MBA研究生英語綜合教程（第二版）課件：Branding Management

BrandingManagement12Lead-inRelatedExpressionsperceptionslogotaglineproductlineproductmixbrandequityintangiblechannelrelationshipsbrandimagebrandextensioneconomicleveragebrandstretching3LEAD-INQUESTIONS1.Howarebrandsgenerallydeveloped?Theyaregenerallydevelopedovertimethrough:advertisementscontainingconsistentmessaging;recommendationsfromfriends,familymembersorcolleagues;interactionswithacompanyanditsrepresentatives;real-lifeexperiencesusingaproductorservice.4LEAD-INQUESTIONS2.Inwhichwaysisabranddifferentfromaproduct,alogo,ataglineorservice?Abrandistheessenceorpromiseofwhatwillbedeliveredorexperienced.Itisintangibleandexistsinthemindoftheconsumer.5LEAD-INQUESTIONS3.Whatcouldbecombinedandformthevisualdistinctivenessofabrand?Name,letters,numbers,asymbol,asignature,ashape,aslogan,acolor,aparticulartypeface.4.Whatisthemostimportantelementofabrandandshouldneverchange?Thename.6LEAD-INQUESTIONS5.Whatistheultimategoalformarketingexecutivestobuildandmaintain,ifacompanyistosurviveintheincreasinglyglobalmarket,wheretherearenumerouschoicesfortheconsumers?Brandloyalty.7Thinkofanexampleofafamousbrandoftheworld.Whatfactorscontributetothesuccessofit?Hasitalwaysbeensosuccessfulinternationally?

8910ReadingStartingUpQuestionLargecompaniesarestretchingtheirbrandstoverydifferentnewareas,forexampleamanufacturerofsportsshoesstartssellingconsumerelectronics.Doyouagreeordisagreethatthestretchmayhelpthebrandsdevelop?11UsefulExpressionsconsumerelectronicsurbanredefineidentifyindustrializeaffluentattributedifferentiationelasticityspectrumaccessorysnapupheritageoverwhelm12UsefulExpressionsconsumerelectronics消費性電子產(chǎn)品Insomeareas,suchasconsumerelectronics,Americanolongerhasthenecessarysupplierbaseorinfrastructure.在某些領(lǐng)域，比如電子消費品，美國已不具備必需的供應(yīng)廠商或者基礎(chǔ)設(shè)施。Sinceitsfoundingin1993,AigohasevolvedfromaUSBstorageassemblertooneoftheleadingconsumerelectronicscompanies.自1993年創(chuàng)立以來，愛國者從一家生產(chǎn)USB匯編程序發(fā)展到主要的家用電子產(chǎn)品公司之一。13UsefulExpressionsurban

城市的Thespreadofurbanareasendangerswildlife.擴(kuò)大城市面積危害著野生物。Trafficisamajorurbanproblem.交通是城市的一個主要問題。Thedirectionsofurbandevelopmenthavebeenmarkedout.城市發(fā)展的規(guī)劃已制定出來了。14UsefulExpressionsredefine重新定義ButtheseprojectsarestartingtoredefinewhatpeoplemeanbyAsia.但是，這些項目已經(jīng)開始重新定義人們對亞洲的看法。Redefineyouraudiencegenerallymeanschanginghowyouseeyouraudience.重新定義聽眾通常意味著改變你對聽眾的看法。15UsefulExpressionsidentify確定；識別Lastly,Iidentifiedtheanalysismechanismsforthislittlecasestudy.最后，我為這個小的案例研究確定了分析機(jī)制。Theserelationshipsareidentifiedthroughthecreationofconstraintsbetweentables.這些關(guān)系通過創(chuàng)建表之間的約束關(guān)系來確定。16UsefulExpressionsindustrialize使工業(yè)化Pollutionisthepricewepayforanoverpopulated,overindustrializedplanet.污染就是我們?yōu)檫@個人口過密、過度工業(yè)化的星球所付出的代價。Inahighlyindustrializedsocietytheproblemmaybemorecomplex.在高度發(fā)達(dá)的工業(yè)化社會里，這個問題會更復(fù)雜。17UsefulExpressionsaffluent富裕的Butmostpeopleintheworldarenotaffluent,andtheirfoodbudgetsarelimited.而事實是，世界上大多數(shù)人并不富裕，他們的食物消費還很拮據(jù)。Theproblemswerenotcausedbybeingaffluent-butbymakingmoneyaprimarygoalinlife.這些問題并不是因為富裕引起的，而是由于把金錢作為人生的主要目標(biāo)。18UsefulExpressionsattribute屬性；特質(zhì)Allofthesecomponentscanbeeasilyaddedthroughtheattributesviews.所有這些組件可以通過屬性視圖很容易的添加。Ascepterisoneoftheattributesofaking.權(quán)杖是帝王的象征之一。19UsefulExpressionsdifferentiation區(qū)別TheEuropeanandUKbanksconcentratedoncompetitionviaservicedifferentiation.歐洲和英國的銀行競爭的焦點已經(jīng)集中到服務(wù)差距方面上來。Therecanbenodifferentiationwithoutcontrast.

