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

TranslatethefollowingsentencesintoEnglish.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.*TranslatethefollowingsentencesintoEnglish.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.*TranslatethefollowingsentencesintoEnglish.5.货品质量一定要与品牌的承诺相一致。Themerchandisehastobeconsistentwiththebrandpromise.**ListeningRelatedExpressionsperceptionslogotaglineproductlineproductmixbrandequityintangiblechannelrelationshipsbrandimagebrandextensioneconomicleveragebrandstretching*LEAD-INQUESTIONS1.Howarebrandsgenerallydeveloped?Theyaregenerallydevelopedovertimethrough:advertisementscontainingconsistentmessaging;recommendationsfromfriends,familymembersorcolleagues;interactionswithacompanyanditsrepresentatives;real-lifeexperiencesusingaproductorservice.*LEAD-INQUESTIONS2.Inwhichwaysisabranddifferentfromaproduct,alogo,ataglineorservice?Abrandistheessenceorpromiseofwhatwillbedeliveredorexperienced.Itisintangibleandexistsinthemindoftheconsumer.*LEAD-INQUESTIONS3.Whatcouldbecombinedandformthevisualdistinctivenessofabrand?Name,letters,numbers,asymbol,asignature,ashape,aslogan,acolor,aparticulartypeface.4.Whatisthemostimportantelementofabrandandshouldneverchange?Thename.*LEAD-INQUESTIONS5.Whatistheultimategoalformarketingexecutivestobuildandmaintain,ifacompanyistosurviveintheincreasinglyglobalmarket,wheretherearenumerouschoicesfortheconsumers?Brandloyalty.*Thinkofanexampleofafamousbrandoftheworld.Whatfactorscontributetothesuccessofit?Hasitalwaysbeensosuccessfulin