学术英语(管理)_Unit 7.ppt

Unit 7 Brands and Branding Unit 7 Brands and Branding Unit 7 Brands and Branding Text A Unit 7 Brands and Branding 1) Critical thinking and reading of Text A 2) Language building-up The Importance of Brands Several terms brand 品牌 branding: efforts on creating, maintaining, and adding more value to, a brand 品牌建设 brand value 品牌价值 brand equity 品牌资产 branded products (or services) 品牌产品 (或服务） Fill in the following table on brand experience Critical reading and thinking Text A key Text A Critical reading and thinking Text A Critical reading and thinking key Draw lines to match the following synonymous terms all taken from Text A. Sometimes more than one match is possible. firm generic products branding program touch point disconnect direct mail mailer point of engagement inconsistency company marketing communication program incongruence agency nonbranded product promotion media program Text A Language building-up Signpost language: cause and effect Causes because the reason(s) the cause(s) is due to is caused by since resulted from led to Effects therefore consequently thus as a consequence led to the results as a result the effect was resulted in the outcome on that account Text A Language building-up Formal English paraphrase the following sentences in your own language. Why do Nike shoes sell for a 70% premium over generic athletic shoes? Branded products, services, and companies are worth more and carry more respect than nonbranded ones. Text A Language building-up key Why are Nike shoes 70% more expensive than generic athletic shoes? Branded products, services, and companies are worth more and respected more than nonbranded ones. Text A Language building-up Text A When an audience engages your brand in person, through the media, or in other ways, it is called a “brand experience.” A few years ago, when our marketing communications firm gained a midsize, statewide consumer bank as a client, they informed us that their previous agenc