《贸易商务英语》课件Unit 1 Brands

1、QuotationTruly great brands are more than just labels for products.Sir Anthony Joseph Francis OReilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Irelands first billionaire, he remains one of Irelands

2、richest citizens. He is popularly known within Ireland as Tony OReilly.AList some of your favorite brands & answer these questions.1. Are they international or national brands?2. What image and qualities does each one have?3. Why do people buy brands?4. Why do you think some people dislike brands?5.

3、 How loyal are you to the brands you have chosen?value for money luxurious timeless well-made top of the range durable inexpensive coolreliable stylish fashionable well-designedBA recent survey named the brands below as the worlds top ten. Which do you think is number one? Rank the others in order.1

4、23567Check your answer on page 144. Are you surprised?41098CListen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?Speaker 1: pro brandsSpeaker 2: anti brandsBranded products are of good quality and reliable; stylish and have a good design. Peo

5、ple buy branded products because they want to show others they have style and good taste.People buy branded products and its so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You cant always buy the genuine products.AMatch these word partne

6、rships to their meanings.1 loyalty2 image3 stretching4 awareness5 namethe name given to a product by the company that makes itusing an existing name on another type of productthe ideas and beliefs people have about a brandthe tendency to always buy a particular brandhow familiar people are with a br

7、andBRAND6 launch7 lifecycle8 range9 placement10 endorsementf) the set of products made by a companyg) the use of a well-known person to advertise productsh) when products are used in films or TV programsi) the introduction of a product to the marketj) the length of time people continue to buy a prod

8、uctPRODUCTBComplete these sentences with word partnerships from Exercise A.BRAND1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of _.2 Consumers who always buy Levis when they need a new pair of jeans are showing _.3 Not enough people recognize our logo; we need

9、 to spend a lot more on raising _.brand stretchingPRODUCT1 David Beckham advertising Vodafone is an example of _.2 A _ consists of introduction, growth, maturity and decline.3 The use of BMW cars and Nokia phones in James bond films are examples of _. brand loyaltybrand awarenessproduct endorsementp

10、roduct lifecycleproduct placementASandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. She talks about why we need brands. Listen and complete these extracts. Brands are all about _.You know what a brand is _, what it _, what its going to _.You ac

11、tually trust it to _ _ _ _ again.One thing about brands is they add a lot of _ and _ and _, as well as giving you the power to _ things.trustaboutmeansdeliverdelivertimetimeandcolorenjoymentfunchooseBListen to the second part of the interview and tick the points below which Sandra makes.People are v

12、ery loyal to successful brands.Even successful brands are seen as just a product or a service.Apple was popular because it wasnt a big corporation.Apple customers felt that the Mac was an easy product to use.CListen to the example Sandra gives of how Wolff-Olins helped a company with its branding an

13、d aswer these questions.What was the company?What is its business sector?What advice did they receive?Orange Mobile phonesNot to call the service Microtel, but to create something completely new, based on the idea of optimism.AWhy do some companies make luxury products abroad rather than at home?BRe

14、ad the article and answer these questions.1 Which brands are mentioned? Which country is each of them from?Coach USA, Burberry UK, Gucci Italy, Prada - Italy2 Which companies make all of their products in their own country?Gucci: Serge Weinberg of PPR says it will not move Guccis production offshore

15、. (line 52)CWhich of the following statements are true?Coach on longer has factory in Puerto Rico.Coach, like many other companies, is outsourcing its products to reduce costs.Some Japanese people choose to buy Burberry products made in Europe rather than in Japan.Sanyos store in Tokyo sells Burberr

16、y products made only in Asia.According to Domenico De Sole, the best luxury products are made in Japan.Gucci is planning to outsource some of its products.Patrizio Bertelli believes that luxury fashion products should always be made in Europe.Amitava Chattopadhyay says that companies need to pay car

17、eful attention to where they manufacture their products.truetruetruefalsefalsefalsefalsetrueDChoose the best summary of the article.Most manufacturers of luxury brands do not wish to produce their goods in low-cost countries because they believe that it will damage their brand image.Most manufacture

18、rs of top brands now produce their goods in low-cost countries. Consumers no longer care about where the products are manufactured.Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands.T

19、he present simple and the present continuous have several uses.We use the present simple to give factual information, for example about company activities.Many luxury brands make their products in low-cost markets abroad rather than at home.Burberry has many Asian licensing arrangements.Coach, the U

20、S leather goods maker, outsources all its products to lower the costs.We use the present simple to talk about routine activities or habits.Mr. Henson always arrives at the office at 8:30.They usually go out on Sundays.I sometimes go exercising in the fitness center after work.We use the present cont

21、inuous to talk about ongoing situations and projects.Many European fashion labels are either already manufacturing in Asia or thinking about it.Coach, like many other companies, is outsourcing its products to reduce costs.Scientists are trying to work out new ways to protect the environment.We use t

22、he present continuous to talk about temporary situations.I am teaching an adult class this weekend.She is working in McDonald during the summer holiday.He is living with his uncle now.The factory is working round the clock to meet the rising demand.AWhich of the time expressions are usually used wit

