MBA研究生英语综合教程（第二版）课件：Branding Management

BrandingManagement12Lead-inRelatedExpressionsperceptionslogotaglineproductlineproductmixbrandequityintangiblechannelrelationshipsbrandimagebrandextensioneconomicleveragebrandstretching3LEAD-INQUESTIONS1.Howarebrandsgenerallydeveloped?Theyaregenerallydevelopedovertimethrough:advertisementscontainingconsistentmessaging;recommendationsfromfriends,familymembersorcolleagues;interactionswithacompanyanditsrepresentatives;real-lifeexperiencesusingaproductorservice.4LEAD-INQUESTIONS2.Inwhichwaysisabranddifferentfromaproduct,alogo,ataglineorservice?Abrandistheessenceorpromiseofwhatwillbedeliveredorexperienced.Itisintangibleandexistsinthemindoftheconsumer.5LEAD-INQUESTIONS3.Whatcouldbecombinedandformthevisualdistinctivenessofabrand?Name,letters,numbers,asymbol,asignature,ashape,aslogan,acolor,aparticulartypeface.4.Whatisthemostimportantelementofabrandandshouldneverchange?Thename.6LEAD-INQUESTIONS5.Whatistheultimategoalformarketingexecutivestobuildandmaintain,ifacompanyistosurviveintheincreasinglyglobalmarket,wheretherearenumerouschoicesfortheconsumers?Brandloyalty.7Thinkofanexampleofafamousbrandoftheworld.Whatfactorscontributetothesuccessofit?Hasitalwaysbeensosuccessfulinternationally?

8910ReadingStartingUpQuestionLargecompaniesarestretchingtheirbrandstoverydifferentnewareas,forexampleamanufacturerofsportsshoesstartssellingconsumerelectronics.Doyouagreeordisagreethatthestretchmayhelpthebrandsdevelop?11UsefulExpressionsconsumerelectronicsurbanredefineidentifyindustrializeaffluentattributedifferentiationelasticityspectrumaccessorysnapupheritageoverwhelm12UsefulExpressionsconsumerelectronics消费性电子产品Insomeareas,suchasconsumerelectronics,Americanolongerhasthenecessarysupplierbaseorinfrastructure.在某些领域，比如电子消费品，美国已不具备必需的供应厂商或者基础设施。Sinceitsfoundingin1993,AigohasevolvedfromaUSBstorageassemblertooneoftheleadingconsumerelectronicscompanies.自1993年创立以来，爱国者从一家生产USB汇编程序发展到主要的家用电子产品公司之一。13UsefulExpressionsurban

城市的Thespreadofurbanareasendangerswildlife.扩大城市面积危害着野生物。Trafficisamajorurbanproblem.交通是城市的一个主要问题。Thedirectionsofurbandevelopmenthavebeenmarkedout.城市发展的规划已制定出来了。14UsefulExpressionsredefine重新定义ButtheseprojectsarestartingtoredefinewhatpeoplemeanbyAsia.但是，这些项目已经开始重新定义人们对亚洲的看法。Redefineyouraudiencegenerallymeanschanginghowyouseeyouraudience.重新定义听众通常意味着改变你对听众的看法。15UsefulExpressionsidentify确定；识别Lastly,Iidentifiedtheanalysismechanismsforthislittlecasestudy.最后，我为这个小的案例研究确定了分析机制。Theserelationshipsareidentifiedthroughthecreationofconstraintsbetweentables.这些关系通过创建表之间的约束关系来确定。16UsefulExpressionsindustrialize使工业化Pollutionisthepricewepayforanoverpopulated,overindustrializedplanet.污染就是我们为这个人口过密、过度工业化的星球所付出的代价。Inahighlyindustrializedsocietytheproblemmaybemorecomplex.在高度发达的工业化社会里，这个问题会更复杂。17UsefulExpressionsaffluent富裕的Butmostpeopleintheworldarenotaffluent,andtheirfoodbudgetsarelimited.而事实是，世界上大多数人并不富裕，他们的食物消费还很拮据。Theproblemswerenotcausedbybeingaffluent-butbymakingmoneyaprimarygoalinlife.这些问题并不是因为富裕引起的，而是由于把金钱作为人生的主要目标。18UsefulExpressionsattribute属性；特质Allofthesecomponentscanbeeasilyaddedthroughtheattributesviews.所有这些组件可以通过属性视图很容易的添加。Ascepterisoneoftheattributesofaking.权杖是帝王的象征之一。19UsefulExpressionsdifferentiation区别TheEuropeanandUKbanksconcentratedoncompetitionviaservicedifferentiation.欧洲和英国的银行竞争的焦点已经集中到服务差距方面上来。Therecanbenodifferentiationwithoutcontrast.

