商务英语阅读复习研讨.pptxVIP

商务英语阅读复习 孙书馨 What is outsourcing? What is outsourcing? Can you use your own words briefly explain it? Outsourcing is often viewed as involving the contracting out of a business function - commonly one previously performed in-house - to an external provider. In this sense, two organizations may enter a contractual agreement involving an exchange of services and payments. Why do Companies Outsource? outsourcing Business Process Outsourcing Administrative Process Outsourcing application management outsourcing application management outsourcing Application management outsourcing ? Summary What is brand? What is brand equity? What is branding? How different are brand and branding? How we build a brand? What is a brand? 1. Definition: According to AMA – American Marketing Association. A brand is a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers. 品牌：国际营销界最权威的机构——美国市场营销学会所给的定义为：品牌是一种名称、术语、标记、符号或设计，或是它们的组合运用。其目的是借以辨认某个销售者或销售群体的产品或服务，并使之与竞争对手的产品和服务区分开来。 品牌一般由两部分组成：一是品牌名称，即可以用语言来表示的部分，如“海尔”，“长虹”等都是中国国内知名品牌的名称；而是品牌标志，指的是不能用语言表达的部分，如符号、图案、基准色和标准字体等。 Functions of a brand: Brands have equity 3. - Brands are perceived to have value beyond what the products/services/stores they are attached to produce in sales and profits. - Brands can be more lasting than assets of factories, warehouses and stores. - Brands may appreciate rather than depreciate What are the world’s most valuable 10 brands? What’s your guess? 品牌资产（Brand Equity）也称品牌权益，是指只有品牌才能产生的市场效益，或者说，产品在有品牌时与无品牌时的市场效益之差。品牌的名字与象征相联系的资产（或负债）的集合，它能够使通过产品或服务所提供给顾客（用户）的价值增大（或减少）。 What is Branding and Why is It Important? 1. Definition: Branding is a way to make a certain product or thing recognizable to the masses. - Branding has three main purposes: product identification, repeat sales (brand loyalty), and new product sales. /marketing/Branding.htm How do the corporations do branding? Determine what you’re branding. Research. Position your bra