1、Unit 4a Brand Power,Brand Power is a single-score measure of the size and quality (familiarity and favorability) of a companys reputation.,Warm-up Questions,1. Do you usually buy brand name goods? 2. Do you think goods with brands are always quality goods? Why? 3. Is it important to build a brand im

2、age? Why?,Expressions,a brand represents a certain culture 一個品牌代表一種文化 be attracted by the quality brand image 被優(yōu)質(zhì)的品牌形象所吸引 the brand name carries high credibility 名牌具有很高的可信度 brand leader 暢銷品牌 have a strong sense of brand loyalty 具有強烈的品牌信任感,reasonable price 合理的價格 good after-sales service 良好的售后服務(wù) have

3、confidence in the reliability of the product 信賴產(chǎn)品的可靠性 good quality 良好的質(zhì)量 consistent quality 穩(wěn)定的質(zhì)量 user-friendly design 方便用戶的使用設(shè)計,Speaking,Work in pairs. Look at the products below. What brand of each product would buy? Why?,Listening,Five people explain why they bought one of the products. Listen an

4、d decide the main reasons for each purchase. Sporty 輕便的,運動型的 Extra 額外費用 Advert 廣告，宣傳 Monthly service contract Different tarrifs at different times of the day One-year all inclusive package Kitchen appliances 廚房家電 Ozone layer 臭氧層 CFC chlorofluorocarbon 含氯氟 Make 品牌;型;樣式,Answers G H D B E,If you are ru

5、nning a business, what competitive edge do you have to offer that cannot be copied by anyone else? A brand is the one thing that you can own that nobody can take away from you.,Your Brand,A good brand name should: be protected (or at least protectable) under trademark law. be easy to pronounce / rem

6、ember / recognize. be easy to translate into all languages in the markets where the brand will be used. suggest product benefits or suggest usage suggest the company or product image. distinguish the products positioning relative to the competition. be attractive and stand out among a group of other

7、 brands.,Selling points,Selling point - a characteristic of something that is up for sale that makes it attractive to potential customers.,Reading,Read the newspaper article about large supermarket chains in the UK on P44. How are they stretching their brands into new markets?,Unit 4a Brand power,1.

8、 Banking on a brand Bank on 依賴，依靠 e.g. You can bank on me when you need money,2. Is a quiet revolution under way in the nations shopping habits? If something is underway, it is happening now e.g. Economic recovery is already underway. Under way/in the way/on the way The yearly campaign to raise fund

9、s for the Red Cross is already _. Although he thought he was helping us prepare dinner, he was only _. When he phoned me this morning, I was _ to the supermarket.,Unit 4a Brand power,3. Are we gradually allowing an increasingly select number of large companies Select adj. carefully chosen as the bes

10、t out of a larger group of people or things e.g. Only a select few (= a small number of people) have been invited to the wedding We only stay in select hotels. 我們只在一流旅館住,Unit 4a Brand power,4. Asda already offering cut-price electrical goods. Cut-price adj. costing less than standard price e.g. buyi

11、ng cut-price clothes for the children,Unit 4a Brand power,5. Austin firmly believes that the supermarkets diversification is set to continue. Be set to意思為“很有可能，即將發(fā)生的事情。” e.g. Electricity prices are set to go up again. 電費很有可能再次上漲。,Unit 4a Brand power,6. The UK retail food market is saturated. Saturat

12、e v. to supply so much of a product in a particular market that few new customers can be found e.g. Japans electronics industry began to saturate the world markets,Unit 4a Brand power,7. The two new banks took over 2bn of customer deposits within the first year of trading. Deposit n. sum paid into a

13、n account, e.g. at a bank 存款 e.g. She made two deposits of 500 last month. 她上月存了兩筆500英鎊的款.,Questions Why are the large UK supermarket chains diversifying? How are the supermarkets able to attract business in the banking sector? What are the risks involved with brand stretching? How do the large supe

14、rmarket chains encourage brand loyalty.,Unit 4a Brand power,Suggested answer: 1. Because the retail food market is saturated. The only opportunities for growth are through diversification and entry into foreign markets. The big supermarkets have already expanded abroad. 2. Because they have a lower

