职业综合英语2Unit5

1、Unit 5 BrandUnit 5BrandUnit 5 BrandContentsListening & Speaking4 Warming-up1Reading A2Reading B3Language Lab7Language Lab7Writing5Mini-project6Unit 5 BrandWarm-1Task Work in pairs. In the table there are some commonly used methods to name a company or brand. Examples of some famous companies or

2、brands are listed below. Discuss with your partner and match the examples with the corresponding methods.Unit 5 BrandUnit 5 BrandReading AReading ATextTask 1Task 2Business Know-howUnit 5 BrandText A-1Reading AUnit 5 BrandText A-2Reading AUnit 5 BrandText A-3Reading A Unit 5 BrandText Reading AUnit 5

3、 BrandText A-5Reading AUnit 5 BrandText Reading AUnit 5 BrandReading AUnit 5 BrandReading AUnit 5 BrandReading AUnit 5 BrandReading AUnit 5 BrandReading AUnit 5 BrandReading AUnit 5 BrandReading Aflavor n. a particular taste of a food or drinkYou may choose from six popular flavors. I dont like the

4、flavor of onion. 这种面包有各种口味。Unit 5 BrandReading Afranchisen. permission given by a company to someone who wants to sell its goods or servicesv. to give or sell a franchise to someone a franchise holder. a franchise agreementHe is starting the first school himself, but subsequent ones will be franchis

5、ed to use the new method. 他购买了热狗专营权。Unit 5 Brandcontaining a lot of things, people, plants, etc. in a small area Traffic slowed down because of the dense fog.There was a dense crowd waiting to see the pop star.我们在茂盛的树林中艰难前行。Reading AdenseUnit 5 Brand(“derive” may be used as an intransitive verb or a

6、 transitive verb): to come from; to obtain or receive from a source This idiom derives from an ancient custom. He has derived great pleasure from reading this book.该英文单词来源于法语。Reading Aderive fromUnit 5 Brandn. one of the things from which something is made, especially one of the foods that are used

7、together to make a particular dish Coconut is a basic ingredient for many curries.Imagination and hard work are the ingredients of success.这个蛋糕是用什么做的？Reading AingredientUnit 5 Brandv. to introduce new things, ideas, or ways of doing something We must constantly adapt or innovate to ensure success in

8、 a growing market.想生意越做越好，就得创新。Reading AinnovateUnit 5 Brandhaving a quality or characteristic that makes something different and easily noticed She has a very distinctive way of keeping fit.战士们穿的军装很醒目。Reading AdistinctiveUnit 5 Branda. unusually good; excellent They are exceptional students.At the

9、age of five, she showed exceptional talent for a musician.消防队员表现得非常勇敢。Reading AexceptionalUnit 5 Brandv. to make something available to the public The new film will be released next month.The commission released its findings.什么时候向报纸公布选举日期才是最佳时机？Reading AreleaseUnit 5 Brand 1-1Task 1 Answer the follo

10、wing questions according to the passage.Reading AUnit 5 Brand 1-2Reading AUnit 5 Brand 2Task 2 Complete the following table according to the passageReading AAbout Hagen-DazsDetails First retail store Creators of Hagen-Dazs First flavors of Hagen-Dazs Other flavors of Hagen-Dazs Methods of selling Fu

11、ture plan of Hagen-DazsUnit 5 BrandBusiness Know-howBusiness Know-how Building up Brand Recognitionl Create a logo to be used consistently. Recognition and uniqueness are more important for the logo than representation of the product/service;l Create a catchy slogan that says something powerful and

12、original, in as few words as possible;l Develop a website, business cards, a letterhead and other related business tools with a consistent theme;l Know the customers and use a branding style that appeals to them. Send your message to them through every possible marketing channel;l Take every opportu

13、nity to leave the customers with a lasting impression.Unit 5 BrandReading BReading BTextTask 1Task 2Unit 5 BrandText Sunshine Fast Food FranchisingSunshine Fast Food FranchisingReading BUnit 5 BrandText Reading BUnit 5 BrandText Reading BUnit 5 BrandText Reading BUnit 5 BrandText Reading BUnit 5 Bra

14、ndReading BUnit 5 BrandReading BUnit 5 BrandReading BUnit 5 BrandReading B Unit 5 BrandReading BUnit 5 BrandB-Task 1Task 1 Decide whether the following statements are true (T) or false (F) according to the passage.Reading B 1. The franchisee needs to pay an initial franchise fee and an annual 17% ro

15、yalty. 2. The franchisor is responsible for leasing office equipment to the franchisee. 3. After receipt of the Request for Consideration Form and approval by the Committee, the prospective franchisee will receive an FDD by email. 4. The franchise fee must be paid before a Franchise Agreement with S

16、FF Franchising is signed. FFTFUnit 5 BrandB-Task 2-1Reading BTask 2 Fill in the blanks with the actions below to help decide an SFF franchise award. Schedule a Discovery Day meeting Review the application by the Committee Sign a Franchise Agreement Interview the applicant by an SFF representative1.