23、h the present simple? Which are often used with the present continuous? Which are used with both? usually this year every day now often nowadays once a month currently at the moment these days(PS)(PC)(PS)(PC)(PS)(PC)(PS)(PC & PS)(PC & PS)(PC & PS)BComplete the sentences with the present simple or th

24、e present continuous forms of the verbs in brackets.1 a) This year we _ (try) to develop a brand with personality. b) We usually _ (develop) brands that say something.2 a) Powerful brand names _ (create) strong consumer loyalty. b) At the moment we _ (look) for a new brand name that suggests somethi

25、ng about the products benefits and qualities.3 a) LOreal _ (sell) cosmetics and toiletries to consumers around the world. b) This year LOreal _ (invest) over 180m in R & D.4 a) The marketing department always _ (keep) within its budget. b) Because the company made a loss last year, the marketing dep

26、artment _ (try) to reduce costs.are tryingdevelopcreateare lookingsellsis investingkeepsis tryingCComplete the text below with the present simple or the present continuous forms of the verbs in brackets.At the moment I _ (work) for a cosmetics company. We offer a full range of cosmetic products and

27、_ (sell) cosmetics and toiletries around the world. Our main cosmetics brand _ (dominate) the French market and it _ (do) well in the rest of Europe at the moment, too. In fact, the brand _ (become) more and more popular throughout the world and our market share _ (grow) every day.We usually _ (deve

28、lop) and _ (extend) products under our existing brand name. The brand is distinctive and _ (stand) out from the competition. However, this year we _ (create) a completely new brand of cosmetics.am workingselldominatesis doingis becomingis growingdevelopextendstandsare creatingCase 1Harley DavidsonHa

29、rley-Davidson Inc is an American motorcycle manufacturer and was one of the two major American motorcycle manufacturers to survive the Great Depression. The company sells heavyweight motorcycles designed for cruising on highways. Harley-Davidson motorcycles have a distinctive design and reflect the

30、styles of classic Harley designs. Marlon BrandoElton JohnThe Rolling StonesQuestions1 What is the brand image of Harley Davidson?2 Why were many people unhappy about the music at the party?3 What problem could Harley Davidson have in the future?4 What can Harley Davidson do to preserve its sales? Sh

31、ould it change its brand image? Should it look for new market segments? Should it stretch its brand?It is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One.Because the performer was Elton John, not the Rolling Stones.Their customers will be getting older

32、, and their market shrinking.They could try to appeal to younger customers, but this may put off existing and potential older ones.Case 2JCB, also called J. C. Bamford, a British manufacturer of heavy industrial and agricultural vehicles; hence JCB can also mean a backhoe digger/excavator in Britain

33、 and Europe. JCBQuestionsWhere does the name JCB come from?What was surprising about JCBs customer research?What sort of products do you think JCB developed as a result of its research?Can you think of a similar example of brand-stretching in your country?It comes from the name of its founder.Adults

34、 and children had very different images of thecompany. Adults saw the brand as being very British,with an image of quality and being functional. Children,on the other hand, saw the brand as big, muddy andfun.AListen to the conversation and answer the questions.1 Why do the marketing executives at Ma

35、rvel Plc want to license their Luc Fontaine product range?Because they want to increase their revenue.2 What advantages does Susan Li offer to Marvel?Shes well-known in Asia and has an excellent reputation in the industry. Shes got a modern factory and a large customer base, and is good at marketing

36、 and hard-working.3 According to Barbara, what is the disadvantage of offering a license to Susan Li?All her products sell at the lower end of the market. Theyre in the cheaper price ranges. But the Luc Fontaine range is exclusive so it is not a good match for what shes selling.4 What suggestions do

37、es Barbara make to her colleagues?She suggests they contact Hiroshi Takahashi in Nagoya. He has a health-care company that is doing really well. He makes various skin products and sells them under well-known European labels.BMarcia Alain, how about this? Is she the right person for us?Alain Definite

38、ly. In my opinion, shes ideal.Marcia Right. Valerie, what ?Valerie I because shes very good at marketing. Ive met her several times.Marcia Barbara, youre shaking your head. .?Barbara Im agree. I dont think shes suitable at all.Marcia So what do you suggest then?Barbara find someone else. I do have s

39、omeone in mind.Barbara In my opinion, his company has a lot to offer. meet him and see if hes interested?Listen again and complete the extracts. do you feeldo you thinkagreeWhats youropinionafraid I cantI think we shouldWhy dont weCWhich of the phrases in Exercise B are:1 asking for opinions? 3 agre

40、eing or disagreeing?2 giving opinions? 4 making suggestions?DRole play this situation.Jonson, a large department store in Chicago, USA, is losing money. Its main product areas are food, clothing and household furniture. Seventy percent of its revenue comes from clothing, twenty-two percent from food

41、 and eight percent from furniture. Three directors of the company meet to discuss the companys problems and how to solve them.Student A: turn to page 141Student B: turn to page 147Student C: turn to page 1491, 2, 433, 56, 7CASE STUDYCaferomaBackground Company ProductBrandImageFeaturesPriceHeadquarters Pan European Food & Drink CompanyCoffee CaferomaExclusive, Italian-style, ground coffee for gourmetsStrong flavor, slightly bitter tasteHighTurin, ItalyCASE