复旦大学：《学术英语（管理科学）Academic English for Business》学术英语综合素养教学课件_Unit 7 Brands and branding Text B Keys to creating brands people love

Unit z Brands and Branding Text B Keys to creating brands people love

Unit 7 Brands and Branding Text B Keys to creating brands people love

Reading Part 1(para. 1-8 Brand names Part 2(para. 9-21): Brand taglines

Reading • Part 1 (para. 1-8): Brand names • Part 2 (para. 9-21): Brand taglines

Part 1 (para. 1-8): Brand names Discussion: Why are the followings good brand names? Brand name Product/ service Close-up(a特写镜头) toothpaste Jiffy lube quick oll change car maintenance and jify:n.一会儿,瞬间 servicing g lube:n.润滑油 Rain dance car wax Irish spring deodorant(除臭的)soap

Part 1 (para. 1-8): Brand names Discussion: Why are the followings good brand names? Brand name Product / Service Close-up (n. 特写镜头) toothpaste Jiffy Lube quick oil change  jiffy: n. 一会儿，瞬间  lube: n. 润滑油 car maintenance and servicing Rain Dance car wax Irish Spring deodorant (除臭的) soap

Part 1 (para. 1-8): Brand names Discussion Why are the followings good brand names? These names reflect the essence of the product

Part 1 (para. 1-8): Brand names Discussion: Why are the followings good brand names? • These names reflect the essence of the product

Part 1 (para. 1-8): Brand names Other types of brand names: Task 1 p. 162 para 4-5 a brand name can be purely functional Price Waterhouse Levis Xbox 360 Heinz

Part 1 (para. 1-8): Brand names Other types of brand names: Task 1 p. 162 para. 4-5 • A brand name can be purely functional: – Price Waterhouse – Levi’s – Xbox 360 – Heinz

Part 1 (para. 1-8): Brand names a brand name can serve to enhance the perception(看法,观念 of the brand: Playstation3(索尼电脑娱乐所开发的第三代视频游戏主机) Showtime(美国有线电视台名) Build-A-Bear (an american retailer that sells teddy bears and other stuffed animals制作一只熊)

Part 1 (para. 1-8): Brand names A brand name can serve to enhance the perception (看法，观念) of the brand: • PlayStation 3 (索尼电脑娱乐所开发的第三代视频游戏主机) • Showtime (美国有线电视台名) • Build-A-Bear (an American retailer that sells teddy bears and other stuffed animals 制作一只熊)

Part 1(para. 1-8: Brand names a brand name can be purely functional a brand name can serve to enhance the perception看法,观念 of the brand Can you think of any Chinese brand names of the similar features?

Part 1 (para. 1-8): Brand names • A brand name can be purely functional • A brand name can serve to enhance the perception (看法，观念) of the brand Can you think of any Chinese brand names of the similar features?

Part 1 (para. 1-8): Brand names n contrast→ Meaningless and silly names CSR( temp service临时雇员中介) FTS(delivery service) LGT (cabinet work) AAA A-A

Part 1 (para. 1-8): Brand names In contrast  Meaningless and silly names: • CSR (temp service 临时雇员中介) • FTS (delivery service) • LGT (cabinet work) • AAA • A-A

Part 1 (para. 1-8): Brand names Key point he brand name is the mental hook upon which equities and associations are hung (paa.7,L1) 品牌名称是品牌资产和品牌联想赖以存在 的基础

Part 1 (para. 1-8): Brand names Key point • The brand name is the mental hook upon which equities and associations are hung. (para. 7, L 1) • 品牌名称是品牌资产和品牌联想赖以存在 的基础

Task-driven reading Part 2(para. 9-21): brand taglines 3M: meaningful, motivating, and memorable For example: ° Meaningful:" Welcome to the next level"-Sega(世嘉游戏) Motivating: Think different"-Apple Memorable Energizer's" It keeps going and going and going…"(劲量 电池) Maxwell House's " Good to the last drop BMWs" The ultimate driving machine 3M:Nike’s“」 ust do it

Task-driven reading Part 2 (para. 9-21): brand taglines • 3M: meaningful, motivating, and memorable For example: • Meaningful: “Welcome to the next level” – Sega (世嘉游戏) • Motivating: “Think different” – Apple • Memorable: – Energizer’s “It keeps going and going and going …” (劲量 电池); – Maxwell House’s “Good to the last drop”; – BMW’s “The ultimate driving machine” • 3M: Nike’s “Just do it