体验商务英语第二.pptxVIP

体验商务英语第二第1页/共35页 QuotationTruly great brands are more than just labels for products.Sir Anthony Joseph Francis OReilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Irelands first billionaire, he remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly.第2页/共35页 AList some of your favorite brands answer these questions.1. Are they international or national brands?2. What image and qualities does each one have?3. Why do people buy brands?4. Why do you think some people dislike brands?5. How loyal are you to the brands you have chosen?value for money luxurious timeless well-made top of the range durable inexpensive coolreliable stylish fashionable well-designed第3页/共35页 BA recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.123567Check your answer on page 144. Are you surprised?41098第4页/共35页 第5页/共35页 第6页/共35页 CListen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?Speaker 1: pro brandsSpeaker 2: anti brandsBranded products are of good quality and reliable; stylish and have a good design. People buy branded products because they want to show others they have style and good taste.People buy branded products and it’s so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You can’t always buy the genuine products.第7页/共35页 AMatch these word partnerships to their meanings.1 loyalty2 image3 stretching4 awareness5 namethe name given to a product by the company that makes itusing an existing name on another type of productthe ideas and beliefs people have about a brandthe tendency to always buy a particular brandhow familiar people are with a brandBRAND第8页/共35页 6 launch7 lifecycle8 range9 placement10 endorsementf) the set of products made