商务英语阅读论文.docVIP

Terminal Examination for Business English Reading of 2015~2016(Ⅱ) The importance of Brand building in today’s global market Abstract With the guidance of Mr. Qian we have successfully finished the study of Business reading course. This course is set to improve students’ comprehensive ability, it has not only improved my English reading ability but also richen my business knowledge. In this term, Mr. Qian has led us learned four units of the text book. Among them, unit 8 ‘Brand and branding’ makes me interested most which is about the global market power of American brands and strategies behind their dominance. It is obvious that brand is important in today’s global market; therefore in this essay I will mainly talk about why brand building is important in today’s global market. Summary With the tides of globalization, numerous products flood into global market. Customers have multiple choices when they purchase goods as well as services. The market becomes more and more competitive and capricious. In such background brands are more important now than at any time in the past 100 years. In this essay, first I will demonstrate the features of today’s global market and then I will introduce the definition of a brand, at last, I will talk about the importance of building a brand in terms of customers, new markets, product cycle and the company value. 3. Today’s global market In many ways, today’s business environment has changed qualitatively since the late 1980s. The end of the Cold War radically altered the very nature of the world’s politics and economics. In just a few short years, globalization has started a variety of trends with profound consequences: the opening of markets, true global competition, widespread deregulation of industry, and an abundance of accessible capital. At the same time, we have fully entered the Information Age; Starting breakthroughs in information technology have irreversibly altered the ability to conduct business unconstrained by the