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Unit 4 Global Brands and Advertising
4.1 Part A Business News
Learning Objectives
⚫ 1. Learn words and expressions related to branding and advertising
⚫ 2. Learn business concepts and knowledge such as brand ranking, brand equity
and value, market share, customer loyalty, brand switch, stickiness, and
premium price.
⚫ 3. Practice listening skills such as sound recognition, listen for the main
idea and specific information and listen for the implied meaning.
4.1.1 Brands and Brand Ranking Reports
Good morning, everyone. Today we are going to listen and talk about different brand
names, their respective equity and values and their places on the ranking list .
Whenever we hear the word “brand” there must be some familiar brand names
appearing in your mind, what are they( 图4.1-0)? Now let ’s do a game. Please sit
together with your group members nearby, you should write down on a piece of paper
as many brand names as you can in English. Then make a guess on their brand equity
or brand values (or brand worth), the industry it belongs to and the countries who now
own the brands.
Ok, Group 1 has shown some of the well-known Chinese names: Baidu, Alibaba,
Tencent, Huawei, Haier and China Mobile( 图4.1-1).
Alright, Group 2 has written a few iconic American brand names: Google, Apple,
Facebook, Amazon, Coca Cola and MacDonald’s( 图4.1-2).
Over here I can see Group 3 has written some brand names of South Korea chaebols
(跨行业财团): Samsung, LG, Hyundai, Daewoo( 图4.1-3).
On the other side of the classroom we find some Japanese conglomerates’brands :
Toyota, Sony, Canon, and Honda( 图4.1-4).
Group 5 in the middle have shown some luxury brands: Louis Vuitton, Prada, Chanel,
Burberry, and Gucci ( 图4.1-5). Why do you remember all these brand names?
⚫
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