商务英语 Unit 2 Brands.ppt

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 worlds 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.,c,a recent survey named the brands below as the worlds top ten. which do you think is number one? rank the others in order.,1,2,3,4,5,6,7,8,9,10,check your answer on page 156. are you surprised?,what are the advantages of branded goods for:,- 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,- make shopping a lot easier - buy reliable products, - high prestige brands enhance ones status,a) the manufacturer?,b) the consumer?,brand,luxury,classic,awareness,image,stretching,loyalty,leader,manager,word partnerships with the word brand,.,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,luxury brand classic brand brand awareness brand image brand stretching brand loyalty brand leader brand manager,b,complete these sentences with word partnerships from the list.,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 volvos _ is that of a well-engineered, upmarket, safe car. 4 suchard is a _ of swiss chocolate.,brand manager,luxury brand,classic brand,brand awareness,brand image,brand stretching,brand loyalty,brand leader,a,lynne fielding, a marketing specialist, is talking about branding. complete this extract from the interview with the words below.,competitors,money,name,differentiate,synergy,quality,“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 _.,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,background information,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.,hagen-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.,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 uks leading private automobile insurer, and it has more than 5 million customers across its lines of business. companys 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.,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.,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.,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.,b,listen to the second part of the interview and complete the chart.,brands,stand-alone or _brands _ _ _ _,corporate or _ brands _ _ _ _,individual,family,ariel,heinz,haagan daz,virgin,direct line insurance,marks & spencer,marlboro,levis,c,listen to the last part and complete the summary below.,1 customers want: a) b) c) 2 customers like to: a) rely on the . guaranteed by the company. b) products c) with brands.,new brands,choice,different products,quality levels,trust,identify,a,discuss these questions before you read the article.,1 do you own a product which is an illegal copy of a well-known brand? if so, what is it? where did you buy it? how much did it cost? 2 how can manufacturers protect their brands from piracy?,1 global offensive 2 counterfeiter 3 copyright abuse 4 a network 5 merchandise 6 corporate strategy 7 logo 8 licensing rights 9 rip off 10 restructure,plans of a company to achieve its objectives agreements which allow a company to make and sell a registered product locally taking strong action all over the world a person who copies goods in order to trick people copy someone elses work, for example their designs, without permission a large number of people or organization working together as a system goods for sale change the way something is organized the symbol of a company or other organization sell illegal copies of a brand as if they are the real thing,b,match the words and phrases with the definitions.,1. south africa is part of the _ against the illicit trade and smuggling of counterfeit goods. 2. it does show that a monopoly results in consumers paying a ridiculously high price for the_ . 3. russia has recently toughened measures against _ and counterfeiting and improved protection and enforcement of intellectual property rights 4. chrontel has over 100 employees at our main headquarters and a global _ of sales offices. 5. following the trail of a _, the feds show up in santa barbara with their own version of lassiter and shawn.,global offensive,merchandise,copyright abuse,network,counterfeiter,supplementary exercise,restructure,licensing rights,corporate strategies,logo,rip off,supplementary exercise,1 a key objective of the_ is to minimize academic and organizational boundaries to encourage growth in new research areas. 2 we should take measures to protect _of music in video games. 3 our _are creating a family-like atmosphere and encouraging employees to set goals. 4 the _ of our company is designed by a world-known fashion designer. 5 why doesnt the donox company ever think up any original ideas? all they ever do is to _their competitors!,important words and expressions,victim fight back distinctive do something relatively passive approach tough,entire establish external specialist uncover corporate aggressively investment sign,target alongside baseball cap reduce damage link (to) be amazed at executive,calvin richard klein (born november 19, 1942) is a well-known american fashion designer. in 1968, he launched the company that would later become calvin klein inc. in addition to clothing, calvin klein also gave his name to a range of perfumes, including ck one and ck be, now owned by coty inc. swatch group manufactures watches and jewelry under the calvin klein and calvin klein jeans brands.,ralph lauren (born ralph lifschitz on october 14, 1939) is an american fashion designer and business executive. he is most notable for his polo ralph lauren clothing brand.,background information,the house of gucci, better known as simply gucci, is an italian french-owned fashion and leather goods label. it was founded by guccio gucci (b.1881 - d.1953) in florence in 1906. gucci is considered one of the most famous, prestigious, and easily recognizable fashion brands in the world.,the house of chanel, more commonly known as chanel, is a parisian fashion house in france founded by gabrielle bonheur “coco“ chanel (1883 - d.1971). according to forbes, the privately held house of chanel is jointly owned by alain wertheimer and gerard wertheimer who are the grandsons of the early (1924) chanel partner pierre wertheimer.,background information,read the article & answer the following questions,1 which calvin klein products are commonly copied?,2 why is the problem getting worse?,the commonly copied products are t-shirts, jeans and baseball caps.,because calvin klein has become a better known brand, and is therefore more profitable to copy.,3 what was calvin kleins attitude to counterfeiting in the past?,they took a relatively passive approach to counterfeit problems in the past.,6 why has the company changed its way of dealing with counterfeiters?,because counterfeiting has increased sharply, which not only reduces its sales, but also damages the brand image.,5 what has the company done to change the way its business operates and to increase its size?,it has expanded its