《新编MBA英语综合教程》课件Unit 7

Unit

SevenBrandingLead-in

Lead-in

A.Readthefollowingpassageforinformationaboutcross-culturalcommunication,payingattentiontothewordsandexpressionsinbold.

Brandingisoneofthemostimportantaspectsofanybusiness,largeorsmall,retailorB2B.Aneffectivebrandstrategygivesyouamajoredgeinincreasinglycompetitivemarkets.Simplyput,yourbrandisyourpromisetoyourcustomer.Itisaname,term,design,symbol,orotherfeaturethattellsthemwhattheycanexpectfromyourproductsandservices,anditdifferentiatesyourofferingfromyourcompetitors.Yourbrandisderivedfromwhoyouare,whoyouwanttobeandwhopeopleperceiveyoutobe.Thefoundationofyourbrandisyourlogo.Yourwebsite,packagingandpromotionalmaterials--allofwhichshouldintegrateyourlogo--communicateyourbrand.branding ['brændɪŋ] a. 品牌化retail ['riːteɪl] n. 零售B2B abbr. 企业对企业的电子商务模式strategy ['strætədʒi] n. 战略，策略differentiate [dɪfə'rɛnʃɪet] v. 区分，区别derivefrom v. 来源于perceive [pə'siːv] v. 理解，认知logo ['ləʊgəʊ] n. 商标，标识语packaging ['pækɪdʒɪŋ] n. 包装promotional [prə'məʊʃənl] a. 促销的，奖励的integrate ['ɪntɪgreɪt] v. 使…完整

Lead-inYourbrandstrategyishow,what,where,whenandtowhomyouplanoncommunicatinganddeliveringonyourbrandmessages.Whereyouadvertiseispartofyourbrandstrategy.Yourdistributionchannelsarealsopartofyourbrandstrategy.Andwhatyoucommunicatevisuallyandverballyarepartofyourbrandstrategy,too.Consistent,strategicbrandingleadstoastrongbrandequity,whichmeanstheaddedvaluebroughttoyourcompany'sproductsorservicesthatallowsyoutochargemoreforyourbrandthanwhatidentical,unbrandedproductscommand.Theaddedvalueintrinsictobrandequityfrequentlycomesintheformofperceivedqualityoremotionalattachment.Forexample,Nikeassociatesitsproductswithstarathletes,hopingcustomerswilltransfertheiremotionalattachmentfromtheathletetotheproduct.ForNike,it'snotjusttheshoe'sfeaturesthatselltheshoe.brandequity 品牌资产，品牌价值intrinsic [ɪn'trɪnsɪk] a. 推测athlete ['æθliːt] n. 运动员Lead-in

BrandLoyaltyAcustomer’sfavorableattitudetowardaspecificbrand.BrandImageItreferstothesetofbeliefsthatcustomersholdaboutaparticularbrand.Theseareimportanttodevelopwellsinceanegativebrandimagecanbeverydifficulttoshakeoff.

BrandExtensionItreferstotheuseofasuccessfulbrandnametolaunchanewormodifiedproductinanewmarket.Oncedeveloped,brandsprovideanumbrellaunderwhichmanydifferentproductscanbeoffered—providingacompanytremendouseconomicleverageandstrategicadvantageingeneratingawarenessoftheirofferingsinthemarketplace.Managingbrandsisakeypartoftheproductstrategyofanybusiness,particularlythoseoperatinginhighlycompetitiveconsumermarkets.brandloyalty 品牌忠诚度B.Trytoanswerthefollowingquestionsabout

brandingbriefly.1.Whatisa“brand”?2.HowmanyvaluedimensionsweredevelopedbyHofstede?2.Whatisthefoundationofabrand?Key:1.Abrandiscompany'spromisetocustomers.Itisaname,term,design,symbol,orotherfeaturethattellsthemwhattheycanexpectfromproductsandservices,anditdifferentiatescompany'sofferingfromitscompetitors.Key:2.Thefoundationofbrandisitslogo.Itswebsite,packagingandpromotionalmaterials--allofwhichshouldintegrateitslogo--communicateitsbrand.3.Whatisbrandstrategy?