17、Receive a Request for Information2. _3. Issue a Request for Consideration FormFeed the applicantback with “No”Feed the applicantback with “No”Feed the applicantback with “No”4. _YYYYNNNBDUnit 5 BrandB-Task 2-2Reading B6. Phone interview with the president7. _8. Meet and evaluate the applicantFeed th

18、e applicantback with “No”Feed the applicantback with “No”9. _5. Email a Franchise Disclosure DocumentYYYYNNCAUnit 5 BrandListeningListening & SpeakingTask 1Task 2Task 3Task 4Task 5Unit 5 Brand 1Task 1 Two college students are discussing their favorite mobile phone brands. Listen to the conversat

19、ion and tick off the features that have been mentioned for each brand.Listening & SpeakingUnit 5 BrandL-1-Script Listening & SpeakingM: My mobile phone is broken. Ill have to buy a new one.W: What happened?M: I put my phone next to my books. When I picked up the books, the phone fell onto th

20、e floor. Its screen got broken.W: Couldnt you have it repaired?M: I called the Service Center, and they said its not worthwhile to replace the screen since the screen itself is expensive.W: Do you have any idea what brand you are going to buy?M: I think Nokia is OK, although the broken one is a Noki

21、a. I like its operating system. Its more user-Unit 5 BrandL-Task 2Listening & SpeakingTask 2 Mr. Marlon and Ms. Diaz are talking about brand protection. Listen to the conversation and choose the best answer to each question you hear.1. A. Registering the company. B. Registering a trademark. C. R

22、egistering the business name.2. A. Reproduce his brand or logo. B. Pay the copyright protection charges. C. Bring an action against other traders who violate his copyright.3. A. Business names are not exclusive. B. Business names are not easily recognizable. C. Business names are not effective.Unit

23、5 BrandL-2-Script Listening & SpeakingW: I heard that the brand protection measures of your company have been successful. What are the major approaches that you take?M: Well, registering a trademark is the best way to protect your brand or logo.W: Some people say that copyright law helps to prot

24、ect brands or logos, is it so?M: Yes. Under the protection of the copyright law, the owner of a copyright of his own brand or logo is allowed to reproduce his brand or logo, advertise his brand or logo to the public, and bring an action against other traders who violate his copyright.Unit 5 BrandL-T

25、ask 3Listening & SpeakingTask 3 Mr. Denver is discussing the pricing of his companys products with Ms. Jones. Listen to the conversation and decide whether the following statements are true (T) or false (F).TMr. Denver believes that the price of a product could be justified by its brand name.2.

26、Mr. Denver disagrees to win customers by lowering prices.3. Ms. Jones suggested a reduction of 10% of the price offered.TFUnit 5 BrandL-3-Script Listening & SpeakingW: Your offer has been carefully studied, Mr. Denver.M: What do you think of it, Ms. Jones?W: We think your price is much higher th

27、an our expectation, even if your quality is the first class.M: Im glad you acknowledge the quality of our products. I remember youve once said that quality is the most important in determining the price. Also, youre certainly aware of the value of our brand. Its high reputation and our excellent ser

28、vice also justify the price.W: But quality and brand name is not everything. Seeing the market weakening, many companies are reducing their prices, which attracts more consumers Unit 5 BrandL-Task 4Task 4 Ms. White is talking with the exporter Mr. Ford about the packaging for her order. Listen to th

29、e conversation and tick off the reasons Ms. White holds against using cartons.Listening & SpeakingCartons are more expensive.Cartons are not strong enough.Cartons are not waterproof.Cartons do not appeal to the eye.Cartons are light.Cartons increase the risk of theft.Unit 5 BrandL-4-Script Liste

