学术英语(管理)Unit 7市公开课一等奖省名师优质课赛课一等奖课件

TextAUnit7BrandsandBranding1)CriticalthinkingandreadingofTextA2)Languagebuilding-upTheImportanceofBrandsSeveraltermsbrand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）FillinthefollowingtableonbrandexperienceDefinitionofbrandexperienceObjectiveofbrandexperience--For-profitorganizations--NonprofitorganizationsExamplesofbrandexperience--aconsumerbank--aregionalcoffeecompanyLessonsdrawnfromexamplesWhyisbrandexperienceimportant?CriticalreadingandthinkingTextA

keyDefinitionofbrandexperienceWhenanaudienceengagesyourbrandinperson,throughthemedia,orinotherways,itiscalledabrandexperience.Objectiveofbrandexperience--For-profitorganizations--Nonprofitorganizations--Leavingthecustomerfeelingsatisfiedandeagerto—oratleastwillingto—engagethebrandagain;--MakingthepersonwhoexperiencesthebrandafanandpassthatinformationontoothersExamplesofbrandexperience--aconsumerbank--aregionalcoffeecompany--Advertisinginconsistentwithbranchexperience--ColorschemeofdirectmailsinconsistentwiththatofthekioskTextACriticalreadingandthinkingTextA

LessonsdrawnfromexamplesBrandexperienceshouldbeconsistentandcontrolledbytheorganizationateverypointofcontactWhyisbrandexperienceimportant?Abrandistheresultofanaggregateofimpressionsprovidedthroughanynumberoftouchpoints.Ittakesmanypositiveimpressionstocementtheaudience’simpressionofanorganizationanditsbrand,whereasitcantakejustoneincongruentorunpleasantexperiencetoweakenorevenunravelanorganization’simageorbrand.CriticalreadingandthinkingkeyDrawlinestomatchthefollowingsynonymoustermsalltakenfromTextA.Sometimesmorethanonematchispossible.firm genericproducts brandingprogram touchpointdisconnect directmail

mailerpointofengagementinconsistencycompanymarketingcommunicationprogramincongruenceagencynonbrandedproductpromotionmediaprogramTextALanguagebuilding-upSignpostlanguage:causeandeffectCausesbecausethereason(s)thecause(s)isduetoiscausedbysinceresultedfromledtoEffectsthereforeconsequentlythusasaconsequenceledtotheresultsasaresulttheeffectwasresultedintheoutcomeonthataccountTextALanguagebuilding-upFormalEnglish

paraphrasethefollowingsentencesinyourownlanguage.WhydoNikeshoessellfora70%

premiumover

genericathleticshoes?Brandedproducts,services,andcompaniesareworthmoreandcarrymorerespectthannonbrandedones.TextALanguagebuilding-upkeyWhyareNikeshoes70%moreexpensivethangenericathleticshoes?Brandedproducts,services,andcompaniesareworthmoreandrespectedmorethannonbrandedones.TextALanguagebuilding-upTextA

Whenanaudienceengagesyourbrandinperson,throughthemedia,orinotherways,itiscalleda“brandexperience.”Afewyearsago,whenourmarketingcommunicationsfirmgainedamidsize,statewideconsumerbankasaclient,theyinformedusthattheirpreviousagencyhadcompletedabrandingprogramforthem.Languagebuilding-upKeyWhenanaudiencegetsintouch

withyourbrandinperson,throughthemedia,orinotherways,itiscalleda"brandexperience".Afewyearsago,whenourmarketingcomm