4.Whatisbrandequity?5.Whatisbrandloyaltyandextension?Key:3.Brandstrategyishow,what,where,whenandtowhomthecompanyplanoncommunicatinganddeliveringonyourbrandmessages.Key:4.Brandequitymeanstheaddedvaluebroughttocompany'sproductsorservicesthatallowsittochargemoreforitsbrandthanwhatidentical,unbrandedproductscommand.Key:5.BrandLoyaltyisacustomer’sfavorableattitudetowardaspecificbrand.BrandExtensionreferstotheuseofasuccessfulbrandnametolaunchanewormodifiedproductinanewmarket.

IntensiveReading

TheRoleoftheLogointheThirdAgeofBrandingTimHillStart-upquestionOneofthemostimportantaspectsofanybrandisitslogo.Howmightthelogochangeasthebrandevolves?

Paragraph1-2

Brandinghascomealongwaysinceitshumblebeginnings.Iwon’tattempttoputadateonsaidhumblebeginnings,forbrandingdatesbackthousandsofyears.It’sevensaidthatevidenceofadvertisinghasbeenfoundamongsttheBabyloniansin3,000BC.Whenbrandingbeganisirrelevantnow,inanycase.What’sreallyinterestingisthejourneyandrudimentaldevelopmentofmarketforces.Uniquesellingpoints,differentiation,qualityassurance,provenance–allmodernterminology,butage-oldtenetsofthefreemarket.humble['hʌmbl]a.谦逊的；简陋的Iwon’tattempttoputadateonsaidhumblebeginnings,forbrandingdatesbackthousandsofyears.我不会试图这个简陋的开端加一个日期，因为品牌化可以追溯到几千年以前。Babylonian[bæbi'ləunjən]n.巴比伦人It’sevensaidthatevidenceofadvertisinghasbeenfoundamongsttheBabyloniansin3,000BC.广告的迹象据说甚至存在于公元前3000年的巴比伦人之中。rudimental[ru:də'mentl]a.基本的，退化的，入门的，初步的What’sreallyinterestingisthejourneyandrudimentaldevelopmentofmarketforces.真正有趣的是市场力量基本发展历程。differentiation[dɪfərenʃɪ'eɪʃn]n.变异provenance['prɒv(ə)nəns]n.出处，起源terminology[tɜːmɪ'nɒlədʒɪ]n.术语tenet['tenɪt]n.原则,信条Uniquesellingpoints,differentiation,qualityassurance,provenance–allmodernterminology,butage-oldtenetsofthefreemarket.独特的卖点，差异化，质量保证，起源——所有这些现代术语，但也属于自由市场的古老信条。CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.What’sreallyinterestingisthejourneyand___a___(基本的)developmentofmarketforces.Uniquesellingpoints,differentiation,qualityassurance,provenance–allmodern__b__(术语),butage-oldtenetsofthefreemarket.Key：

a.rudimentalb.terminology

Paragraph3

Theideathatwe’verecentlytransitionedintoathirdageofbrandingisonewe’vediscussedpreviously,butit’sathemesoexpansivethatinmanywaysIfeelwe’vebarelyscratchedthesurface.Ifyouconsiderthatthesecondageofbranding(thatwhichwe’vejustleft)wasevidentacrossthemajorityofthose5,000plusyears,thentheconnotationsofthisnewworldisonewithincrediblyrichandwide-rangingimplications–forbrandsbigandsmall,youngandold,allovertheworld.CompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.Theideathatwe’verecentlytransitionedintoathirdageofbrandingisonewe’vediscussedpreviously,but______________________________(这个主题过于广泛以至于在很多方面我感觉我们只是浅尝即止).key:it’sathemesoexpansivethatinmanywaysIfeelwe’vebarelyscratchedthesurface.transition[træn'zɪʃən]v.过渡，转变Theideathatwe’verecentlytransitionedintoathirdageofbrandingisonewe’vediscussedpreviously……

我们已经过渡到品牌化的第三个时代的想法之前已探讨过了……connotation[kɑnə'teʃən]n.内涵implication[ɪmplɪ'keɪʃ(ə)n]n.含义，暗示Ifyouconsiderthatthesecondageofbranding(thatwhichwe’vejustleft)wasevidentacrossthemajorityofthose5,000plusyears,thentheconnotationsofthisnewworldisonewithincrediblyrichandwide-rangingimplications如果你认为品牌化的第二时代在5000多年的大部分时间里显而易见，那么新世界的内涵就是丰富而广泛的。CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.The____a____(内涵)ofthisnewworldisonewithincrediblyrichandwide-ranging______b____（含义）forbrandsbigandsmall,youngandold,allovertheworld.key:a.connotationb.implicationsCompletethefollowingsentenceswithonefunctionword.Ifyouconsiderthatthesecondageofbranding(thatwhichwe’vejustleft)wasevident___themajorityofthose5,000plusyears,thentheconnotationsofthisnewworldisonewithincrediblyrichandwide-rangingimplications.key:across

