unit 2（课件）- 《新商务英语听说教程4》同步教学（清华大学）

Section A: Lead-in 2 Learning Objectives 1 Section D: After-class Activities 5 Section B: Listening Focus 3 4 Section C: Work Step by Step 1 Learning Objectives to take notes in listening practice;  to get to know the main procedures to register a trademark; to acquire information about the power of brands;  to talk about ways of branding. In this unit, you will learn Section A: Lead-in 2 Icebreaker Reading Aloud Icebreaker What has happened to Yahoo in recent years? What do you know about Yahoo’s culture? Look at the pictures below and answer the questions. Icebreaker Do you know what these brands represent? Which one are you most interested in? Reading Aloud What do customers know from a brand? What are the functions of the brands from a company’s perspective? Why do the companies choose to brand their products? What kind of brands do consumers often purchase? Reading Aloud Questions: Reading Aloud The brand or its legal term, trademark, affixed to the product helps the consumer understand where it was manufactured or produced. From the brand owner’s perspective, it distinguishes the products or services from those of its competitors. Consumers, in turn, can be assured the product they are purchasing is exactly what they want. Based on its reputation, a brand will convey a level of quality, reliability and durability. Reading Aloud The primary reason companies choose to brand their products is to differentiate them from their competitors’ products. For example, most consumers have no problem differentiating a Coke from a Pepsi. By giving their products a brand, a company or brand owner can begin to communicate with their consumers regarding the attributes of their products. Reading Aloud Over time, consumers can begin to rely on the brand to connote not only a product’s value but also its reputation. If consumers like what a brand represents and they have purchased it before, there is a higher likelihood they will choose the brand of their pref