高等学校英语拓展系列教程.ppt

Company Logo 高等学校英语拓展系列教程 Business English Reading 商务英语阅读 Contents Warm up 1 Term Study 2 Outline of the Texts 3 Discussion 4 More Information 5 Unit 6 Global　Brands　 1. Warm up “Consumer needs are amazingly similar market to market; the challenge for the agency is to touch people with a message.” —Grace Atkinson A Quotation: 1. Warm up The following are some famous global brands. Are you familiar with them? Discuss with your classmates. Text B Text A 1. Warm up Warm-up questions 1. Warm up (Text A) Do you usually intend to buy branded products? What does a brand mean to a company or to the company’s consumers? Can you recognize how many famous brands are American? What is your general impression on American brands in China? Text A: terms Text B: warm-up Think about the following questions: 2. Warm-up (Text B) Many students now possess a cell phone or mobile phone. Do you have one? What brand is your mobile phone? Suppose you haven’t possessed a cell phone or you want to change your cell phone, then which brand do you intend to buy? What factors will fall into your consideration when you buy a cell phone? Think about the following questions: Company Logo 2. Term Study Text B Text A Global brands 2. Term Study (Text A) A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as cultural accessories and personal philosophies. (From Wikipedia) Brand Brand 2. Term Study (Text A) The brand name is often used interchangeably within brand, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. A brand name constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. Company Logo Foreign Language Teaching and Research Press Brand 2. Ter