经贸英语文章选读Unit 5 Branding.pptVIP

Unit 5 Branding 品牌 CONTENTS Teaching Aims Background Information Part 1 Part 2 Complement:Introduction of Google TEACHING AIMS After studying this unit, you are required to: 1. Have a general idea of the branding. 2. Understand the methods to regain the golden age of branding. 3. Understand the balance between the corporation brands and our own personal brands. 4. Master the difficult words and expressions. Background Information “品牌”是指产品或服务的象征，它所涵盖的领域包括商誉、产品、企业文化以及整体营运的管理。品牌是给拥有者带来溢价、产生增值的一种无形的资产，它的载体是用以和其他竞争者的产品或劳务相区分的名称、术语、象征、记号或者设计及其组合，增值的源泉来自于消费者心智中形成的关于其载体的印象。因此，品牌可以看作是一