学术英语(管理)-Unit+7

Unit7BrandsandBranding学术英语管理AcademicEnglishforBusinessUnit7BrandsandBrandingUnit7BrandsandBrandingUnit7BrandsandBranding•Lead-in•TextA•TextB•Listening•Speaking•WritingUnitContentsUnit7BrandsandBrandingUnit7BrandsandBranding•Lead-inActivity1Activity2Activity3Activity4Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inActivity1Whatarethefamousbrandsontopofyourmind?Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity1Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inWhatarethephysicalcharacteristicsofthesebrands?Forexample,isitaname,alogo,apicture,orapieceofmusicoranimation?Activity2Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity2Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inWhatemotiondothesebrandsarouseinyou?Activity3Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity3Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inWhichismoreimportantforabrand,thephysicalattributesortheemotionalassociations?Activity4Unit7BrandsandBrandingUnit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity4•TextAUnit7BrandsandBranding1)CriticalthinkingandreadingofTextA2)Languagebuilding-upTheImportanceofBrandsUnit7BrandsandBrandingSeveralterms•brand品牌•branding:effortsoncreating,maintaining,andaddingmorevalueto,abrand品牌建设•brandvalue品牌价值•brandequity品牌资产•brandedproducts(orservices)品牌产品(或服务）Unit7BrandsandBrandingTheImportanceofBrandsTextanalysis1.Theauthorusesexamplestointroducethetopic:branding(paragraph1)2.Definitionofbrand.(Paragraphs2,8,9,10)3.Definitionofbrandexperience(Paragraph3)TextACriticalreadingandthinkingUnit7BrandsandBrandingWhatisbrand?•ScanthetextandunderlineallsentencesbeginningwithAbrandis...orAbranddoes(orotherverbs)...TextACriticalreadingandthinkingUnit7BrandsandBrandingWhatisbrand?•Para.2:Abrandisacombinationofdifferentiatingattributesthatconnectonanemotionallevelwithdesiredmarkets.Abrandaffectsthethoughtprocessandtheemotionalresponsesofanaudience.Abrandisarelationship.Abrandcreatesvalue.Abrandtouchesthecoreemotionsandvaluesofitsconstituents.•TranslatethisparagraphintoChineseCriticalreadingandthinkingTextAUnit7BrandsandBranding•Para.8:...abrandistheresultofanaggregateofimpressionsprovidedthroughanynumberoftouchpoints•Para.9:Astrongbrand•createsdifferentiation,•inspiresloyalty,•inspirestrust,•enduresandbecomememorable,•createsevangelism,and•invitespresscoverage.CriticalreadingandthinkingTextAUnit7BrandsandBrandingUltimatedefinition•Para.10:Abrandisarelationshipbetweenanorganization,product,orserviceandapotentialbuyer.CriticalreadingandthinkingTextAUnit7BrandsandBrandingFillinthefollowingtableonbrandexperienceDefinitionofbrandexperienceObjectiveofbrandexperience--For-profitorganizations--NonprofitorganizationsExamplesofbrandexperience--aconsumerbank--aregionalcoffeecompanyLessonsdrawnfromexamplesWhyisbrandexperienceimportant?CriticalreadingandthinkingTextAUnit7BrandsandBrandingkeyDefinitionofbrandexperienceWhenanaudienceengagesyourbrandinperson,throughthemedia,orinotherways,itiscalledabrandexperience.Objectiveofbrandexperience--For-profitorganizations--Nonprofitorganizations--Leavingthecustomerfeelingsatisfiedandeagerto—oratleastwillingto—engagethebrandagain;--MakingthepersonwhoexperiencesthebrandafanandpassthatinformationontoothersExamplesofbrandexperience--aconsumerbank--aregionalcoffeecompany--Advertisinginconsistentwithbranchexperience--ColorschemeofdirectmailsinconsistentwiththatofthekioskTextACriticalreadingandthinkingUnit7BrandsandBrandingTextALessonsdrawnfromexamplesBrandexperienceshouldbeconsistentandcontrolledbytheorganizationateverypointofcontactWhyisbrandexperienceimportant?Abrandistheresultofanaggregateofimpressionsprovidedthroughanynumberoftouchpoints.Ittakesmanypositiveimpressionstocementtheaudience’simpressionofanorganizationanditsbrand,whereasitcantakejustoneincongruentorunpleasantexperiencetoweakenorevenunravelanorganization’simageorbrand.CriticalreadingandthinkingkeyUnit7BrandsandBrandingDrawlinestomatchthefollowingsynonymoustermsalltakenfromTextA.Sometimesmorethanonematchispossible.•firm•genericproducts•brandingprogram•touchpoint•disconnect•directmail•mailer•pointofengagement•inconsistency•company•marketingcommunicationprogram•incongruence•agency•nonbrandedproduct•promotion•mediaprogramTextALanguagebuilding-upUnit7BrandsandBrandingSignpostlanguage:causeandeffect•Causesbecausethereason(s)thecause(s)isduetoiscausedbysinceresultedfromledto•EffectsthereforeconsequentlythusasaconsequenceledtotheresultsasaresulttheeffectwasresultedintheoutcomeonthataccountTextALanguagebuilding-upUnit7BrandsandBrandingFormalEnglishparaphrasethefollowingsentencesinyourownlanguage.•WhydoNikeshoessellfora70%premiumovergenericathleticshoes?•Brandedproducts,services,andcompaniesarewort