Paragraph4

OneofthewaysinwhichI’vepreviouslyexpressedthisshiftisthatbrandsarenolongerconstructedintheivorytowersofMadisonAvenue,broughttolifeandromanticisedsobrilliantlybyMadMen.Theroleofthemarketerisstillimportant,but,likeaparentseeingtheirchildtakingtheirfirststepsoutintothewiderworld,marketersmusthavebeliefandconfidenceintheintegrityoftheirbrandtostayafloatandstandonitsowntwofeetinanenvironmentoverwhichtheyhavefleetingcontrol.CompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.OneofthewaysinwhichI’vepreviouslyexpressedthisshiftis________________________________(品牌不再是从麦迪逊大道上的象牙塔里构造出来的),broughttolifeandromanticisedsobrilliantlybyMadMen.key:thatbrandsarenolongerconstructedintheivorytowersofMadisonAvenuemarketer['mɑ:kitə]n.市场营销人员integrity[ɪn'tegrɪtɪ]n.完整，正直afloat[ə'fləʊt]a.飘浮的fleeting['fli:tɪŋ]a.飞逝的，短暂的Marketersmusthavebeliefandconfidenceintheintegrityoftheirbrandtostayafloatandstandonitsowntwofeetinanenvironmentoverwhichtheyhavefleetingcontrol.市场营销人员必须对品牌完整性有信心，以便坚持下去，并且在只能短暂撑控的环境中独立生存下去。Completethefollowingsentenceswithonefunctionword.Marketersmusthavebeliefandconfidence___theintegrityoftheirbrandtostayafloatandstandonitsowntwofeetinanenvironment____whichtheyhavefleetingcontrol.key:in,over

Paragraph5

Assuch,thelogo–arelativelytiny,universalmarkthatembodiesthevalues,ethics,traitsandperceptionofanentireorganisation–issomethingthatimmediatelycomestomindasadichotomouspresenceinthethirdageofbranding.Inmanyways,isn’tthelogotheantithesisofthethirdage?Isn’tagrandioseinvestmentinalogomeaninglesswhenunsupportedbyaconsistent,authenticbrandexperience?embody[ɪm'bɑdi]v.体现，使具体化ethics['eθɪks]n.伦理观，道德标准dichotomous[daɪ'kɑtəməs]a.分成两个的Thelogo–arelativelytiny,universalmarkthatembodiesthevalues,ethics,traitsandperceptionofanentireorganisation–issomethingthatimmediatelycomestomindasadichotomouspresenceinthethirdageofbranding.商标——一个相对微小、普遍的标志，体现了整体组织的价值观、伦理观、特征、感知，它在品牌化第三时代作为二分存在立刻会出现在头脑中。CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.

Thelogo–arelativelytiny,universalmarkthat___a___(体现)thevalues,ethics,traitsandperceptionofanentireorganisation–issomethingthatimmediatelycomestomindasa____b____(分成两个的)presenceinthethirdageofbranding.key:a.embodiesb.dichotomousantithesis[æn'tɪθəsɪs]n.对立面，对照grandiose['ɡrændɪos]n.宏伟的，堂皇的Inmanyways,isn’tthelogotheantithesisofthethirdage?Isn’tagrandioseinvestmentinalogomeaninglesswhenunsupportedbyaconsistent,authenticbrandexperience?在很多方面，难道商标不是第三时代的对立面吗？如果没有持续、真实的品牌体验的支持，难道对商标的宏大投资就没有意义吗？

