Unit 2（课件）- 《新商务英语综合教程4》同步教学（清华大学版）

Section A: Lead-in 2 Learning Objectives 1 Section D: Cultural Tips 5 Section B: Readings 3 4 Section C: Language Skills in Focus 1 Learning Objectives In this unit, you will learn to understand the importance of brand awareness; to know how to protect brand with trademarks; to master the vocabulary related to trademarks and brands; to grasp the translation skills — transformation of numbers; to practice the basic steps in writing. Section A: Lead-in 2 Look at the picture and discuss the core corporate culture of Apple. What information can you get from the picture below? 3 Section B: Readings Brand Awareness Protecting Your Brand with Trademarks Pre-reading Questions: What are the differences between a trademark and a brand? Can you name some famous brands and summarize the reasons why you can remember them? 3. How do brands affect your choice when you decide to buy something? Brand Awareness Smart marketers know that building and maintaining brand awareness is an important part of success in marketing. It is not surprising that the question that often arises is “how do I determine the value and ROI of brand awareness?” The reason it is asked so often is that business executives are not satisfied when marketers are reporting the outcome of their major marketing initiatives as “increased awareness” without any connection to how those initiatives influence purchase decisions and generate sales. Brand awareness refers to how aware customers and potential customers are of your business and its products. Within a week after its introduction, surveys found that more than 90 percent of consumers in the United States had heard about Apple’s iPhone as a result of advertising and news reports. This is an example of exceptionally high brand awareness. Ultimately, achieving successful brand awareness means that your brand is well known and is easily recognizable. Brand awareness is crucial to differentiating your product from other similar products an