商务英语 品牌效应 Brand concept.ppt

Set up a brand based on the products around you Your new brand should contain a proper name, a designable LOGO, an impressive slogan and some unique characters. Take your product with you and share your brand with us * * Starting up Vocabulary Brand management Listening What is branding? Module 3 Branding -Task1 Brand concept(品牌理念） 尹晓霞 Starting Up Highlights Word matching Situational practice Assessment Homework Task 1 : Get familiar with the definition and elements of brand Task 2 : Learn some related expressions and try to use them freely Task 3 : Work with your partner to describe the Role of brand in business -----”The most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands” Bill Gates is the head of the software company Microsoft and one of the world‘s wealthiest men. Gates oversaw the invention and marketing of the MS-DOS operating system, the Windows operating interface, the Internet Explorer browser, and a multitude of other popular computer products. During the 1990s rising Microsoft stock prices made Gates the world’s wealthiest man Background information A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order. 1 2 3 4 5 6 7 8 9 10 What is a Brand? A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. What are the advantages of branded goods for: - The products become recognisable - Launch related products under the same brand, - Gain greater customer loyalty - Make shopping a lot easier - Buy reliable products, - High reputation brands enhance ones status a) the manufacturer? b) the consumer? Elements Slogans Brand names Logos Characters BRAND luxury classic awareness image stretching loyalty leader manager Highlight information 知名品牌(famous brand)