Paragraph6-7

Indeed,formany,logosaremerelyahangoverfromold-schoolbrandingprioritisations,ananachronisticapproachtothedifferentiationofproductsorservices.Howmuchimportancedoconsumersreallyplaceonacopyrightedpantoneorabrand’sinvestmentinabespoketypeface?Adiscussiononlogochangetendstopolariseintotwoview-points.Onesaysthatlogochangesareunnecessaryandmeaningless.Theothermaintainsthatlogochangeisattheheartofabrandrefresh.Both,however,wouldbewrong.prioritisation[praɪ,ɒrɪtaɪ'zeɪʃən]v.优化anachronistic[ə,nækrə'nɪstɪk]a.时代错误的Logosaremerelyahangoverfromold-schoolbrandingprioritisations,ananachronisticapproachtothedifferentiationofproductsorservices.商标只是守旧的品牌优化，过时的方法切换到商品或服务的差异化。pantone[pænton]n.潘通色卡bespoke[bɪ'spəʊk]a.定做的，预定的Howmuchimportancedoconsumersreallyplaceonacopyrightedpantoneorabrand’sinvestmentinabespoketypeface?消费者对有版权的潘通色卡或对定做字体的品牌投资有多关注？CompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.______________________________________(顾客对有版权的配色有多关注)orabrand’sinvestmentinabespoketypeface?key:Howmuchimportancedoconsumersreallyplaceonacopyrightedpantonepolarise[’pəʊləraɪz]v.极化Adiscussiononlogochangetendstopolariseintotwoview-points.

关于品牌变化的讨论倾向于分化为两种观点。

Paragraph8

Theconfusionstemsfromthefactthatlogosarethemostvisiblepartofabrand.Whenabrandannouncesarefresh,thelogoisthefirstthingthatcatchesthepubliceyeandattention,andistakenatfacevalue.Asaresultofthisinitialimpression,differentbrands–withvastlydifferentstrategicapproachestoabrandrefreshorlaunch–aretarredwiththesamebrush.initial[ɪ'nɪʃəl]a.最初的Asaresultofthisinitialimpression,differentbrands–withvastlydifferentstrategicapproachestoabrandrefreshorlaunch–aretarredwiththesamebrush.由于最初的印象，不同的品牌——运用极其不同的策略方式进行品牌创新或发布——都如出一辙。CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.

Theconfusion__a___(起源)fromthefactthat__b___(商标)arethemostvisiblepartofabrand.key:stemslogoCompletethefollowingsentenceswithonefunctionword.Theconfusionstems____thefactthatlogosarethemostvisiblepartofabrand.key:fromTranslatethefollowingsentencesintoEnglish.由于最初的印象，即使不同的品牌运用各种不同的策略方式更新或发布新品，人们也会觉得是一路货色。Key：1.Asaresultofthisinitialimpression,differentbrands–withvastlydifferentstrategicapproachestoabrandrefreshorlaunch–aretarredwiththesamebrush.

Paragraph9

Astheroleanddefinitionofthebrandevolves,somustthatofthelogo.Brandsarenotstaticorone-dimensional,justasthename‘Google’nowevokesconnotationsofnotjustaproduct,butanentirecultureofthinking,innovation,creativityandemployment.IfwelookatGoogleasanexemplarythird-agebrand,weseethattheystillusetheirbrandmarqueasasealofauthenticationandqualityassurance,butareabletobeplayfulandengagingwithephemeraliterationsduetothestrongdesignequitytheyhavebuiltintheiremploymentofcolourandcomposition.Today,thelogoismoreofareferencepointthaneverbefore–anexpressionandindicationofabrandexperiencethathasbeencultivatedelsewherebytheconsumer.evolve[ɪ'vɑlv]v.发展，进化Astheroleanddefinitionofthebrandevolves,somustthatofthelogo.就像品牌角色和定义不断发展，商标也是如此。Completethefollowingsentenceswithonefunctionword.______theroleanddefinitionofthebrandevolves,somustthatofthelogo.key:Asevoke[ɪ'vəʊk]v.引起，唤起innovation[ɪnəˈveɪʃn]n.创新，革新Justasthename‘Google’nowevokesconnotationsofnotjustaproduct,butanentirecultureofthinking,innovation,creativityandemployment.就像“谷歌”这个名字现在会唤起的不仅是一个产品，而是思维、改革、创新、人力的整体文化。marque[mɑːk]n.商品型号authentication[ɔ:,θentɪ'keʃən]n.证明，鉴定ephemeral[ə'fɛmərəl]a.短暂的，朝生暮死的iteration[ɪtə'reɪʃ(ə)n]n.迭代，反复，重复IfwelookatGoogleasanexemplarythird-agebrand,weseethattheystillusetheirbrandmarqueasasealofauthenticationandqualityassurance,butareabletobeplayfulandengagingwithephemeraliterationsduetothestrongdesignequitytheyhavebuiltintheiremploymentofcolourandcomposition.如果我们把谷歌看作一个典型的第三时代品牌，我们会发现这些品牌仍然使用品牌标志作为认证标记和质量保证，但能够很活跃且不断地短暂重复。Completethefollowingsentenceswithonefunctionword.Weseethattheyareabletobeplayfulandengaging______ephemeralinteractionsdue_____thestrongequitytheyhavebuiltintheiremploymentofcolourandcomposition.key:withtoreference['refərəns]n.参考，参照cultivate['kʌltɪveɪt]v.培养；陶冶Today,thelogoismoreofareferencepointthaneverbefore–anexpressionandindicationofabrandexperiencethathasbeencultivatedelsewherebytheconsumer.如今，商标比以往更具参考意义—是由消费者培育出来的品牌体验的表达与象征。CompletethefollowingpassagebyfillingeachofthemarkedblankswithoneortwocontentwordsusingChineseequivalentsinthebracketsasthereference.