30、ning & SpeakingW: Mr. Ford, shall we now discuss the packaging? We believe that a unique packaging may help a companys brand stand out.M: Very well. You know, we use a plastic wrapper for each blouse, all ready for window display.W: Good. What about the outer packing?M: Well pack them 10 dozens

31、to one carton.W: Cartons? Could you use wooden cases instead?M: Why use wooden cases?W: Im afraid cartons are not strong enough for such a heavy load.M: The cartons are comparatively light, and therefore easy to handle. Besides, silk blousesUnit 5 BrandL-Task 5-1Task 5 Listen to the passage twice an

32、d fill in the blanks with what you hear. Listening & Speaking A brand is backed by an intangible agreement between a consumer and the company selling the products or services under the brand name. A consumer _ basically agrees to select that brand over others based primarily on the brands reputa

33、tion. Brands have been used since ancient times. For example, people burned singular designs into the skin of their livestock to _, while potters and silversmiths marked their wares with initials or other personal tags. Unit 5 BrandL-Task 5-2Listening & Speaking But it is only since the second h

34、alf of the 19th century that branding evolved into_. The Industrial Revolution, new communication systems, and improved modes of transporting goods made it both easier and m o r e n e c e s s a r y f o r c o m p a n i e s t o _. As manufacturers gained access to national markets, numerous brand name

35、s were born that would achieve national and global status. Procter and Gamble, Kraft, Heinz, Coca-Cola, Kodak, and Sears were a few of the initial brands that would become common household names by the mid-1900s. Before long, _ to recognize and protect brand names, and branding was extended to servi

36、cessuch as car repairas well as products. Thus the brand concept moved into the forefront of modern advertising strategy.Unit 5 BrandWritingWritingTask 1Task 2Task 3Unit 5 BrandW-Task 1-1Task 1 Read the following leaflet and discuss the questions. WritingUnit 5 Brand 1-2Writing What is the goal of t

37、he leaflet?2. What do you think is the suitable size for this leaflet?3. Some messages in the leaflet are given in special printing sizes and styles. Please identify them and explain.4. There are many illustrations in the leaflet. Do you think the leaflet can do without them?Unit 5 BrandW-Task 2Task

38、 2 Put the following portions in their appropriate places in the half-finished leaflet.Writing1. Tours run every Wednesday and Sunday at 9:30 a.m. from Shenzhen Railway Station. Tour does include some light walking. Duration: 8 hours Price: 400 per person incl. bus trip, admission to Disneyland and

39、lunch.4. Hong Kong Disneyland opens its doors to the world and ushers in a new era of Disney magic. Come share the tradition, heritage and fun! Plan your trip today!1. Tours run every Wednesday and Sunday at 9:30 a.m. from Shenzhen Railway Station. Tour does include some light walking. Duration: 8 h

40、ours Price: 400 per person incl. bus trip, admission to Disneyland and lunch.3. Contact Hong Ying Tours On (0755) 34567890 or online:www.honging- 3. Contact Hong Ying Tours On (0755) 34567890 or online:www.honging-4. Hong Kong Disneyland opens its doors to the world and ushers in a new era of Disney

41、 magic. Come share the tradition, heritage and fun! Plan your trip today!Unit 5 BrandW-Task 3Task 3 You are going to open a small caf near the campus. Please make a leaflet to advertise it.WritingUnit 5 BrandMiniWork in groups. Conduct a brand loyalty survey among ten dormitories in your college and

42、 report your survey results to the class.Mini-projectStep 1: Choose a brand of any service or product (toothpaste, fast food restaurant, mobile phone, magazine, etc.).Step 2: Design your own brand loyalty survey form. The following sample survey form about computers is for your reference.Step 3: Han

43、d out the survey forms to ten dormitories in your college.Step 4: Draft a summary of your survey results. The summary should answer the following questions: Which are the top three brands in the brand loyalty survey? What are customers reasons for purchasing these top three brands?Step 5: Report you

44、r survey results to the class. Unit 5 BrandMini-sampleMini-projectUnit 5 BrandLanguage LabLanguage LabTask 1Task 2Task 3Task 4Task 5Unit 5 Brand 1Task 1 Match the words on the left with their meanings on the right. Language LabUnit 5 Brand 2-1 Task 2 Complete the following sentences with the words from Task 1. Change the form if necessary.Language LabUnit 5 Brand 2-2Language LabUnit 5 Brand 3Language LabTask 3 Complete the sent