學(xué)術(shù)英語(管理)-Unit+7

學(xué)術(shù)英語管理AcademicEnglishforBusiness2021/5/912021/5/92Unit7BrandsandBrandingLead-inTextATextBListening

SpeakingWritingUnitContents2021/5/93Unit7BrandsandBrandingLead-inActivity1Activity2Activity3Activity42021/5/94Unit7BrandsandBrandingLead-inActivity1Whatarethefamousbrandsontopofyourmind?2021/5/95Unit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity12021/5/96Unit7BrandsandBrandingLead-inWhatarethephysicalcharacteristicsofthesebrands?Forexample,isitaname,alogo,apicture,orapieceofmusicoranimation?Activity22021/5/97Unit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity22021/5/98Unit7BrandsandBrandingLead-inWhatemotiondothesebrandsarouseinyou?Activity32021/5/99Unit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity32021/5/910Unit7BrandsandBrandingLead-inWhichismoreimportantforabrand,thephysicalattributesortheemotionalassociations?Activity42021/5/911Unit7BrandsandBrandingLead-inExchangeTimeInagroupGoaroundinturnsTakenotesasyoulistenSummarizeyourdiscussionsActivity42021/5/912TextAUnit7BrandsandBranding1)CriticalthinkingandreadingofTextA2)Languagebuilding-upTheImportanceofBrands2021/5/913Severaltermsbrand品牌branding:effortsoncreating,maintaining,andaddingmorevalueto,abrand品牌建設(shè)brandvalue品牌價值brandequity品牌資產(chǎn)brandedproducts(orservices)品牌產(chǎn)品(或服務(wù)）2021/5/914TheImportanceofBrands

TextanalysisTheauthorusesexamplestointroducethetopic:branding(paragraph1)2.Definitionofbrand.(Paragraphs2,8,9,10)3.Definitionofbrandexperience(Paragraph3)TextACriticalreadingandthinking2021/5/915Whatisbrand?Scanthetextandunderlineallsentencesbeginningwith"Abrandis..."or"Abranddoes(orotherverbs)..."TextACriticalreadingandthinking2021/5/916Whatisbrand?Para.2:"Abrandisacombinationofdifferentiatingattributesthatconnectonanemotionallevelwithdesiredmarkets.Abrandaffectsthethoughtprocessandtheemotionalresponsesofanaudience.Abrandisarelationship.Abrandcreatesvalue.Abrandtouchesthecoreemotionsandvaluesofitsconstituents."TranslatethisparagraphintoChineseCriticalreadingandthinkingTextA2021/5/917Para.8:..."abrandistheresultofanaggregateofimpressionsprovidedthroughanynumberoftouchpoints"Para.9:

"Astrongbrandcreatesdifferentiation,inspiresloyalty,inspirestrust,enduresandbecomememorable,createsevangelism,andinvitespresscoverage.CriticalreadingandthinkingTextA2021/5/918UltimatedefinitionPara.10:"Abrandisarelationshipbetweenanorganization,product,orserviceandapotentialbuyer."CriticalreadingandthinkingTextA2021/5/919FillinthefollowingtableonbrandexperienceDefinitionofbrandexperienceObjectiveofbrandexperience--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-up2021/5/923Signpostlanguage:causeandeffectCausesbecausethereason(s)thecause(s)isduetoiscausedbysinceresultedfromledtoEffectsthereforeconsequentlythusasaconsequenceledtotheresultsasaresulttheeffectwasresultedintheoutcomeonthataccountTextALanguagebuilding-up2021/5/924FormalEnglish

paraphrasethefollowingsentencesinyourownlanguage.WhydoNikeshoessellfora70%

premiumover

genericathleticshoes?Brandedproducts,services,andcompaniesareworthmoreandcarrymorerespectthannonbrandedones.TextALanguagebuilding-up2021/5/925keyWhyareNikeshoes70%moreexpensivethangenericathleticshoes?Brandedproducts,services,andcompaniesareworthmoreandrespectedmorethannonbrandedones.TextALanguagebuilding-up2021/5/926TextA

Whenanaudienceengagesyourbrandinperson,throughthemedia,orinotherways,itiscalleda“brandexperience.”

Afewyearsago,whenourmarketingcommunicationsfirmgainedamidsize,statewideconsumerbankasaclient,theyinformedusthattheirpreviousagencyhadcompletedabrandingprogramforthem.Languagebuilding-up2021/5/927KeyWhenanaudiencegetsintouch

withyourbrandinperson,throughthemedia,orinotherways,itiscalleda"brandexperience".Afewyearsago,whenourmarketingcommunicationsfirmwonamidsize,statewideconsumerbankasaclient,theytoldusthattheirpreviousagencyhadcompletedabrandingprogramforthem.TextALanguagebuilding-up2021/5/928AdditionalActivityvideo:DisgustingemployeesatDomino'sDomino'sisthesecondlargestpizzachainintheUS"Ittakesjustoneincongruentorunpleasantexperiencetoweakenorevenunravelanorganization’simageorbrand."InApril2009,twoemployeesataDomino'sPizzastoreinNorthCarolinapostedaYouTubevideoofthemselveshandlingfoodinappropriatelyThevideogotoveronemillionhitswithindays;referencestoitwereinfiveofthe12resultsonthefirstpageofGooglesearchfor“Dominos,”Domino'sPresidentPatrickDoyleimmediatelyrespondedwithaYouTubestatement.Thetwoemployeeswereidentified,arrestedandfired.AdditionalActivity2021/5/930

Whichofthefollowingactionsyou'relikelytotakeinthefollowingthreemonths?