Today,thelogoismoreofa____a____(参照)pointthateverbefore—anexpressionandindicationofabrandexperiencethathasbeen____b___（树立）elsewherebytheconsumer.key:a.referenceb.cultivatedTranslatethefollowingsentencesintoEnglish.商标比以往更具参照意义，品牌体验的表达和指示都是由消费者来决定的。Key：Thelogoismoreofareferencepointthaneverbefore–anexpressionandindicationofabrandexperiencethathasbeencultivatedelsewherebytheconsumer.

TranslatethefollowingpassageintoChinese.

Astheroleanddefinitionofthebrandevolves,somustthatofthelogo.Brandsarenotstaticorone-dimensional,justasthename‘Google’nowevokesconnotationsofnotjustaproduct,butanentirecultureofthinking,innovation,creativityandemployment.IfwelookatGoogleasanexemplarythird-agebrand,weseethattheystillusetheirbrandmarqueasasealofauthenticationandqualityassurance,butareabletobeplayfulandengagingwithephemeraliterationsduetothestrongdesignequitytheyhavebuiltintheiremploymentofcolourandcomposition.品牌的角色和定义逐渐演变，商标也是如此。品牌不是静止或一维的，就像“谷歌”能引发出不只是一种产品的含义，而是思维，革新，创造力、雇佣的整体文化。如果把谷歌看作典型的第三时代品牌，人们可以看到谷歌仍然在使用品牌商标作为鉴定标志和质量保证，但是由于在色彩和成分的使用中所建立起来的强大的设计价值，谷歌商标也可以很灵活或者短暂的重复。

Paragraph10

Beforemakingchangestoanypartofabrand,theshort,mediumandlong-termbusinessobjectivesmustbeclearlyunderstood.Whatisthebrandchangemeanttoaccomplish?Howwillthisbemeasured?Howwillyouknowifitisasuccess?Anyintelligentbrandrefreshwillstartwiththesequestions–towhichtherearenoeasyanswers.Thebiggestmistakebrandsmakeistothinkaboutanswersfromahelicopter,30,000-footperspective.Tosaywewantourbrandtobeyoungerandmorecontemporaryisallverywell,butwhatexactlydoesthatmeanforbrandandbusinessstrategy?Howisthisreflectedintheexperienceofthebrand?TranslatethefollowingsentencesintoEnglish.品牌的任何部分做出改变之前，短期，中期，长期商业目标都必须明确。Key：Beforemakingchangestoanypartofabrand,theshort,mediumandlong-termbusinessobjectivesmustbeclearlyunderstood.Paragraph11

Brandingisaboutestablishingapurposeattheheartoftheorganisationandenablingtheexpressionofthatpurposetoflowthroughoutthebusiness,regardlessofchannel,mediaortouchpoint.Onlythencanitbethetimetotalkaboutdesignanditshero,thelogo.Completethefollowingsentenceswithonefunctionword.Brandingisaboutestablishingapurposeattheheartoftheorganizationandenablingtheexpressionofthatpurposetoflow______thebusiness,regardlessofchannel,mediaortouchpoint.key:throughout

