Chapter 4 Part3（课件）-《跨境电子商务英语》同步教学（北京邮电大学出版社）

Chapter 4 Store Profile Part 1 Storefront Part 2 Company Profi le 1 2 3 4 5 目 录 ONTENTS 行业PPT模板http:///hangye/ 6 Part 3 Brand Story 第 3 页 Objectives be able to set up a storefront Chapter 4 Store Profile be able to write a company profile be able to write a brand story PART 3 Brand Story Brand Story 第 5 页 1. What Is Brand The American Marketing Association defines a brand as follows: A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of other sellers”. In essence, a brand identifies the seller or maker. It can be a name, trademark, logo, or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name forever. A brand is essentially a seller’s promise to consistently provide a specific set of features, benefi ts, and services to the buyers. The best brands convey a warranty of quality. Brand Story 第 6 页 2. How to Develop a Brand First, create a logo for your business. They say a picture is worth a thousand words. So is an icon or a symbol. Generally, the simpler your logo is, the better. Articulate the overall goal and vision of your business by developing a mission statement. Mission statement is the offi cial statement of a company’s aims and purposes. Develop a tagline (slogan) that clearly states what you want your business to be known for. A tagline should be short, concise, catchy, easy to remember and unique to your business, like Nike’s advertising slogan: Just do it. Incorporate your logo and tagline into all of your marketing materials and advertising promotions. Consider creating a jingle that incorporates your business tagline. A unique jingle attracts attention and conveys your company’s message in a professional manner. Be sure all of your marketing materials, your advertising campaigns and the day-to-day operations of your business are consistent with the image