Unit 2 Brands.ppt

Unit 2 Brands Language associated with marketing and brands Basic concepts of brand management The best 100 best global brands 2009 by BusinessWeek/Interbrand 1. Coca-cola (US$68.73b) +3% 2. IBM (US$60.21b) +2% 3. Microsoft (US$56.65b) -4% 4. General Electric (US$47.78b) -10% 5. Nokia (US$34.87b) -3% 6. McDonalds (US$32.28b) +4% 7. Google (US$31.98b) +25% 8. Toyota (US$31.33b) -8% 9. Intel (US$30.64b) -2% 10. Disney (US$28.45b) -3% 2009年中国500最具价值品牌 1. Industrial Commercial Bank of China (RMB125.09b) 2. State Grid Corporation of China (RMB119.37b) 3. CCTV (RMB108.53b) 4. China Mobile (RMB106.83b) 5. China Lift Insurance (Group) Company (RMB82.44b) 6. China Aerospace Science Technology Corporation (RMB71.63b) 7. Sinochem Corporation (RMB69.33b) 8. China Railway Group Limited (RMB68.74b) 9. Haier (RMB64.11b) 10. Bank of China (RMB63.72b) by World Brand Lab in Beijing Discussion: Brands and I What are your impressions on those top brands? What do they represent/mean in your opinion? How loyal are you to the brands you have chosen? Vocabulary branded goods good/high/excellent/superior/top quality good/attractive/stylish design high price/reasonable price good after-sale service/after service reliability popularity distinctive features high performance-price ratio Basic concept of brand management Listening: What’s branding? p.15 brand equity:The value - both tangible and intangibl