经贸英语文章选读Unit5Branding教材教学课件.pptVIP

Unit 5 Branding;CONTENTS;TEACHING AIMS;Background Information;Part 1 The golden age of branding is gone, but we can bring it back ; Brand arrogance has undermined consumer trust, but technology has re-established the balance of power and offers a chance to return to a win-win relationship, writes Alan Mitchell. 品牌傲慢已经不知不觉地破坏了消费信任，但是技术又重新建立了权力平衡，并且提供了一个能够恢复到双赢关系的机会。 ——艾伦.米歇尔;Lead-in Questions;品牌的内涵;Effects of Brands;3）win-win system : brands not only offered consumers better quality products at relatively better prices, they also helped consumers m