新标准商务英语阅读教程4-教学课件U6.pptx

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2025-04-16 发布于广东
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新标准商务英语阅读教程4-教学课件U6.pptx

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UnitRebranding6

1Haveyouevernoticedacompanychangingitslogoornameoraproductchangingitspackagingordesign?Howdiditaffectyourperceptionofthebrandorproduct?Changingalogoornamecanhaveaprofoundimpactonbrandperception.Herearesomeaspectstoconsider:Firstimpressions:Anewlogocancreateafreshvisualidentity.Forexample,ifabrandswitchesfromaverytraditional-lookinglogotoamoremodern,minimalistone,itcansignalthatthecompanyisevolvingwiththetimes.Anamechangecanalsocompletelyre-framehowaproductorbrandisinitiallyperceived.Brandrecall:Amemorablelogoornamechangecanincreasebrandrecall.Ifanamebecomesmorecatchyoreasiertopronounce,consumersaremorelikelytorememberit.Ontheotherhand,apoorlyexecutedchangemightleadtoconfusionanddecreasedrecall.

Perceivedvalues:Alogowithbright,friendlycolorsandanewnamethatconveysapproachabilitycanmakeabrandseemmorecustomer-centric.Conversely,amoreedgylogoandanamethatismoreabstractmightbeassociatedwithabrandthatisinnovativebutperhapslessaccessible.Differentiation:Alogoornamechangecanhelpabrandstandoutinacrowdedmarket.Ifabrandsoldnamewasverygenericanditchangestoamoreuniqueone,itcansetitselfapartfromcompetitors.

2Whatdoyouthinkmightbethepotentialrisksofrebranding?Howcanacompanymitigatetheseriskstoensureasuccessfultransition?Rebrandinginvolvesseveralrisks,includingthepotentialforconfusingexistingcustomersifthenewbrandistoodifferent,facingnegativereactionsfromloyalcustomersorthepublicifthechangesareunpopular,andincurringsignificantcostsfornewmarketingandlegaladjustments.Tomitigatetheserisks,acompanycantakethefollowingsteps:Thoroughresearch:Conductcomprehensivemarketresearchtounderstandcustomerperceptionsandpreferences.Clearcommunication:Clearlycommunicatethereasons