Unit 8 Brands（课件）- 《综合商务英语第2册》同步教学（人民大学版）

《综合商务英语 II》 Unit 8 L/O/G/O A Brand is not a product or a promise or a feeling. It’s the sum of all the experiences you have with a company. —Amir Kassae, DDB Worldwide Chief Creative Officer Welcome to the business world! Comprehensive Business English Book 2 Unit 8 Brands Text A Text study New words and expressions Idea sharing Writing & Role play TEXT A Comprehensive Business English Book 2 Unit 8 Lead-in Q 1 Q 2 Q 3 Can you list some world-famous brands? Do you know the difference between a brand and a trademark? Comprehensive Business English Book 2 Unit 8 What are the benefits a successful brand can bring to a company? Probable answer to Q1 A trademark identifies and distinguishes the products of one business firm from those of another. It may include a word, a sentence, a symbol, a picture, or any combination of these. Trademarks must be attached directly to the product. Many trademarks contain the name of the business. But manufacturers often use some words to describe the qualities of the owner of the product, or make up a word. The spoken part of a trademark is called the brand name. Please compare the two examples as follows: 1.Products bearing a famous trademark sell well. 2.I like this brand of tea. Probable answer to Q2 Can you name these brands listed below? Probable answer to Q3 A brand is a name, word, sign, symbol, design, or a combination of these, intended to identify the goods or services of a company or a group of companies. Another purpose of a brand is to contrast one company from another. The most important skill of professional marketers is the ability to create, maintain, protect, and enhance the brands of their products and services. Branding has become so important that today hardly any company or product is without one. Text A in-depth study There is a lot of confusion around branding, there are multiple definitions, so what is branding? Decades ago branding was defined as a name, slogan, sign, symbol or design, or a com