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Tasks
• 1. Starting-up • 2. Definition and advantages of branded goods • 3. Category of brand
• 4. Vocabulary: Brand Management
• 5. Listening: Why brands matter? • 6. Reading: Made in Europe
35%
30% 20%
• Length (brand-stretching ability)
15%
2. What does “brand” mean? Ad HS
-- A name, an image, quality , design, service, reliability, status, price A unique combination of three attributes: Product benefits: what makes the consumer like the product Brand image: what makes the consumer trust the product Consumer needs/beliefs: what makes the consumer value the product
Starting up
• Homework
• 1). Vocabulary: Brand management Ex A, B on P7 • 2). Reading: Made in Europe Ex A, B, C, D on P8
Starting up
3. Category of brand -- makeup
• 2. Extra Materials • 3. Group Work ( Divided into 6/7 groups and a leader nominated)
4. Assessments:
• Academic Performance
• Attendance and punctuality • Discussion, Presentation, Meetings
Assertiveness and confidence: even if you have good ideas, you have to know how to make Yourself heard. To give effective presentations and make negotiations are desirable ways to improve your confidence.
- Own instantly recognisable products - Associate specific qualities with the brand (value for money, quality, safety) - Gain greater customer loyalty - Make more profits - Launch related products under the same brand (TCL, Midea, Evergrande/ Hengda)
Starting up
C Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?
Speaker 1: pro brands Branded products are of good quality and reliable; stylish and have a good design. People buy branded products because they want to show others they have style and good taste. Speaker 2: anti brands People buy branded products and it’s so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You can’t always buy the genuine products.
Listening
Skills Case Study
Business English
Overview
Brand
Money
Advertising Culture
Trade
Business Ethics
1. Course Overview
Cover various functional areas: marketing, advertising, human resources, production, trade and etc.
Office: 明德楼 - 524 Email: sharonshu55@
• 1. Course Overview
• 2. Course Objectives • 3. Basic Requirements • 4. Assessments
Business English
Overview Starting up Vocabulary Reading Language Review
• 7. Discussion: Two promotions
• 8. Skills: Taking part in meetings1
Starting up 1B A recent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order.
10 1 5
7
2 9 4 6 3 8
Are you surprised?
Brand Value ranked according to:
• Weight (market share)
• Breadth (cross section of society) • Depth (brand loyalty)
40%
20% 50%
• Homework, Quiz
30%
• Final Exam
60%
Unit 1 Brands
Quotation
Truly great brands are more than just labels for products.
Sir Anthony Joseph Francis O'Reilly is an Irish businessman and former international rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Ireland's first billionaire, he remains one of Ireland's richest citizens. He is popularly known within Ireland as Tony O'Reilly.
Language abilities:
1） 听力能力要求：能基本听懂正常语速的一般商务活动中的电话、 对话、谈判、会议发言等; 2） 阅读能力要求:能读懂中等难度的商务英语文章，了解作者的 观点和态度。阅读速度为每分钟120-160个单词，理解准确率 在75%以上。 3） 口语能力要求：能够用英语介绍公司状况，进行业务咨询，与 客户交流，做简单的商务报告等。 4） 写作能力要求：能够运用所学语言知识，写出基本符合国际商 务惯例、格式规范的一般性商务报告、商务信函、会议纪要和 电子邮件等。 5） 英汉互译能力要求：能够翻译一般性商务材料。 Back
Vห้องสมุดไป่ตู้cabulary 4A Match these word partnerships to their meanings.
Brand management
BRAND
a) the name given to a product
1 loyalty 2 image by the company that makes it b) using an existing name on another type of product c) the ideas and beliefs people have about a brand d) the tendency to always buy a particular brand e) how familiar people are with a brand
Top-end (upmarket brand ) : Dior, Lancôme, Chanel, SK-II, Shiseido Mid-range: Nivea, Revlon, Olay, Ponds Bottom-end (downmarket brand) : Dabao, Caishi
2. Course Objectives
To know more about the international business; To enlarge Business English vocabulary and develop language skills; To improve practical abilities of communication, analyzing and teamwork spirit by means of case study and task-oriented teaching.
Discussion
Why do people like brands?
a) To consumers - Make shopping a lot easier -Buy reliable products (value for money, durable, stylish, well-designed) - High-prestige brands enhance one's status b) To manufacturers
Highlight your talents – from a MNC
Practical skills:
skills that transfer into workplace. Internship is a good way to get hands-on experience.
Cross-cultural communication: being able to really communicate with foreign people. Creative/critical thinking: Chinese learn to memorize, but MNC want talents who have their own ideas. Teamwork and leadership: top graduates = good employees since they have worked so hard to be the best.
Focus on: business knowledge and communication skills；analytical skills and problem-solving skills. Designed for students who want to improve their confidence and ability in conducting business in English.
Competence, Communication, Creation, Co-operation, Confidence
• The most important:
3. Basic Requirements
• 1. Text Book (Unit 1-14) • an exercise book