(MediaCurveswebsitesurveyonApril16,2009)BeforeviewingprankvideoAfterviewingprankvideoAfterviewingapologyvideoTotal(n=243)Total(n=243)Total(n=243)GotoaDomino's29%10%20%OrderDomino'sfordelivery46%15%24%VisitDomino'swebsite25%14%24%SearchforinformationonDomino's14%10%20%Watchacommercial/adonDomino's61%27%42%AdditionalActivityNightmareforDomino'sThefranchisehiringthetwoworkerswasforcedtocloseforever,becausewithindaysbusinesswereoff58%.TheperceptionofDominos'brandqualitywentfrompositivetonegativeinapproximately48hours.AdditionalActivity2021/5/932Unit7BrandsandBrandingTextB

KeystoCreatingBrandsPeopleLovePartI:brandnamesPartII:the3Msoftaglines:meaningful,motivating,andmemorable2021/5/933Scanthefirstpartandputthebrandnamesyoufindunderthesethreecategories.WhatChinesebrandswouldyouaddtoeach?Functionalnames:Namesthatenhancetheperceptionofbrands:Meaninglessandsillynames:TextBCriticalreadingandthinking2021/5/934Functionalnames:Price-Waterhouse,Levi’s,Xbox360,Heinz,Avis,Apple,McDonald’s,Mercedes-Benz,Rolex,TideNamesthatenhancetheperceptionofbrands:Close-Up,JiffyLube,RainDance,TheMedicineShoppe,IrishSpring,PuppyChow,PlayStation3,Showtime,Build-A-Bear,Brawny,Fit’NTrimMeaninglessandsillynames:CSR(tempservices),FTS(deliveryservice),LGT(cabinetwork),Aaabco(rooterservice),AAA,A-ATextBCriticalreadingandthinkingkey2021/5/935ScanthesecondpartofTextBandcompletethefollowingnotes.1.Ameaningfultaglinedeliversmessagesintwoways: _________________________________________________________________________________e.g.______________________________________itspersonalmessage:___________________________________________________________itsproductmessage:____________________________________________________________TextBCriticalreadingandthinking2021/5/9361.keysomethingabouttheconsumerandsomethingaboutthebrand.Sega's“Welcometothenextlevel”everygamer’sgoalofgettingtothenextlevelwithinagamesuperiorityofSegagamesandtheincreasedchallengeateachlevelTextBCriticalreadingandthinking2021/5/9372.Amotivatingtagline_________________________________________________________e.g._________________________________________________________________________Itstargetaudience:_____________________________________________________________TextBCriticalreadingandthinking2021/5/9382.Keystimulatesthetargetaudiencetopurchasetheproduct.Apple's"ThinkDifferent"Applefanswhoseethemselvesaswillingtobedifferent.TextBCriticalreadingandthinking2021/5/9393.Ataglinecouldbememorablebecause___________________________________e.g.____________________________________________ orbecause______________________________________e.g. (1)_____________________________________________(2)BMW’s_____________________________________________2021/5/9403.KeyitiscleverEnergizer’s“Itkeepsgoingandgoingandgoing...”

ofrepetition(1)MaxwellHouse’s“Goodtothelastdrop”

(2)BMW’s“Theultimatedrivingmachine”TextBCriticalreadingandthinking2021/5/9414.Anultimateexampleofaproducttaglinethatismeaningful,motivatingandmemorable: _____________________________________________________________________________TextBCriticalreadingandthinking2021/5/9424.KeyNike's"JustDoIt"TextBCriticalreadingandthinking2021/5/943Unit7BrandsandBrandingListeningPredictionListeningtasks2021/5/944recognizingdigressions

Sometimesaspeakermightsaysomethingthatdepartsfromthecentraltopicinaspeechinordertolivenupthetalk,toattracttheaudience’sattentionorforotherreasons.Thisiscalledadigression.Listening2021/5/945Someexpressionswhichsignalthestartandendofdigressions:ThestartofdigressionsIrememberonce…Thatremindsme…Bytheway,…TheendofdigressionsSo,asIwassaying,…Anyway,wherewasI?Backtothepoint…Listening2021/5/946Unit1

StudyingBusinessSpeakingUsefulexpressions2021/5/947Developinganeffectiveintroduction

Attractyourlisteners’interest1.Relateyourtopictoyourlisteners’concerns,suchasgoals,experiencesandproblemstheyhave.2.Tellananecdotethatrelatestoyourtopic.3.Askyourlistenersquestionsthatwillkeeptheminterestedinyourpresentation.4.Useaquotationfromanexpert.5.Offeraninterestingorsurprisingfact,opinion,