BEC-9教材课程.ppt

Module 9 Branding Getting Through 大学英语拓展课程 剑桥商务英语（BEC）中级 常州大学外国语学院 杨国萍 Branding Business Knowledge ★What is a brand? “Brand: A living business asset” - Jez Frampton， Global Chief of Executive, Interbrand A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition” - American Marketing Association Branding Business Knowledge Product VS. Brand A product is something that is made in a factory A brand is something that is bought by a customer. A product can be copied by a competitor. A brand is unique. A product can be quickly outdated. A successful brand is timeless. Branding Business Knowledge Brand Elements Name Logo: the visual trademark Tagline / Catchphrase（警句）: e.g. “We Do Chicken Right” Shapes: e.g. the Volkswagen Beetle（大众甲壳虫） Graphics: e.g. Coca-Cola ribbon Color: e.g. Pepsi Sounds: e.g. jingle Movement: Lamborghini’s upward motion of its car doors Smells: e.g. the rose-jasmine-musk（玫瑰茉莉麝香） of  Chanel(香奈儿) No. 5 Taste: KFC’s special recipe of 11 herbs and spices for  fried chicken. Branding Business Knowledge People and Brands “...we live brands, from the clothes we dress in, to the drink we have, the food we eat and the car we drive ...” Branding Business Knowledge ◎A physical good: Mars Bar（马尔斯巧克力）; Pantene Shampoo etc… ◎ A service: HSBC Bank（汇丰银行）; Starbucks; Google;  Federal Express ◎ A store: Tesco （乐购）; Wal-Mart ◎ A place: Disney World; The Great Wall of China A branded product may be a… Generic Products vs. Branded Products “Generic product” The opposite of “branding” Harder and harder to find Branding Business Knowledge 1. What is your favorite brand of …? Favourite Brand Topic for Discussion ? coffee? ? cell phones? ? computers? Can Brands Have Power? Brand Power is a measure of the size and quality