商务英语 Unit 2 Brands
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rand management
B Complete these sentences with word partnerships from the list. luxury brand classic brand brand awareness brand leader brand stretching brand loyalty brand manager brand image 1 Levis, which has been established for over 100 years and is world-famous, is a _____________. 2 The aim of the advertising campaign is to enhance _____________ so that consumers become more familiar with our coffee products. 3 Volvo’s ________ is that of a wellengineered, upmarket, safe car.
Listening What is branding?
Background information
H. J. Heinz Company（亨氏公司）, commonly known as Heinz, famous for its ketchup, is an American food company with its world headquarters in Pittsburgh, Pennsylvania. Virgin Group Ltd（维珍集团） is a branded venture capital organization founded by British business tycoon Sir Richard Branson. The core business areas are travel, entertainment and aviation.
Listening What is branding?
Background information
Direct Line Group（直达线保险公司） is a British insurance company. It was founded in 1985 with a simple idea in mind -- selling car insurance over the phone. It is the UK's leading private automobile insurer, and it has more than 5 million customers across its lines of business. Company’s business includes home, pet, travel, and life insurance. Other products and services include home mortgages, loans, savings, online car buying, and car breakdown service. Direct Line also has services in Germany, Italy, and Spain.
Check your answer on page 156. Are you surprised?
Starting up What are the advantages of branded goods for:
a) the manufacturer?
- Own instantly recognisable products, - Associate specific qualities with the brand (value for money, safety) - Launch related products under the same brand, - Gain greater customer loyalty b) the consumer? - Make shopping a lot easier - Buy reliable products, - High prestige brands enhance one's status
4 Suchard is a _______ of Swiss chocolate.
Listening What is branding? A Lynne Fielding, a marketing specialist, is talking about branding. Complete this extract from the interview with the words below. money synergy name quality differentiate competitors
Unit 2 Brands
Quotation
The most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands
Philip Kotler was selected in 2001 as the 4th major management guru by the Financial Times (behind Jack Welch, Bill Gates, and Peter Drucker,) and has been hailed by the Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.
“What is branding and why do we need brands?” ‘A brand can be a _______’, a term or a symbol. It is used to ______________a product from _____________ products. The brands guarantee a certain __________ level. Brands should add value to products. It is a ________effect whereby one plus one equals three. But customers must believe they get extra value for _________.
Listening What is branding?
Background information
stand-alone brands / individual brands 个别品牌，独立品牌
corporate brands / family brands 家族品牌，企业品牌
Listening What is branding?
Vocabulary
Brand management
awareness
luxury image
BRAND
classic
stretching
loyalty leader manager
Word partnerships with the word ‘brand’
Vocabulary
Brand luxury brand management
Häagen-Dazs （哈根达斯）is an American brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in the Bronx, New York in 1961. Starting with only three flavors: vanilla, chocolate, and coffee, the company opened its first retail store in Brooklyn in 1976 and then offered franchises throughout the United States and 54 other countries around the world.
classic brand brand awareness brand image brand stretching brand loyalty
brand leader
brand manager
1 A brand associated with expensive, high quality products 2 The person responsible for planning and managing a branded product 3 The brand with the largest market share 4 A famous brand with a long history 5 The ideas and beliefs which consumers have about a brand 6 The tendency of a customer to continue buying a particular product 7 Using a successful brand name to launch a product in a new category 8 The knowledge which consumers have of a brand
Marlboro（万宝路） is a brand of cigarette made by Philip Morris USA within the US, and by Philip Morris International outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.
Marks & Spencer（马莎百货） is a major British retailer, with over 840 stores in more than 30 countries around the world, over 600 domestic and 285 international. It is the largest clothing retailer in the United Kingdom, as well as being a food retailer.
Starting up C 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
9
4
7
3
6 5 8
2 10
Background information
Ariel Motorcycles（艾丽儿摩托车） was a British motorcycle manufacturer based in Birmingham. It was one of the leading innovators in British motorcycling.
