经贸英语文章选读课件董晓波 ISBN9787566302199 PPTUnit 5.ppt

Unit 5 Branding 品牌 CONTENTS Teaching Aims Background Information Part 1 Part 2 Complement:Introduction of Google TEACHING AIMS After studying this unit, you are required to: 1. Have a general idea of the branding. 2. Understand the methods to regain the golden age of branding. 3. Understand the balance between the corporation brands and our own personal brands. 4. Master the difficult words and expressions. Background Information “品牌”是指产品或服务的象征，它所涵盖的领域包括商誉、产品、企业文化以及整体营运的管理。品牌是给拥有者带来溢价、产生增值的一种无形的资产，它的载体是用以和其他竞争者的产品或劳务相区分的名称、术语、象征、记号或者设计及其组合，增值的源泉来自于消费者心智中形成的关于其载体的印象。因此，品牌可以看作是一个企业竞争力的总和。 Part 1 The golden age of branding is gone, but we can bring it back Preview: If we understand how it came and went, we might be able to recreate it.如果我们了解它（品牌黄金时代）的来去行踪，我们就可能把它重新创造出来。 Brand arrogance has undermined consumer trust, but technology has re-established the balance of power and offers a chance to return to a win-win relationship, writes Alan Mitchell. 品牌傲慢已经不知不觉地破坏了消费信任，但是技术又重新建立了权力平衡，并且提供了一个能够恢复到双赢关系的机会。 ——艾伦.米歇尔 Lead-in Questions In your mind, what does the branding mean? What benefits can branding give us? Has the branding been through changes in recent years? If it has, what kind of changes? 品牌的内涵 Brands represented a ‘unique selling point’ —— a clearly and simply stated customer benefit which meant consumers knew exactly what they were buying. Brands were honest. 品牌代表一个“独特的卖点”—— 一个陈述清晰且简明的客户最佳利益，即客户明确的知道他们在买的东西是什么。品牌就是诚信。 Effects of Brands 1）Brands built trust. 品牌建立信任。 2）Building a brand like this might have been expensive, but you were rewarded with higher margins and higher volumes simultaneously. 这样建立一个品牌看似昂贵，但你能同时获得更高的利润和数量。 3）win-win system : brands not only offered consumers better quality products at relatively better prices, they also helped consumers make and implement better decisions. “双赢”系统：品牌不仅在相对更合理的价格提供顾客质量更好的产品，同时它们也有助于顾客做出并且实施更好的决定。 4）Brands helped consumers reduce the cost