《商務導論（英）Ⅰ》 第一章 Brands (2學時)

教學重點：

通過本單元教學，使學生了解品牌形象所包含的因素及品牌的樹立和管理；具體應掌握如何樹立品牌形象。

教學難點：

樹立品牌形象。

教學内容：

1.1品牌形象所包含的因素

1.2品牌形象的樹立及管理

價值引領

要打造更多享譽世界的“中國品牌”，推動中國經濟發展進入高質量發展時代。

思政元素

要動員全社會力量奮力拼搏，更多依靠中國裝備、依托中國品牌，實現中國制造向中國創造的轉變，中國速度向中國質量的轉變，中國産品向中國品牌的轉變，完成中國制造由大變強的戰略任務。

教學組織：

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.

思政融合點：

教師向學生強調“當今國際競争的本質，就是品牌的競争；未來世界經濟的版圖，就是品牌的版圖。”“中國隻有完成從品牌大國向品牌強國的轉變，才能真正實現從制造大國走向制造強國、從經濟大國步入經濟強國的跨越。”等理念，進而與學生分享政府工作報告其中的某些内容，比如——要打造更多享譽世界的“中國品牌”，推動中國經濟發展進入高質量發展時代。《中國制造2025》提出，要動員全社會力量奮力拼搏，更多依靠中國裝備、依托中國品牌，實現中國制造向中國創造的轉變，中國速度向中國質量的轉變，中國産品向中國品牌的轉變，完成中國制造由大變強的戰略任務。

契合2022年FIFA世界杯的廣告投放，進一步讓學生了解贊助卡塔爾世界杯的中國品牌，以及他們打出的廣告宣發文案、标語等，比如，蒙牛的“要強”主題。

● 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.

作業布置：

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

本次課推薦的輔助閱讀資料：

1．10 tips on branding

2．Making brands work around the world

本次課實踐教學活動安排：

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：藍可染 洪斌

2023-02-21