商英09Unit 4a - student version.pptVIP

Unit 4a Brand Power Brand Power is a single-score measure of the size and quality (familiarity and favorability) of a company’s reputation. Warm-up Questions 1. Do you usually buy brand name goods? 2. Do you think goods with brands are always quality goods? Why? 3. Is it important to build a brand image? Why? Expressions A brand represents a certain culture. Customers are usually attracted by the quality brand image. Brand names carry high credibility. Well-fimed advertisements can foster a strong sense of brand loyalty. Brand names imply consistent quality, reasonable price and good after-sales service. Speaking Work in pairs. Look at the products below. What brand of each product would buy? Why? Sporty 轻便的,运动型的 Extra 额外费用 Advert 广告，宣传 Monthly service contract Different tarrifs at different times of the day One-year all inclusive package Kitchen appliances 厨房家电 Ozone layer 臭氧层 CFC chlorofluorocarbon 含氯氟 Make 品牌;型;样式 If you are running a business, what competitive edge do you have to offer that cannot be copied by anyone else? A brand is the one thing that you can own that nobody can take away from you. Your Brand A good brand name should: be protected (or at least protectable) under trademark law. be easy to pronounce / remember / recognize. be easy to translate into all languages in the markets where the brand will be used. suggest product benefits or suggest usage suggest the company or product image. distinguish the products positioning relative to the competition. be attractive and stand out among a group of other brands. Selling points Selling point - a characteristic of something that is up for sale that makes it attractive to potential customers. Reading Read the newspaper article about large supermarket chains in the UK on P44. How are they stretching their brands into new markets? Questions Why are the large UK supermarket chains diversifying? How are the supermarkets able to attract business in the banking sector? What are the ris