[英语学习]market leader unit2.ppt

College English Course for Overseas Undergraduates 暨南大学外招生《大学英语》教学课件 Starting-up  Definition A brand is the specific type of the product form. A brand – represented by a brand name, symbol, design, logo, packaging – is the identity of a particular product form that customers recognise as being different from others. Starting-up  Questions: Have you bought any of the famous brands recently? Are they international or national brands? What image and qualities does each one have? Why do you choose that particular brands? Do the products have anything in common? How loyal are you to the brands you have chosen? Top ten brands (interbrand ) 1999 1 Coca-cola 2 Microsoft 3 IBM 4 General Electric 5 Ford 6 Disney 7 Intel 8 McDonald’s 9 ATT 10 Marlboro Google Ranked Most Powerful Brand in 2007 1 Google $66.4 billion 2 General Electric $61.9 billion 3 Microsoft $55 billion 4 Coca-Cola $44.1 billion 5 China Mobile $41.2 billion 6 Marlboro $39.2 billion 7 Wal-Mart $36.9 billion 8 Citigroup $33.7 billion 9 IBM $33.6 billion 10 Toyota Motor $33.4 billion Further questions What are the advantages of branded goods for: The manufacturer The consumer Brand Management :Vocabulary  : Match the eight words on the left with definition on the right luxury brand classic brand brand awareness brand image a brand associated with expensive, high quality products the ideas and beliefs which consumers have about a brand the knowledge which consumers have of a brand a famous brand with a long history : Match the eight words on the left with definition on the right brand stretching brand loyalty brand leader brand manager · the person responsible for planning an