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1、Unit 7Brands andBranding Text A Unit 7Brands and Branding1) Critical thinking and reading of Text A2) Language building-upThe Importance of BrandsUnit 7Brands andBranding Several termsbrand 品牌branding: efforts on creating, maintaining, and adding more value to, a brand 品牌建设brand value 品牌价值brand equi
2、ty 品牌资产branded products (or services) 品牌产品 (或服务） Unit 7Brands andBranding Fill in the following table on brand experience Definition of brand experienceObjective of brand experience - For-profit organizations- Nonprofit organizationsExamples of brand experience- a consumer bank- a regional coffee co
3、mpanyLessons drawn from examplesWhy is brand experience important?Critical reading and thinkingText AUnit 7Brands andBranding keyDefinition of brand experienceWhen an audience engages your brand in person, through the media, or in other ways, it is called a brand experience.Objective of brand experi
4、ence - For-profit organizations- Nonprofit organizations-Leaving the customer feeling satisfied and eager toor at least willing toengage the brand again;- Making the person who experiences the brand a fan and pass that information on to othersExamples of brand experience- a consumer bank- a regional
5、 coffee company-Advertising inconsistent with branch experience-Color scheme of direct mails inconsistent with that of the kiosk Text ACritical reading and thinkingUnit 7Brands andBranding Text ALessons drawn from examplesBrand experience should be consistent and controlled by the organization at ev
6、ery point of contactWhy is brand experience important?A brand is the result of an aggregate of impressions provided through any number of touch points. It takes many positive impressions to cement the audiences impression of an organization and its brand, whereas it can take just one incongruent or
7、unpleasant experience to weaken or even unravel an organizations image or brand.Critical reading and thinkingkeyUnit 7Brands andBranding Draw lines to match the following synonymous terms all taken from Text A. Sometimes more than one match is possible.firm generic productsbranding programtouch poin
8、tdisconnectdirect mail mailerpoint of engagementinconsistencycompanymarketing communication programincongruenceagencynonbranded productpromotionmedia programText ALanguage building-upUnit 7Brands andBranding Signpost language: cause and effectCausesbecausethe reason(s)the cause(s) is due tois caused
9、 bysince resulted fromled toEffectsthereforeconsequentlythusas a consequenceled tothe resultsas a resultthe effect wasresulted in the outcomeon that accountText ALanguage building-upUnit 7Brands andBranding Formal English paraphrase the following sentences in your own language. Why do Nike shoes sel
10、l for a 70% premium over generic athletic shoes?Branded products, services, and companies are worth more and carry more respect than nonbranded ones.Text ALanguage building-upUnit 7Brands andBranding keyWhy are Nike shoes 70% more expensive than generic athletic shoes?Branded products, services, and
11、 companies are worth more and respected more than nonbranded ones.Text ALanguage building-upUnit 7Brands andBranding Text AWhen an audience engages your brand in person, through the media, or in other ways, it is called a “brand experience.” A few years ago, when our marketing communications firm ga
12、ined a midsize, statewide consumer bank as a client, they informed us that their previous agency had completed a branding program for them.Language building-upUnit 7Brands andBranding KeyWhen an audience gets in touch with your brand in person, through the media, or in other ways, it is called a brand experience.A few years ago, when our marketing communications firm won a midsize, statewide consumer bank as a client , they told us that their previous agency had completed a branding program for them. Text ALanguage building-up
