《商务导论（英）Ⅰ》 第一章 Brands (2学时)

教学重点：

通过本单元教学，使学生了解品牌形象所包含的因素及品牌的树立和管理；具体应掌握如何树立品牌形象。

教学难点：

树立品牌形象。

教学内容：

1.1品牌形象所包含的因素

1.2品牌形象的树立及管理

价值引领

要打造更多享誉世界的“中国品牌”，推动中国经济发展进入高质量发展时代。

思政元素

要动员全社会力量奋力拼搏，更多依靠中国装备、依托中国品牌，实现中国制造向中国创造的转变，中国速度向中国质量的转变，中国产品向中国品牌的转变，完成中国制造由大变强的战略任务。

教学组织：

Starting up

Work in pairs: List some of favorite brands and tell your partner the reasons you choose these brands. What images do they have? How loyal are you to the brands? What are the benefits of a brand? If you don’t buy branded goods, why?

Vocabulary

● Brand

– a symbolic combination of all the information connected with a product or service. A brand typically includes a name, logo, sign, symbol, design and other visual elements, which are used to uniquely identify a producer’s goods/services and differentiate them from competitors.

● Branding

– an advertising campaign that focuses on introducing, re-introducing or enforcing the brand and brand identity.

● Brand image

– The total of all the impressions the consumer receives from the brand. These include actual experience, hearsay from other consumers, its packaging, its name, the kind of store in which it is sold, advertising, and the types of people seen using, buying or recommending the brand.

思政融合点：

教师向学生强调“当今国际竞争的本质，就是品牌的竞争；未来世界经济的版图，就是品牌的版图。”“中国只有完成从品牌大国向品牌强国的转变，才能真正实现从制造大国走向制造强国、从经济大国步入经济强国的跨越。”等理念，进而与学生分享政府工作报告其中的某些内容，比如——要打造更多享誉世界的“中国品牌”，推动中国经济发展进入高质量发展时代。《中国制造2025》提出，要动员全社会力量奋力拼搏，更多依靠中国装备、依托中国品牌，实现中国制造向中国创造的转变，中国速度向中国质量的转变，中国产品向中国品牌的转变，完成中国制造由大变强的战略任务。

契合2022年FIFA世界杯的广告投放，进一步让学生了解赞助卡塔尔世界杯的中国品牌，以及他们打出的广告宣发文案、标语等，比如，蒙牛的“要强”主题。

● Brand equity

– The added value a brand name identity brings to a product or service. It is placed on the brand by consumers. Brand equity is more than intrinsic value placed on the product or service, and encompassing everything that a consumer thinks, feels, and knows about a brand.

● Brand awareness

– The proportion of target customers that recall a brand.

– Realization by a consumer of the existence and availability of a particular product.

● Brand loyalty

– The inclination to continue buying the same brand. In marketing, Brand loyalty is the strongest measure of a brand's value, it can be demonstrated by repeated buying of a product or service, of a good word of mouth and avocations of a product or service.

● Brand stretching / extension

– The application of a brand beyond its initial range of products, or outside of its category.

Listening: what is branding?

A brand can be a name, a term or a symbol. It is used to differentiate a product from competitors’ products. The brands guarantee a certain quality level. Brands should add value to products. It’s a synergy effect whereby one plus one equals three. But customers must believe they get extra value for money.

作业布置：

Complete the exercises for the reading task in the course book.

本次课推荐的辅助阅读资料：

1．10 tips on branding

2．Making brands work around the world

本次课实践教学活动安排：

Students are required to visit IKEA store in groups and write a report about their reflection on the visit:

1. How does IKEA work to establish its brand image?

2. How does IKEA differentiate itself from other competitors?

 

供稿：蓝可染 洪斌

2023-02-21