whichtargetpublicthebrandistargetedat,andmaintainingadesiredreputationofthebrand.Developingagoodrelationshipwithtargetpublicsisessentialforbrandmanagement.BrandmanagementTangibleelementsofbrandmanagementincludetheproductitself;look,price,thepackaging,etc.Theintangibleelementsaretheexperiencethattheconsumertakesawayfromthebrand,andalsotherelationshipthattheyhavewiththatbrand.Howtomanageandmaintainaparticularbrand?Makesureallofyourmarketingmaterialsfullymeetbrandstandards-nomatterwhoproducesthem.Achievebrandperfectionwitheveryproject.Producehigh-end,proqualityprojects–everytime.Eliminatebrandstandardviolations.Youwillalwaysbeassuredthatyourbrandwillremainintact.Howtomanageandmaintainaparticularbrand?Meetandexceedwhatyourbrandpromises.Getregularfeedbackfromsatisfiedcustomerstocheckthatyourbusinessisconsistentlydeliveringonthepromisesyourbrandmakes.Rememberthatcustomerschangetoo.Makesurethatyourproductsorservicesstillmatchtheirneedsandpreferences.Continuallylookforopportunitiestomakeimprovements.Anddon'tbeafraidtomakechangestoreflectshiftsinthewayyoudobusinessornewtrendsinyourmarket.Howtomanageandmaintainaparticularbrand?Allofyouremployeeswillplayacrucialpartinmanagingyourbrandbecausehowtheyacthasapowerfulimpactonwhatcustomersandyourownstaffthinkofyourbusiness.AMatchthesewordpartnershipstotheirmeanings.1loyalty2image3stretching4awareness5namethenamegiventoaproductbythecompanythatmakesitusinganexistingnameonanothertypeofproducttheideasandbeliefspeoplehaveaboutabrandthetendencytoalwaysbuyaparticularbrandhowfamiliarpeoplearewithabrandBRAND6launch7lifecycle8range9placement10endorsementf)thesetofproductsmadebyacompanyg)theuseofawell-knownpersontoadvertiseproductsh)whenproductsareusedinfilmsorTVprogramsi)theintroductionofaproducttothemarketj)thelengthoftimepeoplecontinuetobuyaproductPRODUCTBCompletethesesentenceswithwordpartnershipsfromExerciseA.BRAND1ThecreationofVirginCola,VirginAir,VirginRailandVirginBrideisanexampleofbrandstretching.2ConsumerswhoalwaysbuyLevi’swhentheyneedanewpairofjeansareshowing_______________.3Notenoughpeoplerecognizeourlogo;weneedtospendalotmoreonraising_________________.brandloyaltybrandawarenessPRODUCT

1DavidBeckhamadvertisingVodafoneisanexampleof______________________.2A__________________consistsofintroduction,growth,maturityanddecline.3TheuseofBMWcarsandNokiaphonesinJamesbondfilmsareexamplesof___________________.productendorsementproductlifecycleproductplacementCListentotwospeakerstalkingaboutbrands.Whatreasonsdoeseachpersongiveforlikingordislikingbrands?(Recording1.1)Speaker1:probrandsSpeaker2:antibrandsBrandedproductsareofgoodqualityandreliable;stylishandhaveagooddesign.Peoplebuybrandedproductsbecausetheywanttoshowotherstheyhavestyleandgoodtaste.Peoplebuybrandedproductsandit’ssoboring.Thepricesofbrandedproductsareinflated.Thelogo,nameandpackagingarenotworththemoney.Youcan’talwaysbuythegenuineproducts.ASandraGreavesisaconsultantatWolff-Olins,aleadinginternationalbrandconsultancybasedinLondon.Shetalksaboutwhyweneedbrands.Listenandcompletetheseextracts.Brandsareallabout__________________.Youknowwhatabrandis_________,whatit________,whatit’sgoingto__________.Youactuallytrustitto___________________________again.Onethingaboutbrandsistheyaddalotof__________and_______________and________,aswellasgivingyouthepowerto____________things.trustaboutmeansdeliverdelivertimetimeandcolourenjoymentfunchoose（这个页面的插件有问题不能播放，到此文件夹中播放Recording1.2)BListentothesecondpartoftheinterviewandtickthepointsbelowwhichSandramakes.(此页插件有问题不能播放，在此文件夹中播放Recording1.3)Peopleareveryloyaltosuccessfulbrands.Evensuccessfulbrandsareseenasjustaproductoraservice.Applewaspopularbecauseitwasn’tabigcorporation.ApplecustomersfeltthattheMacwasaneasyproducttouse.√√CListentotheexampleSandragivesofhowWolff-Olinshelpedacompanywithitsbrandingandaswerthesequestions.(Recording1.4)Whatwasthecompany?Whatisitsbusinesssector?Whatadvicedidtheyreceive?OrangeMobilephonesNottocalltheserviceMicrotel,buttocreatesomethingcompletelynew,basedontheideaofoptimism.Translation关键是要确保你在广告中所表达和宣传的内容与该市场的技术成熟程度相符合。即使是相似的品牌形象在不同的国家也会引起不同的反响。Thekeyistomakesurewhatyouarticulateinadvertisingisrelevanttothetechnicalmaturityofthemarket.Similarimagestriggerdifferentresponsesindifferentcountries.对西方商人来说，泰国是个至关重要的国家，因为它影响着周边越南、柬埔寨、老挝和缅甸这些欠发达邻国的市场喜好。ThailandiscrucialforWesternmarketersbecauseitinfluencesthetastesofitsless-developedneighbors:Vietnam,Cambodia,LaosandMyanmar.它有着相同的名称和包装，但是其中的内容却不尽相同。我们要把同样的实惠送到不同的销售地区，带给不同发质的消费者。Itcarriesthesamenameandpackaging,thoughthecontentsvary.Weneedtodeliverthesamebenefittoconsumersinmarketswheretherearedifferencesinhairquality.一切都在1996年有了改观，那一年，由于人们没有卫视意识，蔓延全国的一场食物中毒事件使得成千上万人染病。人们便想起了广告上说过的，“家净”可以杀灭隐藏的细菌。Allthatchangedin1996whenanationwidefoodpoisoningepidemiccausedbypoorhygienemadethousandsill.Duringtheepidemic,peoplerememberedDomestoswasadvertisedaskillinghiddengerms.CaseStudyandDiscussionCase1JCB,alsocalledJ.C.Bamford,aBritishmanufacturerofheavyindustrialandagriculturalvehicles;henceJCBcanalsomeanabackhoedigger/excavatorinBritainandEurope.JCBJCBisaworld-famousengineeringcompany.Itwasfoundedin1945byJosephCyrilBamford.Hebeganhisbusinessworkingaloneinasmallgarage.JCBmakesconstructionandagriculturalequipmentsuchastractors,earthmovingvehiclesandloadingmachines.NowitsworldheadquartersinEnglandisoneofthefinestengineeringfactoriesinEurope.Thecompanyproducesover130differentmodelsonfourdifferentcontinentsandsellsafullrangeofequipmentinover150countries.Itistrulyaglobalbrand.JCB’sresearchshowedthatitscustomersassociatedthecompanywiththefollowingbrandvalues:‘yellow’,‘digger’and‘durable’.AdultssawthebrandasbeingveryBritish,andsuggestinganimageofqualityandbeingfunctional.Children,ontheotherhand,sawthebrandas‘big’,‘mudd