商務(wù)英語課件：09Unit 4a Brand Power

1、Unit 4a Brand PowerBrand Power is a single-score measure of the size and quality (familiarity and favorability) of a companys reputation. Warm-up Questions1. Do you usually buy brand name goods?2. Do you think goods with brands are always quality goods? Why?3. Is it important to build a brand image?

2、 Why?ExpressionsA brand represents a certain culture.Customers are usually attracted by the quality brand image.Brand names carry high credibility.Well-filmed advertisements can foster a strong sense of brand loyalty.Brand names imply consistent quality, reasonable price and good after-sales service

3、.SpeakingWork in pairs. Look at the products below. What brand of each product would buy? Why?ListeningFive people explain why they bought one of the products. Listen and decide the main reasons for each purchase.Sporty 輕便的,運(yùn)動(dòng)型的Extra 額外費(fèi)用Advert 廣告，宣傳Monthly service contractDifferent tariffs at diffe

4、rent times of the dayOne-year all inclusive packageKitchen appliances 廚房家電Ozone layer 臭氧層CFC chlorofluorocarbon 含氯氟 Make 品牌;型;樣式 AnswersGHDBEIf you are running a business, what competitive edge do you have to offer that cannot be copied by anyone else?A brand is the one thing that you can own that n

5、obody can take away from you. Your BrandA good brand name should:be protected (or at least protectable) under trademark law. be easy to pronounce / remember / recognize.be easy to translate into all languages in the markets where the brand will be used. suggest product benefits or suggest usage sugg

6、est the company or product image. distinguish the products positioning relative to the competition. be attractive and stand out among a group of other brands. Selling pointsSelling point - a characteristic of something that is up for sale that makes it attractive to potential customers.Watch the fol

7、lowing advertisements. What are their selling points respectively? ReadingRead the newspaper article about large supermarket chains in the UK on P44. How are they stretching their brands into new markets?QuestionsWhy are the large UK supermarket chains diversifying?How are the supermarkets able to a

8、ttract business in the banking sector?What are the risks involved with brand stretching?How do the large supermarket chains encourage brand loyalty.vocabularyBank onRely on to make profits (supermarkets)Have confidence in (customers)an increasingly select number ofThe book is a select collection of

9、poetry from various authors.She was very select in people she invites.vocabularyUnder wayEconomic recovery is already under way.Under way/in the way/on the wayThe yearly campaign to raise funds for the Red Cross is already _.Although he thought he was helping us prepare dinner, he was only _. When h

10、e phoned me this morning, I was _ to the supermarket.Own-label clothing 自己品牌的服裝Own label product自有品牌產(chǎn)品cut-pricecut-price goods/fares減價(jià)商品/票acut-price store/supermarket折價(jià)店/超市To be set to do sth.Electricity prices are set to go up again.vocabularypublicitySeek publicityAvoid publicityPublicity driveThe

11、 book was published a year ago, but it didnt sell well because of lack of publicity.SpeakingImagine your local supermarket offered its own brand of the products and services mentioned in the article. Would you buy them? Why / Why not?Brand stretching refers to the use of an established brand name fo

12、r products in unrelated markets.Hongta Tobacco Group/Hongta PaintYAMAHABrand extension refers to the use of a successful brand name to launch a new or modified product in a same broad market. HaierCarrefourMarlboro classicsRalph Laurens Polo ReadingLook at the extracts from advertising leaflets for

13、Sainsburys Bank. Match them with the financial products in the box.What would be the advantages and disadvantages of buying all of these financial products from the same provider?Phrases No-claims discount = no-claims bonus無索賠折扣/獎(jiǎng)金An amount subtracted from the money paid to an insurance company, bec

14、ause no claims have been made for a particular periodWithin daysDont need to wait for a very long timeFixed rate固定利率Reward points 獎(jiǎng)勵(lì)積分Cover 給上保險(xiǎn)ListeningDavid Noble, Director of Marketing at Sainsburys Bank, talks about the marketing of Sainsburys financial services. Listen and answer the questions

15、on P46.Sainsburys Supermarkets Ltd is one of the UKs leading grocery retailers with over 900 stores in the UK. Sainsburys Asia Ltd is the in-house sourcing network for Sainsburys with its Head Office in Hong Kong. Listen to the interview again. This time, the cassette will pause at certain points. Choose the best phrase from the list on P46 to continue the conversation.SpeakingUse some of the phrases in the box to give a brief summary of David Nobles inter