15、cost base, they can offer better interest rates than traditional banks.,Unit 4a Brand power,3. There may come a point when providers will want to raise prices. The bad publicity could hurt the brand. Any negative action (e.g. repossession ) against customer who are also supermarket customers could a

16、lso damage the brand. 4. They offer loyalty schemes, giving bonus points which can be traded for air miles or cash discounts.,Speaking,Imagine your local supermarket offered its own brand of the products and services mentioned in the article. Would you buy them? Why / Why not?,Brand stretching refer

17、s to the use of an established brand name for products in unrelated markets. Hongta Tobacco Group/Hongta Paint YAMAHA Brand extension refers to the use of a successful brand name to launch a new or modified product in a same broad market. Haier Carrefour Marlboro classics Ralph Laurens Polo,Reading,

18、Look at the extracts from advertising leaflets for Sainsburys Bank. Match them with the financial products in the box. What would be the advantages and disadvantages of buying all of these financial products from the same provider?,Unit 4a Brand power,1.在這個廣告片段中的關(guān)鍵詞是no-claim discount (也 可以寫成no-claim

19、s bonus)“無索賠獎金”，指的是“保 險人因前一年未向保險公司要求賠償而享有的保險金 優(yōu)惠”-an amount subtracted from the money paid to an insurance company, because no claims have been made for a particular period. 這顯然與保險業(yè)務(wù) 有關(guān)，因此，這個廣告是關(guān)于home insurance 房屋保 險的。,Unit 4a Brand power,2. 這則廣告中的關(guān)鍵詞是within days 帶有很明確的指 示性信息：如果是信用卡或儲蓄，均可以即時獲得現(xiàn) 金而不用

20、等待幾天，只有個人信貸personal loan要在 辦理后等待幾天，才能獲得現(xiàn)金。所以，這個廣告是 有關(guān)personal loan 個人貸款的。,Unit 4a Brand power,3.這則廣告中的關(guān)鍵詞是outlets around the world. outlet n. shop, etc that sells goods made by a particular company 經(jīng)銷店 e.g. This cosmetics firm has 34 outlets in Britain. 這家化妝品公司在英國有34個經(jīng)銷店. 廣告中所說的業(yè)務(wù)覆蓋全世界，在各地均有專門的營 業(yè)部，

21、顯然是指信用卡業(yè)務(wù)，因此，這個廣告是有關(guān) 信用卡的。,Unit 4a Brand power,4.在這則廣告中，關(guān)鍵詞是the fixed rate 固定不變的利率，在 課文中提到的各種銀行業(yè)務(wù)中，涉及到利率的有mortgage, personal loan和savings account 這三項業(yè)務(wù)，但廣告中有這 樣的一句話。Peace of mind 寧靜的心境，暗示客戶可能為利 率的多少而擔心 。儲蓄利率的調(diào)整權(quán)利在銀行，客戶一般都 有接受認可的心態(tài)因此可以排除saving account這一項。而 personal loan一般都是借貸雙方約定利率的；只有mortgage 是隨著銀行利

22、率的變化而變化，如果銀行的利率不變，客戶就 不用擔心貸款利率是否會上升。所以這個廣告是和抵押貸款有 關(guān)。,Unit 4a Brand power,5.在這個廣告中帶有明確指示性信息的詞是instant access to your money and no fees.客戶在銀行的儲蓄 可以隨時取出，銀行也不收取費用，這個廣告是關(guān)于 saving accounts，儲蓄帳戶的。,Unit 4a Brand power,6.這個廣告的關(guān)鍵詞是reward points。銀行為了吸引 更多的客戶，經(jīng)常在提供信用卡服務(wù)的時候，向顧客 獎勵積分 reward points,因此，這個廣告是和信用卡 服務(wù)有關(guān)的。 7. 這個廣告中的關(guān)鍵詞是flexible competitively priced，這顯然是指保險業(yè)務(wù)，因為保險涉及到保險 利率。因此，這個廣告是有關(guān)home insurance 房屋保 險的。,Unit 4a Brand power,Advantages: convenience/convenient 方便 get discount thro