有比較才有差別。20UsefulExpressionselasticity靈活性；彈性Theskineventuallylosesitselasticity.皮膚最終會失去彈性。Elasticityistheabilitytoscaleupanddowntheinfrastructurebasedonneed.靈活性是指根據(jù)需要自動向上和向下擴(kuò)展基礎(chǔ)架構(gòu)。

21UsefulExpressionsspectrum范圍；

光譜Aspectrumisformedbyarayoflightpassingthroughaprism.一束光通過棱鏡就會形成光譜。Thiscanbeterriblenewsforthoseatbothendsoftheagespectrum.對于那些在年齡譜兩端的人來說，這可是可怕的消息。

22UsefulExpressionsaccessory配件It’snotonlyastylishaccessorybutalsothemaininstrumentprocess.它不僅是一個時髦的飾品,更是一個很有用的工具。Inthedomainofathletics,genericaccessoryhasnowbecomevitalequipment.在競技領(lǐng)域,普通輔助部件有現(xiàn)在成為的重要設(shè)備。23UsefulExpressionssnapup搶購Instead,analystsbelievethatmotoristsviewthesituationasanopportunitytosnapupbargains.分析師反而認(rèn)為,汽車客戶將這一情況視作降價搶購的好機(jī)會。Thelistofcash-richcompaniesthatcouldsnapupbusinessesathomeorabroadislong.有許多企業(yè)都有充足的資金在國內(nèi)或海外市場實施并購。

24UsefulExpressionsheritage傳統(tǒng)；遺產(chǎn)Themuseumcollectionvividlyportraystheheritageof200yearsofcanals.博物館的藏品讓運河200年的歷史再現(xiàn)眼前。Hepersistentlyassertedhisrighttoashareintheheritage.他始終聲稱他有分享那筆遺產(chǎn)的權(quán)利。25UsefulExpressionsoverwhelm壓倒；淹沒Aftermylecture,thestudentsbegantooverwhelmmewithquestions.講課之后,學(xué)生們開始問一系列問題,使我不知所措。Theraider,corneredatlength,willoverwhelmoneweakvesselandescape.襲擊艦即便最后被它們團(tuán)團(tuán)圍住,它也會摧毀其中一艘較弱的巡洋艦,突圍而出。26Answerthefollowingquestionsbriefly.Intheearlyyearsoftheconsumersociety,whatkindofproductswerepeoplelookingfor?Peoplewerelookingforproductsthatwouldimprovetheirqualityoflife.27Answerthefollowingquestionsbriefly.2.Whatdidpeopleinindustrializednationsstartusingbrandstodo?

Peoplestartedusingbrandtosaysomethingaboutthemselves.28Answerthefollowingquestionsbriefly.3.Inthethirdageofbanding,howdocompaniesmaketheirbrandsstandout?Companiesaretryingtomaketheirbrandsstandoutbyemphasizingtheiremotionalaspects,hopingconsumerswillidentifywiththesetofvaluesthebrandrepresents.29Answerthefollowingquestionsbriefly.4.Whatistheadvantageforemotionalbrands?Theadvantageforemotionalbrandsisthatcompaniescantransfertheirbrandstrengthintootherareas,increasingrevenuesandreducingtheirexposuretothelifespanofasingleproduct.30Answerthefollowingquestionsbriefly.5.Whatistheelasticityofbrandsrelatedto?

