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1、,Unit 5,ENGLISH FOR CAREERS,Unit 5 Brand,职业综合英语 2,新职业英语,Contents,Warm-1,Warming-up,Task Work in pairs. In the table there are some commonly used methods to name a company or brand. Examples of some famous companies or brands are listed below. Discuss with your partner and match the examples with the
2、 corresponding methods.,Warm-2,Warming-up,Ford, McDonalds Sony, Google HSBC, KFC Pizza Hut Nike Clean & Clear Hagen-Dazs,Reading A,Reading A,Text,Task 1,Task 2,Business Know-how,Text A-1,Hagen-Dazs 1 Hagen-Dazs is a brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in the B
3、ronx, New York in 1961. Starting with only three flavors: vanilla, chocolate and coffee, the company opened its first retail store in Brooklyn, New York in 1976. Hagen-Dazs then offered franchises throughout the United States and 54 other countries around the world. Hagen-Dazs produces ice cream, ic
4、e cream bars, ice cream cakes, sorbet and frozen yogurt.,Reading A,翻译,声音,Text A-2,Reading A,翻译,声音,2 The ice cream now comes in many different flavors and is a “super-premium” brand, meaning it is quite dense (very little air is mixed in during manufacture), uses only egg yolks, and has a high butter
5、fat content. Hagen-Dazs is also meant to be kept at a temperature that is substantially lower than most ice creams in order to keep its intended firmness. It is sold both in grocery stores and in dedicated retail outlets.,Text A-3,Reading A,翻译,声音,3 The name of Hagen-Dazs does not derive from any of
6、the North Germanic languages; it is simply two made-up words meant to look Scandinavian to American eyes (the “a” and “zs” are not a part of any native words in any of the Scandinavian languages). This is known in the marketing industry as foreign branding. Mattus thought that Denmark was known for
7、its dairy products and had a positive image in the US. He included an outline map of Denmark on early labels, as well as the name of Copenhagen.,Text A-4,Reading A,翻译,声音,4 Their daughter Doris Hurley told PBS documentary An Ice Cream Show (1999) that her father Reuben Mattus sat at the kitchen table
8、 for hours saying meaningless words until he came up with a combination he liked. He chose this method so that the name would be completely unique and original.,声音,翻译,Text A-5,Reading A,5 The philosophy of Hagen-Dazs is simple: find the purest and finest ingredients in the world and put them in the
9、best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. And it is the reason why the brand has represented fine ice cream for half a century. Since the beginning, Hagen-Dazs has sought to innovate and bring new frozen dessert experie
10、nces to its customers, including distinctive flavors such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche to name just a few. Hagen-Dazs was also the first to introduce the world to ice cream bars for a grown-up taste, with the introduction of the Hagen-Dazs ice cream bars in 1986. Other su
11、per premium innovations followed, with Frozen Yogurt in 1991 and Sorbet in 1993.,Text A-6,Reading A,翻译,声音,6 To this day, Hagen-Dazs remains committed to developing exceptional new super premium frozen dessert experiences, releasing new flavors every year.,A-Trans-1,哈根达斯 1 哈根达斯是由来自纽约布朗克斯区的波兰移民鲁本马特斯和露
12、丝马特斯于1961年创办的一个冰淇淋品牌。他们的第一家零售店于1976年在纽约布鲁克林区开张，一开始时只销售香草、巧克力和咖啡三种口味的冰淇淋。随后，哈根达斯开始在美国以及其他54个国家出售特许经销权。它生产冰淇淋、雪糕、冰淇淋蛋糕、果味冰淇淋以及冰冻酸奶。,Reading A,A-Trans-2,Reading A,2 今天哈根达斯冰淇淋口味有多种，是一个顶级品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在制作过程中几乎没有空气混入），制作时仅使用蛋黄，并且乳脂含量很高。这同时也意味着哈根达斯冰淇淋的存放温度要比大多数品牌低很多，为的就是保持冰淇淋的硬度。哈根达斯产品在杂货店和专营零售店里都有销
13、售。,A-Trans-3,Reading A,3 哈根达斯的名字并非来源于北日耳曼语；它仅仅是两个自创的单词，为的是让美国人觉得它像斯堪的纳维亚语（其中的“a”和“zs”并非任何斯堪的纳维亚语单词中的字母组合）。这在销售行业中被称为品牌异国化。马特斯认为丹麦的乳制品非常出名，并且在美国有一个正面的形象。于是他将丹麦地图以及哥本哈根的名字放在了早期的商标上。,A-Trans-4,Reading A,4 他们的女儿多丽丝赫利在美国公共广播公司的纪录片冰淇淋博览（1999）中曾讲述道，父亲鲁本马特斯在餐桌前坐了好几个小时，嘴里念叨着一些无意义的单词，直到想出这个他喜欢的组合。他采取这种方式为的是能使
14、名字完全原创，独一无二。,A-Trans-5,Reading A,5 哈根达斯的理念非常简单：以世界上最纯最好的原料制作出最佳的冰淇淋、果味冰淇淋和冰冻酸奶。这种经营方式不寻常，同时要求也很苛刻，这也是该品牌半个世纪以来都能作为上等冰淇淋代表的原因。从一开始，哈根达斯就设法革新并且带给顾客全新的冰冻甜点的体验，它有一些非常有特色的口味：瑞士香草杏仁、奶油胡桃、牛奶太妃，诸如此类。哈根达斯还于1986年推出了哈根达斯雪糕系列，首次在全世界推出成人口味雪糕。其他顶级产品的创新随之而来，包括1991年推出的冰冻酸奶和1993年推出的果味冰淇淋。,A-Trans-6,Reading A,6 时至今日，
15、哈根达斯仍致力于开发顶级的冰冻甜点全新体验，每年都推出不同的新口味。,Reading A,flavor,n. a particular taste of a food or drink e.g. You may choose from six popular flavors. e.g. I dont like the flavor of onion. Tran: 这种面包有各种口味。 This bread has plenty of flavors.,Reading A,franchise,n. permission given by a company to someone who want
16、s to sell its goods or services v. to give or sell a franchise to someone e.g. a franchise holder a franchise agreement e.g. He is starting the first school himself, but subsequent ones will be franchised to use the new method. Tran: 他购买了热狗专营权。 He has bought a hot dog franchise .,containing a lot of things, people, plants, etc. in a small area e.g. Traffic slowed down because of the dense fog. e.g. There was a dense crowd waiting to see the pop star. Tran:我们在茂盛的树林中艰难前行。 We fought our way through dense forest.,
