学术英语(管理)_Unit 7.ppt

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1、TextAUnit7BrandsandBranding1)CriticalthinkingandreadingofTextA2)Languagebuilding-upTheImportanceofBrandsSeveraltermsbrand品牌branding:effortsoncreating,maintaining,andaddingmorevalueto,abrand品牌建设brandvalue品牌价值brandequity品牌资产brandedproducts(orservices)品牌产品(或服务）Fillinthefollowingt

2、ableonbrandexperienceDefinitionofbrandexperienceObjectiveofbrandexperience--For-profitorganizations--NonprofitorganizationsExamplesofbrandexperience--aconsumerbank--aregionalcoffeecompanyLessonsdrawnfromexamplesWhyisbrandexperienceimportant?CriticalreadingandthinkingTextAkeyDe

3、finitionofbrandexperienceWhenanaudienceengagesyourbrandinperson,throughthemedia,orinotherways,itiscalledabrandexperience.Objectiveofbrandexperience--For-profitorganizations--Nonprofitorganizations--Leavingthecustomerfeelingsatisfiedandeagerto—oratleastwillingto—engagethebranda

4、gain;--MakingthepersonwhoexperiencesthebrandafanandpassthatinformationontoothersExamplesofbrandexperience--aconsumerbank--aregionalcoffeecompany--Advertisinginconsistentwithbranchexperience--ColorschemeofdirectmailsinconsistentwiththatofthekioskTextACriticalreadingandthinkingT

5、extALessonsdrawnfromexamplesBrandexperienceshouldbeconsistentandcontrolledbytheorganizationateverypointofcontactWhyisbrandexperienceimportant?Abrandistheresultofanaggregateofimpressionsprovidedthroughanynumberoftouchpoints.Ittakesmanypositiveimpressionstocementtheaudience’simp

6、ressionofanorganizationanditsbrand,whereasitcantakejustoneincongruentorunpleasantexperiencetoweakenorevenunravelanorganization’simageorbrand.CriticalreadingandthinkingkeyDrawlinestomatchthefollowingsynonymoustermsalltakenfromTextA.Sometimesmorethanonematchispossible.firmgeneri

7、cproductsbrandingprogramtouchpointdisconnectdirectmailmailerpointofengagementinconsistencycompanymarketingcommunicationprogramincongruenceagencynonbrandedproductpromotionmediaprogramTextALanguagebuilding-upSignpostlanguage:causeandeffectCausesbecausethereason(s)thecause(s)isdu

8、etoiscausedbysinceresultedfromledtoEffectsthereforeconsequent