Thelogocanprovidetheplatformforabrandtoextenditsinfluencefurthercross-platform,butithastobeaconduitforthatpurposeandbrandsmustalsobecarefultoconsiderhowanyvisualidentitychangesmaybeperceivedbytheuser.Achangeoflogoservesalmostlikealineinthesandbetweentheoldwayandtheheraldingofanewway–suchistheconvention.Itraisesexpectations,and,therefore,ifthelogochangeisn’tsupportedbyasignificantchangeinbrandexperience,thenitcoulddomoredamagethangood.Paragraph12CompletethefollowingsentencesbytranslatingtheChinesegiveninthebrackets.______________________________________(商标为品牌扩大影响力提供了平台)furthercross-platform,butithastobeaconduitforthatpurposeandbrandsmustalsobecarefultoconsiderhowanyvisualidentitychangesmaybeperceivedbytheuser.key:Thelogocanprovidetheplatformforabrandtoextenditsinfluence.conduit['kɒndjʊɪt]n.导管；沟渠Thelogocanprovidetheplatformforabrandtoextenditsinfluencefurthercross-platform,butithastobeaconduitforthatpurpose商标能够为品牌扩大其影响力提供平台，但是商标也必须是实现这一目的渠道。herald['her(ə)ld]v.通报；预示…的来临Achangeoflogoservesalmostlikealineinthesandbetweentheoldwayandtheheraldingofanewway.商标的改变就像是老方法与新方法来临的分界线。TranslatethefollowingsentencesintoEnglish.如果商标改变没有得到品牌体验方面重大改变的支持，那么结果将会是弊大于利。Key：Ifthelogochangeisn’tsupportedbyasignificantchangeinbrandexperience,thenitcoulddomoredamagethangood.

Ultimately,itsdaysasademonstrativebranddiktatareover.Butifmarketersunderstandhowtousethelogoasasymbolofchangeandgreaterpurpose,thatcouldbetheplatformforittobecomeatoolmorepowerfulthanever.Paragraph13diktat['dɪktæt]n.勒令，绝对命令Ultimately,itsdaysasademonstrativebranddiktatareover.最终，商标作为示范性的品牌勒令的日子结束了。CheckyourcomprehensionAnswerthefollowingquestions.1.Whendidbrandingbegin?Key:1.Brandinghascomealongwaysinceitshumblebeginnings.Brandingdatesbackthousandsofyears.It’sevensaidthatevidenceofadvertisinghasbeenfoundamongsttheBabyloniansin3,000BC.2.Whatistheroleofthemarketer?Key:2.Theroleofthemarketerisstillimportant,but,likeaparentseeingtheirchildtakingtheirfirststepsoutintothewiderworld,marketersmusthavebeliefandconfidenceintheintegrityoftheirbrandtostayafloatandstandonitsowntwofeetinanenvironmentoverwhichtheyhavefleetingcontrol.3.Whatisthedefinitionofalogo?Key:3.Thelogoisarelativelytiny,universalmarkthatembodiesthevalues,ethics,traitsandperceptionofanentireorganization–issomethingthatimmediatelycomestomindasadichotomouspresenceinthethirdageofbranding.4.Whatarethetwoviewpointsaboutlogechange?Key:4.Onesaysthatlogochangesareunnecessaryandmeaningless.Theothermaintainsthatlogochangeisattheheartofabrandrefresh.Both,however,wouldbewrong.5.Whatmustbeunderstoodbeforeabrandrefresh?Key:5.Theshort,mediumandlong-termbusinessobjectivesmustbeclearlyunderstood.Whatisthebrandchangemeanttoaccomplish?Howwillthisbemeasured?Howwillyouknowifitisasuccess?Anyintelligentbrandrefreshwillstartwiththesequestions–towhichtherearenoeasyanswers.6.Whatisbranding?Key:6.Brandingisaboutestablishingapurposeattheheartoftheorganizationandenablingtheexpressionofthatpurposetoflowthroughoutthebusiness,regardlessofchannel,mediaortouchpoint.7.WhatroledoesthelogeplayintheThirdAgeofBranding?Key:7.Thelogocanprovidetheplatformforabrandtoextenditsinfluencefurthercross-platform,butithastobeaconduitforthatpurposeandbrandsmustalsobecarefultoconsiderhowanyvisualidentitychangesmaybeperceivedbytheuser.ExtendedReadingInsideAlphabet:WhyGoogleRebrandedItselfandWhatHappensNext

DominicRushe,SamThielmanA.Questionsfordiscussion.1.AfterGooglerebrandeditselfAlphabet,howwillthisnewcompanyanditssubsidiariesoperate?

