unit 3（课件）- 《智学商务英语视听说教程4》同步教学（大连理工版）

Branding Unit 3 1 Branding Unit 3 Learning Objectives After completing this unit, you should be able to: · acquire vocabulary related to branding; · understand the basic knowledge of branding and learn how to create a brand strategy; · develop speaking skills through making a short oral presentation. 2 Western Dining Directions: The humorous comic strip below is a great illustration of the differences among the key areas in running a business. Please match the terms below to their illustrations. D A Part Ⅰ Warm-up 3 Western Dining E B F C Part Ⅰ Warm-up 4 Directions: In the following two tasks, you are going to hear two dialogues about what branding is and why it’s important. You are required to complete the exercises. conceptn.概念 identityn.识别 gutfeeling直觉 rawmaterial原材料 insightfuladj.有深刻见解的perspectiven.观点 strategyn.策略 generatev.产生 marketern.营销人员 biasn.偏见 objectivelyadv.客观地 creatureofhabit墨守成规的人eliminatev.消除 abundantadj.大量的 customerloyalty顾客忠诚度 awarenessn.认知度 ahandfulof少量的 Part Ⅱ Subtopic 1 — What is branding? 5 　　The presenter is interviewing his guest, Marty, who is an author and a brand strategist in the area of branding. Listen to the dialogue and fill in the blanks. Discussing Branding? (1) Branding is not a _________, not a _________, not a _________, not an _________ either. (2) A brand is a result. It’s a customer’s _____________ about a product, service or company. (3) Each customer has a different brand of you. So a brand is like a ____________. (4) Your brand is not what you say it is. It’s ________________. (5) The branding process includes _____________, _____________, _____________, how to create a____________, a __________, and ________________. logo product promise impression gut feeling reputation what they say it is identity design logo design web design brand name tagline brand messaging Part Ⅱ Subtopic 1 — What is branding? 6 A: Chris (Presenter) B: Marty Neumeier (Brand Strategi