Theelasticityofbrandsseemstoberelatedtotheirpositiononaspectrumrangingfromthoserootedinsolid,tangibleassetstothosewithhighlyintangible,emotionalqualities.31Completethefollowingsentencesbychoosingwordsandexpressionsfromthetext.Whenthemovewas

fromsoftdrinksintoclothing,however,it

thebrandingconsultantscold.Itwasadifficultmental

intoclothingfromthedrinksoclosely

withthatparticularbrandname.Onthe

hand,theemotionalattributesthatyoungsters

tofindappealinginthedrink,likeitsheritageandglobalappeal,arefashionableatthe

,andinfactresponsetotheclothes

thesamenamehasbeenoverwhelming.Maybethisjust

thataninspiredmove-andbyallaccountsasnapdecision-sometimespaysoffagainsttheodds,

themanufacturerlaughingallthewaytothebank.

32made

associatedleft

leap

otherseemmomentleavingwithshowsTranslatethefollowingsentencesintoEnglish.如今，大型企業(yè)都力圖重新定義他們的品牌，使其代表的不只是一種產(chǎn)品，更是一種生活方式，并將其延伸到全新的領(lǐng)域。Today,bigcompaniestrytoredefinebrandsasnotsomuchaproduct,moreawayoflife,andstretchthemintonewareas.33TranslatethefollowingsentencesintoEnglish.

2.當(dāng)前，我們處于品牌發(fā)展的第三時期，很多公司都生產(chǎn)

幾乎相同的產(chǎn)品，以幾乎相同的價格出售，很難在功能上做到與眾不同。Now,wehaveenteredathirdageofbranding,inwhichsomanycompaniesaremakingroughlythesameproductatroughlythesamepricethatfunctionalityrarelysucceedsasapointofdifferentiation.34TranslatethefollowingsentencesintoEnglish.3.一些企業(yè)正試圖通過注重情感層面來突出他們的品牌，期望消費者們認(rèn)同他們的品牌所代表的價值觀。Companiesaretryingtomaketheirbrandsstandoutbyemphasizingtheiremotionalaspects,hopingconsumerswillidentifywiththesetofvaluesthebrandrepresents.35TranslatethefollowingsentencesintoEnglish.4.以產(chǎn)品本身為核心的品牌，其劣勢在于如果產(chǎn)品不再流行，那么該品牌也就隨之過時了。Onedisadvantageofaproduct-basedbrandisthatiftheproductgoesoutoffashion,thebrandgoeswithit.36TranslatethefollowingsentencesintoEnglish.5.貨品質(zhì)量一定要與品牌的承諾相一致。Themerchandisehastobeconsistentwiththebrandpromise.3738ListeningA.

Matchthefollowingwordswiththeirmeanings.1.d2.g3.a4.j5.h6.b7.f8.i9.e10.c39B.Whatarethetopthreeglobalbrands?

CocaColaMicrosoftIBM40C.Listentothesecondpartoftheinterviewcarefullyandfillintheblankswiththemissingwords.1.brand2.proposition3.computers4.valuable,product41D.Listentothelastpartoftheinterviewcarefullyand

fillintheblankswiththemissingwords.1.promise,loyalty2.critical,different3.morethan42E.

Writedownthewordsorphraseseachletterstandsforinthespaceprovided.43BRANDINGbeintouchrecognitionadaptabilityneedsdeliveryofexcellentproductsorservicesindicatorsofperformancenewgreatsurveillance(open)(open)(open)(open)(open)(open)(open)(open)44SpeakingUsethefollowingnotestotalkaboutthedevelopmentofsomeglobalbrands.Discusswhatstrategiesweretakenandwhatresultswereachieved.L'Oréal

AdidasCocaColaP&GA.Usethefollowingnotestotalkaboutthedevelopmentofsomeglobalbrands.45A.Usethefollowingnotestotalkaboutthedevelopmentofsomeglobalbrands.

Example:CosmeticsgroupL'Oréalsponsoredonlinegamessuchase-StratandBrandstorm,designedformarketingstudents.ThisgaveL'Oréalareputationasasavvyrecruiterinfast-growingemergingmarkets.Inadditiontothegames,whichattractmorethan50,000studentseachyear,thecompanyhasbankrolledscholarshipsandendowedchairsatsome200universitiesworldwide.ThegameshaveattractedafloodofplayersfromAsiaandLatinAmerica,tworegionswherethe$22.6billioncompanyneedsmanagers.

46YouaremembersoftheMarketingDepartmentofZumospa.Meetanddiscuss,andtheno