Paragraph2-4A.Questionsfordiscussion.

2.WhydidGooglerebranditself?Googlehascomealongwaysinceitstartedasasearchengine16yearsago.Nowatechconglomeratewithinterestsineverythingfrommediatodriverlesscars,medicaldevices,longevityesearch,smarthomeappliances,fibre-opticcableanddronedelivery,beingseenas“just”asearchcompany–nomatterhowsuccessful–isahandicap,accordingtoitsfounders.3.AfterrebrandingGoogle,whatislikelytochangeatthecompany,andwhatwillremainthesame?Theywillhavenewstructure,theywillcreateanewwhollyownedsubsidiaryofAlphabettoputthoseotherbusinessesin……Themove“changesnothingaboutthecompany’simpactandchallengesitposesforconsumers”Googlebyanyothernameisstilltheinternetgiant.”……B.Preparea10-minutepresentationontheplannedchangesatGoogleafteritwasrebrandedasAlphabet.ListeningA.ListentothefirstpartofapresentationofTimLeberecht,ahumanistinSiliconValley,andanswerthefollowingquestion.Writeyouranswerinthespacesprovidedbyfillingintheblanks.album ['ælbəm] n. 音乐专辑reputations [repjʊ'teɪʃ(ə)n] n.名声，名誉，声望volatile ['vɒlətaɪl] a. 不稳定的，反复无常的fickle ['fɪk(ə)l] a. 易变的，变幻无常的hyperconnectivity n. 超级连接transparency[træn'spær(ə)nsɪ] n.透明度

collaborate [kə'læbəreɪt] v. 合作

release [rɪ'liːs] v. 发布

transaction [ˈdjuːplɪkeɪt] n. 交易

generosity [dʒenə'rɒsətɪ] n. 慷慨，大方

hacker ['hækə] n. 电脑黑客

console [kən'səʊl] n. [计]控制台

ultimate ['ʌltɪmət] a. 极限的，根本的Firstofall,theycangiveemployeesandcustomersmorecontrol.Theycan____1___withthemonthecreationofideas,knowledge,content,___2___andproduct.Theycangivethemmorecontrolover____3___,whichiswhatthebandRadioheaddidwithitspay-as-you-likeonlinereleaseofits__4___"InRainbows."Buyerscoulddeterminetheprice,buttheofferwasexclusive,andonlystoodfor___5____.Thealbumsoldmorecopiesthanpreviousreleasesoftheband.TheDanishchocolatecompanyAnthonBergopenedaso-called"generousstore"inCopenhagen.collaborate

S

designspricingefforts

alimitedperiodoftimedesignsalbumeffortsItaskedcustomerstopurchasechocolatewiththepromiseof____6___towardslovedones.Itturnedtransactionsintointeractions,andgenerosityintoa___7____.Companiescanevengivecontroltohackers.WhenMicrosoftKinectcameout,themotion-controlledadd-ontoitsXboxgamingconsole,itimmediatelydrewtheattentionof___8___.Microsoftfirstfoughtoffthehacks,butthen____9___coursewhenitrealizedthatactivelysupportingthe___10___camewithbenefits.gooddeeds

currencycommunityhackersshiftedB.ListentothesecondpartofTim’spresentationandthenanswerthefollowingquestion.Writeyouranswerbyfillingintheblanks.empowerment[ɪm'paʊɚmənt] n.许可，授权prospective [prə'spektɪv]a.未来的，预期的consumerism[kən'sjuːmərɪz(ə)m]n.用户至上主义jeopardize ['sensɪb(ə)l]v.危及，损坏GlossaryThesenseofco-ownership,thefreepublicity,theaddedvalue,allhelped__1___sales.Theultimate______2_____ofcustomersistoaskthemnottobuy.OutdoorclothierPatagoniaencouraged_____3_____buyerstocheckouteBayforitsusedproductsandtoresoletheirshoesbeforepurchasingnewones.Inanevenmoreradical__4__againstconsumerism,thecompanyplaceda"Don'tBuyThisJacket"advertisementduringthe___5__ofshoppingseason.Itmay