高级商务英语听说大纲课件教案 试卷 江春 ISBN 9787810786515 作业eng301j_zy_05.pdfVIP

Unit 5 Brand Equity and Global Brands 品牌资产和全球品牌 Comprehension questions: 1. Explain briefly the concept of brand equity. 2. From what perspectives can we view brand equity? 3. Can strong brand equity provide any benefits? What are those possible benefits? 4. Why it is said, “brand equity is not always positive in value”? Part A Exercises 1) Directions: Listen to the first news item carefully and complete the following passage by filling the missing information. Possibly no brand has done a better job of mining the potential of these new brand-building principles than Korean consumer electronics manufacturer Samsung Electronics Co. Less than a _______ ago, it was a maker of lower-end consumer electronics under a handful of brand names. Over the past _______ years, No. 20 Samsung has posted the biggest gain in value of any Global ________ brand, with a 186% surge. Even sweeter, last year Samsung surpassed No. _______ Sony, in overall brand value. However, some of the older brands in our ranking are clearly ________ to remake their marketing and product mix for a more complex world. This years biggest losers in brand value include Sony (down 16%), ________ (down 12%), and Levis (down ________). VW acknowledges its brand value slippage. 2) Directions: Listen to the second news item carefully and decide whether the following statements are “T” (true) or “F” (false). (1) ( ) Basketball sensation Yao Ming has filed suit against soft drink giant Pepsi. (2) ( ) Yao has recently initiated legal proceedings against Coca-Cola for an unauthorized use of his image. (3) ( ) The star is asking for ten dollars in compensation for emotional s