学术英语(管理)-Unit.ppt

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2025-01-16 发布于四川
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学术英语(管理)-Unit.ppt

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TextAUnit7BrandsandBranding1)CriticalthinkingandreadingofTextA2)Languagebuilding-upTheImportanceofBrandsrand品牌brandvalue品牌价值branding:effortsoncreating,maintaining,andaddingmorevalueto,abrand品牌建设brandequity品牌资产05brandedproducts(orservices)品牌产品(或服务）Severalterms

FillinthefollowingtableonbrandexperienceDefinitionofbrandexperienceObjectiveofbrandexperience--For-profitorganizations--NonprofitorganizationsExamplesofbrandexperience--aconsumerbank--aregionalcoffeecompanyLessonsdrawnfromexamplesWhyisbrandexperienceimportant?CriticalreadingandthinkingTextA

TextACriticalreadingandthinkingkeyLessonsdrawnfromexamplesBrandexperienceshouldbeconsistentandcontrolledbytheorganizationateverypointofcontactWhyisbrandexperienceimportant?Abrandistheresultofanaggregateofimpressionsprovidedthroughanynumberoftouchpoints.Ittakesmanypositiveimpressionstocementtheaudience’simpressionofanorganizationanditsbrand,whereasitcantakejustoneincongruentorunpleasantexperiencetoweakenorevenunravelanorganization’simageorbrand.

DrawlinestomatchthefollowingsynonymoustermsalltakenfromTextA.Sometimesmorethanonematchispossible.firm genericproducts brandingprogram touchpointdisconnect directmail mailerpointofengagementinconsistencycompanymarketingcommunicationprogramincongruenceagencynonbrandedproductpromotionmediaprogramTextALanguagebuilding-up

Signpostlanguage:causeandeffectCausesbecausethereason(s)thecause(s)isduetoiscausedbysinceresultedfromledtoEffectsthereforeconsequentlythusasaconsequenceledtotheresultsasaresulttheeffectwasresultedintheoutcomeonthataccountTextALanguagebuilding-up

FormalEnglish

paraphrasethefollowingsentencesinyourownlanguage.WhydoNikeshoessellfora70%premiumovergenericathleticshoes?Brandedproducts,services,andcompaniesareworthmorea