有比较才有差别。20UsefulExpressionselasticity灵活性；弹性Theskineventuallylosesitselasticity.皮肤最终会失去弹性。Elasticityistheabilitytoscaleupanddowntheinfrastructurebasedonneed.灵活性是指根据需要自动向上和向下扩展基础架构。

21UsefulExpressionsspectrum范围；

光谱Aspectrumisformedbyarayoflightpassingthroughaprism.一束光通过棱镜就会形成光谱。Thiscanbeterriblenewsforthoseatbothendsoftheagespectrum.对于那些在年龄谱两端的人来说，这可是可怕的消息。

22UsefulExpressionsaccessory配件It’snotonlyastylishaccessorybutalsothemaininstrumentprocess.它不仅是一个时髦的饰品,更是一个很有用的工具。Inthedomainofathletics,genericaccessoryhasnowbecomevitalequipment.在竞技领域,普通辅助部件有现在成为的重要设备。23UsefulExpressionssnapup抢购Instead,analystsbelievethatmotoristsviewthesituationasanopportunitytosnapupbargains.分析师反而认为,汽车客户将这一情况视作降价抢购的好机会。Thelistofcash-richcompaniesthatcouldsnapupbusinessesathomeorabroadislong.有许多企业都有充足的资金在国内或海外市场实施并购。

24UsefulExpressionsheritage传统；遗产Themuseumcollectionvividlyportraystheheritageof200yearsofcanals.博物馆的藏品让运河200年的历史再现眼前。Hepersistentlyassertedhisrighttoashareintheheritage.他始终声称他有分享那笔遗产的权利。25UsefulExpressionsoverwhelm压倒；淹没Aftermylecture,thestudentsbegantooverwhelmmewithquestions.讲课之后,学生们开始问一系列问题,使我不知所措。Theraider,corneredatlength,willoverwhelmoneweakvesselandescape.袭击舰即便最后被它们团团围住,它也会摧毁其中一艘较弱的巡洋舰,突围而出。26Answerthefollowingquestionsbriefly.Intheearlyyearsoftheconsumersociety,whatkindofproductswerepeoplelookingfor?Peoplewerelookingforproductsthatwouldimprovetheirqualityoflife.27Answerthefollowingquestionsbriefly.2.Whatdidpeopleinindustrializednationsstartusingbrandstodo?

Peoplestartedusingbrandtosaysomethingaboutthemselves.28Answerthefollowingquestionsbriefly.3.Inthethirdageofbanding,howdocompaniesmaketheirbrandsstandout?Companiesaretryingtomaketheirbrandsstandoutbyemphasizingtheiremotionalaspects,hopingconsumerswillidentifywiththesetofvaluesthebrandrepresents.29Answerthefollowingquestionsbriefly.4.Whatistheadvantageforemotionalbrands?Theadvantageforemotionalbrandsisthatcompaniescantransfertheirbrandstrengthintootherareas,increasingrevenuesandreducingtheirexposuretothelifespanofasingleproduct.30Answerthefollowingquestionsbriefly.5.Whatistheelasticityofbrandsrelatedto?

