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1、Unit 7Brands andBranding Text A Unit 7Brands and Branding 1) Critical thinking and reading of Text A2) Language building-upThe Importance of Brands Unit 7Brands andBranding Several terms brand 品牌 branding: efforts on creating, maintaining, and adding more value to, a brand 品牌建設(shè) brand value 品牌價(jià)值 bran

2、d equity 品牌資產(chǎn) branded products (or services) 品牌產(chǎn)品 (或服務(wù)） 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 c

3、offee companyLessons drawn from examplesWhy is brand experience important? Critical reading and thinkingText A Unit 7Brands andBranding keyDefinition of brand experience When an audience engages your brand in person, through the media, or in other ways, it is called a brand experience.Objective of b

4、rand experience - 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

5、- a regional coffee company -Advertising inconsistent with branch experience-Color scheme of direct mails inconsistent with that of the kiosk Text A Critical reading and thinking Unit 7Brands andBranding Text ALessons drawn from examples Brand experience should be consistent and controlled by the or

6、ganization at every 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 on

7、e incongruent or unpleasant experience to weaken or even unravel an organizations image or brand. Critical reading and thinkingkey Unit 7Brands andBranding Draw lines to match the following synonymous terms all taken from Text A. Sometimes more than one match is possible. firm generic products brand

8、ing program touch point disconnect direct mail mailer point of engagement inconsistency company marketing communication program incongruence agency nonbranded product promotion media programText A Language building-up Unit 7Brands andBranding Signpost language: cause and effect Causesbecausethe reas

9、on(s)the cause(s) is due tois caused bysince resulted fromled to Effectsthereforeconsequentlythusas a consequenceled tothe resultsas a resultthe effect was resulted in the outcomeon that account Text A Language building-up Unit 7Brands andBranding Formal English paraphrase the following sentences in

10、 your own language. Why do Nike shoes sell for a 7 0 % premium over generic athletic shoes? Branded products, services, and companies are worth more and carry more respect than nonbranded ones.Text A Language building-up Unit 7Brands andBranding key Why are Nike shoes 7 0 % more expensive than gener

11、ic athletic shoes? Branded products, services, and companies are worth more and respected more than nonbranded ones.Text A Language building-up Unit 7Brands andBranding Text A When an audience engages your brand in person, through the media, or in other ways, it is called a “brand experience.” A few

12、 years ago, when our marketing communications firm gained a midsize, statewide consumer bank as a client, they informed us that their previous agency had completed a branding program for them. Language building-up Unit 7Brands andBranding Key When 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 A Language building-up