欢迎来到天天文库
浏览记录
ID:57681676
大小:559.50 KB
页数:12页
时间:2020-08-31
《学术英语(管理)_Unit 7.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
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
此文档下载收益归作者所有