Theelasticityofbrandsseemstoberelatedtotheirpositiononaspectrumrangingfromthoserootedinsolid,tangibleassetstothosewithhighlyintangible,emotionalqualities.31Completethefollowingsentencesbychoosingwordsandexpressionsfromthetext.Whenthemovewas

fromsoftdrinksintoclothing,however,it

thebrandingconsultantscold.Itwasadifficultmental

intoclothingfromthedrinksoclosely

withthatparticularbrandname.Onthe

hand,theemotionalattributesthatyoungsters

tofindappealinginthedrink,likeitsheritageandglobalappeal,arefashionableatthe

,andinfactresponsetotheclothes

thesamenamehasbeenoverwhelming.Maybethisjust

thataninspiredmove-andbyallaccountsasnapdecision-sometimespaysoffagainsttheodds,

themanufacturerlaughingallthewaytothebank.

32made

associatedleft

leap

otherseemmomentleavingwithshowsTranslatethefollowingsentencesintoEnglish.如今，大型企业都力图重新定义他们的品牌，使其代表的不只是一种产品，更是一种生活方式，并将其延伸到全新的领域。Today,bigcompaniestrytoredefinebrandsasnotsomuchaproduct,moreawayoflife,andstretchthemintonewareas.33TranslatethefollowingsentencesintoEnglish.

2.当前，我们处于品牌发展的第三时期，很多公司都生产

几乎相同的产品，以几乎相同的价格出售，很难在功能上做到与众不同。Now,wehaveenteredathirdageofbranding,inwhichsomanycompaniesaremakingroughlythesameproductatroughlythesamepricethatfunctionalityrarelysucceedsasapointofdifferentiation.34TranslatethefollowingsentencesintoEnglish.3.一些企业正试图通过注重情感层面来突出他们的品牌，期望消费者们认同他们的品牌所代表的价值观。Companiesaretryingtomaketheirbrandsstandoutbyemphasizingtheiremotionalaspects,hopingconsumerswillidentifywiththesetofvaluesthebrandrepresents.35TranslatethefollowingsentencesintoEnglish.4.以产品本身为核心的品牌，其劣势在于如果产品不再流行，那么该品牌也就随之过时了。Onedisadvantageofaproduct-basedbrandisthatiftheproductgoesoutoffashion,thebrandgoeswithit.36TranslatethefollowingsentencesintoEnglish.5.货品质量一定要与品牌的承诺相一致。Themerchandisehastobeconsistentwiththebrandpromise.3738ListeningA.

Matchthefollowingwordswiththeirmeanings.1.d2.g3.a4.j5.h6.b7.f8.i9.e10.c39B.Whatarethetopthreeglobalbrands?

CocaColaMicrosoftIBM40C.Listentothesecondpartoftheinterviewcarefullyandfillintheblankswiththemissingwords.1.brand2.proposition3.computers4.valuable,product41D.Listentothelastpartoftheinterviewcarefullyand

fillintheblankswiththemissingwords.1.promise,loyalty2.critical,different3.morethan42E.

Writedownthewordsorphraseseachletterstandsforinthespaceprovided.43BRANDINGbeintouchrecognitionadaptabilityneedsdeliveryofexcellentproductsorservicesindicatorsofperformancenewgreatsurveillance(open)(open)(open)(open)(open)(open)(open)(open)44SpeakingUsethefollowingnotestotalkaboutthedevelopmentofsomeglobalbrands.Discusswhatstrategiesweretakenandwhatresultswereachieved.L'Oréal

AdidasCocaColaP&GA.Usethefollowingnotestotalkaboutthedevelopmentofsomeglobalbrands.45A.Usethefollowingnotestotalkaboutthedevelopmentofsomeglobalbrands.

Example:CosmeticsgroupL'Oréalsponsoredonlinegamessuchase-StratandBrandstorm,designedformarketingstudents.ThisgaveL'Oréalareputationasasavvyrecruiterinfast-growingemergingmarkets.Inadditiontothegames,whichattractmorethan50,000studentseachyear,thecompanyhasbankrolledscholarshipsandendowedchairsatsome200universitiesworldwide.ThegameshaveattractedafloodofplayersfromAsiaandLatinAmerica,tworegionswherethe$22.6billioncompanyneedsmanagers.

46YouaremembersoftheMarketingDepartmentofZumospa.Meetanddiscuss,andtheno