business outside n. america, increased advertising and signed licensing deals with partners for whole regions rather than individual countries.,4 how is the company dealing with the piracy problem?,they set up a network of employees and external specialists to uncover copyright abuse.,complete the rules with the words past simple or present perfect.,we use the _ to connect the present to the past. one of its main uses is to show the relevance of a past event in the present: calvin klein has been a leading fashion designer since the mid-1970s. we use the _ to talk about a finished action at a definite time in the past. in the past, calvin klein took a passive approach to the problem.,present perfect,past simple,supplementary exercise,calvin klein _ (have) problems with counterfeiters selling poor-quality merchandise bearing his brand name for a long time. most people feel that “phone rage” _ (become) more common over the past 5 years. do you still remember any of the new words we _ (learn) last semester? the police _ (impound) his car last week for speeding and _ (not return) to him yet. since the beginning of this month, share prices _ (keep) falling all the time. he _ (go) on holiday last week and, up to now, i _ (not hear) a word from him. for many years, they_ (try) to protect their designs from being copied, but _ (achieve) no positive results.,have had,have become,learned,impounded,have not returned,have kept,went,havent heard,have tried,have achieved,memo,to: peter scholfield from: jaqueline delacroix date: 5 july,re: counterfeiting,im worried about the sales of the range of fragrances we _ (launch) two years ago. in the first year, sales _ (increase) steadily. however, since the beginning of this year, sales _ (fall) by almost 10%. the reason for this is clear. several firms in se asia _ (copy) our designs and are now flooding the french market with them. this _ (become) a serious problem. last month, i _ (organize) a team of investigators. up to now, they _ (find) many counterfeit goods, which the police _ (seize) and impounded. yesterday, i _ (contact) several firms who _ (inform) me that they _ (have) similar problems. they all _ (lose) sales because of counterfeiting.,launched,increased,have fallen,have copied,has become,organized,have found,have seized,contacted,informed,have had,have lost,you are s self-employed young fashion designer at the start of your career. a large store is selling t shirts which look exactly the same as some of your new designs which you havent sold yet. you meet the general manager of the store to make your complaint and ask for financial compensation.,work in pairs. role play either the fashion designer or the general manager.,you are going to meet a young designer who thinks you have stolen their designs. it is quite common for the stores design team to get ideas for products from student fashion shows and art school exhibitions. be sympathetic, but admit nothing.,fashion designer,general manager,situational dialogue,case 1,mcdonalds,burger king, often abbreviated to bk, is a global chain of hamburger fast food restaurants. burger king is headquartered in miami, florida, united states.,wendys old fashioned hamburgers is an international chain of fast food restaurants founded on november 15, 1969, in columbus, ohio. as of december 2006, wendys was the worlds third largest hamburger fast food chain with approximately 6,700 locations following mcdonalds 31,000 locations and burger kings 11,200 locations.,why was this promotion unpopular with customers?,the promotion was unpopular because it gave a misleading impression of the price. when the price of the french fries and drink at the full price were taken into account, the discount on the whole meal amounted to almost zero.,how do you think mcdonalds dealt with the situation?,mcdonalds withdrew the promotion and cancelled the campaign. it also announced a major reorganization in its management structure.,questions,case 2,pepsi,the harrier jump jet, often referred to as just “harrier“ or “the jump jet“, is a british designed military jet aircraft capable of vertical/short takeoff and landing. the harrier family is the only truly successful design of this type from the many that arose in the 1960s.,pepsi stuff refers to a promotion launched by pepsico in the 1990s and continuing into the 2000s featuring merchandise that could be purchased with pepsi points. customers can acquire points from specially marked pepsi packages and fountain cups.,what did john leonard claim from pepsi cola? how?,john leonard claimed a harrier jump jet by buying 7,000,000 pepsi stuff points at 10 cents each: a cost of $700,000 for a machine that normally costs seven million dollars.,why did pepsi cola have described his claim as not serious?,pepsi described his claim as frivolous because the advertisement was meant as joke. however, when customers really saved up 7 million points by buying pepsi products, it refused to give the prize to them.,questions,case 3,irish tourist board,the shamrock has been registered as a trademark by the government of ireland. in northern ireland, it is also used by the northern ireland tourist board.,the cranberries are an irish rock band formed in 1990 under the name the cranberry saw us.,why do you think the irish people disliked the logo so much?,many people felt there was no need to get rid of the shamrock, which has been the symbol of irish tourism for the past 30 years. they also found it difficult to work out what the new symbol was and interpreted it in hundreds of ways, for example: two sumo wrestlers（相扑运动员） preparing to fight; two crabs meeting; two monsters; a viking ship（维京船）.,questions,most businesses have three types of prospects: cold, warm and hot. cold prospects know little or nothing about your business. warm prospects are familiar with your company and are about midway through the sales cycle. your companys hot prospects are those closest to closing or whove purchased from you in the past. either youve successfully moved them through the sales cycle by exposing them to multiple marketing messages and sales contacts, or theyve come to you by way of referral and simply need a bit more information or personal selling to make a purchase or sign a contract. when creating your marketing program, its essential to include at least one marketing tactic to reach each of these types of prospects. cold prospects, for example, might be reached through newspaper ads or direct mail, warm prospects via an e-mail marketing campaign, and hot prospects might respond best to powerpoint presentations along with face-to-face selling to add the final heat to close sales. choose a mix of tactics thatll reach and motivate your prospects and fit your companys marketing budget.,a supplementary reading about how to improve sales,factors to be considered when trying to