高级商务英语听说大纲课件教案 试卷 江春 ISBN 9787810786515 教案eng301j_ja_05.pdfVIP

Unit 5 Brand Equity and Global Brands 品牌资产和全球品牌 Learning objectives In this unit students will learn words and expressions related to branding. Students will be able to talk about the historical development and the current situation of global brands. Background reading Notes: 1. brand equity 品牌资产 2. intangible asset 无形资产a business asset that has no physical existence 3. positive association 良好的联想 association mental connection between ideas 4. price premium 溢价 5. generic products 普通产品not specific 6. brand extension 品牌延伸 7. leverage 借助 8. advertising expenditure 广告支出 9. consumer’s awareness 消费者的认知 10. attitude strength 态度强度 11. facilitate 使（某事物）容易make (sth) easy or less difficult 12. income stream ：a regular and continuing flow of money generated by a business or investment 13. cash flow 现金流movement of money into and out of a business as goods are bought and sold 14. lease 出租，租得The firm leases an office with views over the river. 15. discount 折扣amount of money taken off the cost of sth Answers to comprehension questions: 1. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is referred to as brand equity. 2. We can view brand equity from financial, brand extensions, and consumer-based perspectives. 3. Yes. Strong brand equity may facilitate a more predictable income stream, increases cash flow by increasing market share, reduce promotional costs, and allow premium pricing. 4. Some brands acquire a bad reputation that results in negative brand equity. Negative brand equity can be measured by surveys in which consumers indicate that a discount is needed to purchase the brand