B Complete these sentences with word partnerships from the list. luxury brand classic brand brand awareness brand leader brand stretching brand loyalty brand manager brand image 1 Levis, which has been established for over 100 years and is world-famous, is a _____________. 2 The aim of the advertising campaign is to enhance _____________ so that consumers become more familiar with our coffee products. 3 Volvo’s ________ is that of a wellengineered, upmarket, safe car.
Listening What is branding?
Background information
H. J. Heinz Company（亨氏公司）, commonly known as Heinz, famous for its ketchup, is an American food company with its world headquarters in Pittsburgh, Pennsylvania. Virgin Group Ltd（维珍集团） is a branded venture capital organization founded by British business tycoon Sir Richard Branson. The core business areas are travel, entertainment and aviation.
Listening What is branding?
Background information
Direct Line Group（直达线保险公司） is a British insurance company. It was founded in 1985 with a simple idea in mind -- selling car insurance over the phone. It is the UK's leading private automobile insurer, and it has more than 5 million customers across its lines of business. Company’s business includes home, pet, travel, and life insurance. Other products and services include home mortgages, loans, savings, online car buying, and car breakdown service. Direct Line also has services in Germany, Italy, and Spain.
Check your answer on page 156. Are you surprised?
Starting up What are the advantages of branded goods for:
a) the manufacturer?
- Own instantly recognisable products, - Associate specific qualities with the brand (value for money, safety) - Launch related products under the same brand, - Gain greater customer loyalty b) the consumer? - Make shopping a lot easier - Buy reliable products, - High prestige brands enhance one's status
4 Suchard is a _______ of Swiss chocolate.
Listening What is branding? A Lynne Fielding, a marketing specialist, is talking about branding. Complete this extract from the interview with the words below. money synergy name quality differentiate competitors
Unit 2 Brands
Quotation
The most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands
Philip Kotler was selected in 2001 as the 4th major management guru by the Financial Times (behind Jack Welch, Bill Gates, and Peter Drucker,) and has been hailed by the Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.
“What is branding and why do we need brands?” ‘A brand can be a _______’, a term or a symbol. It is used to ______________a product from _____________ products. The brands guarantee a certain __________ level. Brands should add value to products. It is a ________effect whereby one plus one equals three. But customers must believe they get extra value for _________.
Listening What is branding?
Background information
stand-alone brands / individual brands 个别品牌，独立品牌
corporate brands / family brands 家族品牌，企业品牌
Listening What is branding?
Vocabulary
Brand management
awareness
luxury image
BRAND
classic
stretching
loyalty leader manager
Word partnerships with the word ‘brand’
Vocabulary
Brand luxury brand management
Häagen-Dazs （哈根达斯）is an American brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in the Bronx, New York in 1961. Starting with only three flavors: vanilla, chocolate, and coffee, the company opened its first retail store in Brooklyn in 1976 and then offered franchises throughout the United States and 54 other countries around the world.
classic brand brand awareness brand image brand stretching brand loyalty
brand leader
brand manager
1 A brand associated with expensive, high quality products 2 The person responsible for planning and managing a branded product 3 The brand with the largest market share 4 A famous brand with a long history 5 The ideas and beliefs which consumers have about a brand 6 The tendency of a customer to continue buying a particular product 7 Using a successful brand name to launch a product in a new category 8 The knowledge which consumers have of a brand
Marlboro（万宝路） is a brand of cigarette made by Philip Morris USA within the US, and by Philip Morris International outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.
Marks & Spencer（马莎百货） is a major British retailer, with over 840 stores in more than 30 countries around the world, over 600 domestic and 285 international. It is the largest clothing retailer in the United Kingdom, as well as being a food retailer.
Starting up C 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
9
4
7
3
6 5 8
2 10
Background information
Ariel Motorcycles（艾丽儿摩托车） was a British motorcycle manufacturer based in Birmingham. It was one of the leading innovators in British motorcycling.