剑桥商务英语（bec）中级

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1、大学英语拓展课程剑桥商务英语（BEC）中级BrandingBusinessKnowledge★Whatisabrand?“Brand:Alivingbusinessasset”-JezFrampton，GlobalChiefofExecutive,InterbrandAbrandisa“name,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsandservicesofonesellerorgroupofsellersandtodifferentiatethemfromt

2、hoseofcompetition”-AmericanMarketingAssociationBrandingBusinessKnowledgeProductVS.BrandAproductissomethingthatismadeinafactoryAbrandissomethingthatisboughtbyacustomer.Aproductcanbecopiedbyacompetitor.Abrandisunique.Aproductcanbequicklyoutdated.Asuccessfulbrandistimeless.BrandingBusiness

3、KnowledgeBrandElementsNameLogo:thevisualtrademarkTagline/Catchphrase（警句）:e.g.“WeDoChickenRight”Shapes:e.g.theVolkswagenBeetle（大众甲壳虫）Graphics:e.g.Coca-ColaribbonColor:e.g.PepsiSounds:e.g.jingleMovement:Lamborghini’supwardmotionofitscardoorsSmells:e.g.therose-jasmine-musk（玫瑰茉莉麝香）ofChanel

4、(香奈儿)No.5Taste:KFC’sspecialrecipeof11herbsandspicesforfriedchicken.BrandingBusinessKnowledgePeopleandBrands“...welivebrands,fromtheclotheswedressin,tothedrinkwehave,thefoodweeatandthecarwedrive...”BrandingBusinessKnowledge◎Aphysicalgood:MarsBar（马尔斯巧克力）;PanteneShampooetc…◎Aservice:HSBCB

5、ank（汇丰银行）;Starbucks;Google;FederalExpress◎Astore:Tesco（乐购）;Wal-Mart◎Aplace:DisneyWorld;TheGreatWallofChinaAbrandedproductmaybea…GenericProductsvs.BrandedProducts“Genericproduct”Theoppositeof“branding”HarderandhardertofindBrandingBusinessKnowledge1.Whatisyourfavoritebrandof…?FavouriteBr

6、andTopicforDiscussion•coffee?•cellphones?•computers?RolesthatBrandsPlayIdentificationofsourceofproductAssignmentofresponsibilitytoproductmakerRiskreducerSearchcostreducerPromise,bond,orpact（契约、协定、公约）withmakerofproductSymbolicdeviceSignalofqualityMeansofidentificationtosimplifyhandlingor

7、tracingMeansoflegallyprotectinguniquefeaturesSignalofqualityleveltosatisfiedcustomersMeansofendowing(赋予)productswithuniqueassociationsSourceofcompetitiveadvantageSourceoffinancialreturnsFavouriteBrandTopicforDiscussionConsumersCompaniesCanBrandsHavePower?BrandPowerisameasureoft