1、Unit 5 Branding,品牌,CONTENTS,Teaching AimsBackground InformationPart 1Part 2Complement:Introduction of Google,TEACHING AIMS,After studying this unit, you are required to:1. Have a general idea of the branding.2. Understand the methods to regain the golden age of branding. 3. Understand the balance be
2、tween the corporation brands and our own personal brands.4. Master the difficult words and expressions.,Background Information,“品牌”是指产品或服务的象征，它所涵盖的领域包括商誉、产品、企业文化以及整体营运的管理。品牌是给拥有者带来溢价、产生增值的一种无形的资产，它的载体是用以和其他竞争者的产品或劳务相区分的名称、术语、象征、记号或者设计及其组合，增值的源泉来自于消费者心智中形成的关于其载体的印象。因此，品牌可以看作是一个企业竞争力的总和。,Part 1 The go
3、lden age of branding is gone, but we can bring it back,Preview:If we understand how it came and went, we might be able to recreate it.如果我们了解它（品牌黄金时代）的来去行踪，我们就可能把它重新创造出来。,Brand arrogance has undermined consumer trust, but technology has re-established the balance of power and offers a chance to retur
4、n to a win-win relationship, writes Alan Mitchell.品牌傲慢已经不知不觉地破坏了消费信任，但是技术又重新建立了权力平衡，并且提供了一个能够恢复到双赢关系的机会。 艾伦.米歇尔,Lead-in Questions,In your mind, what does the branding mean?What benefits can branding give us?Has the branding been through changes in recent years? If it has, what kind of changes?,品牌的内涵
5、,Brands represented a unique selling point a clearly and simply stated customer benefit which meant consumers knew exactly what they were buying. Brands were honest. 品牌代表一个“独特的卖点” 一个陈述清晰且简明的客户最佳利益，即客户明确的知道他们在买的东西是什么。品牌就是诚信。,Effects of Brands,1）Brands built trust. 品牌建立信任。2）Building a brand like this
6、might have been expensive, but you were rewarded with higher margins and higher volumes simultaneously. 这样建立一个品牌看似昂贵，但你能同时获得更高的利润和数量。,3）win-win system : brands not only offered consumers better quality products at relatively better prices, they also helped consumers make and implement better decisio
7、ns. “双赢”系统：品牌不仅在相对更合理的价格提供顾客质量更好的产品，同时它们也有助于顾客做出并且实施更好的决定。,4）Brands helped consumers reduce the cost of making good enough decisions. 品牌帮助顾客减少做“足够好的决定”的成本。 good enough decisions：acceptable risk, good enough price/quality trade-off“足够好的决定”：可接受的风险，足够好的价格/质量交易。,5)They also helped consumers implement th
8、ese decisions better by being universally available (distribution) and easy to find （distinctive designs and logos). 它们还通过普遍地分布和容易辨识来帮助顾客更好的实施这些决定。6）Brands were an all-round decision-making service to the consumer. 品牌是一种对于顾客全方位的决策性服务。,Mass advertising cemented the win-win glue via three parallel eff
9、ects.,First, it created awareness. 首先，它产生 品牌认知度。 Second, it made the promises that brands worked so hard to keep.其次，它兑现了品牌努力要遵守的承诺。,Third, the mere fact of advertising sent a trust building signal: If they are prepared to lay their reputation on the line at such great expense, they must be confident
10、 their product is good. 再次，广告仅有的事实传递了建立信任的信号：“如果它们打算将名声赌在如此大的花费上，它们必须对自己的产品有信心。”,Changes of Brands,1）In some marketers minds, the purpose of branding got turned on its head. It was not the brands job to add superior value to the consumer any more. It was the consumers job to add superior value to th
11、e brand.在一些市场营销者的心里，品牌的目的开始出现。品牌的任务再也不是增加最高的价值给顾客，而是顾客要增加价值给品牌。,2）Instead, a by-product of successful brand-building (superior margins) became its purpose.that is the purpose of branding, isnt it, to extract superior margins from consumers pockets.相反的，成功的品牌树立而形成的副产品成为了它的目的。也就是说，从顾客口袋里榨取最多的利润是品牌的目的。,
12、3) Branding means the consumer doesnt have to look under the bonnet to inspect whats inside. So we can cut corners on what is inside and get away with it. 品牌意味着顾客不必要低下头看帽子里面是什么。因此，我们可以走捷径，并且侥幸成功。,4) Under intensifying pressure to maintain clockwork-like superior returns, some brand managers got suck
13、ed into the promises of siren-voiced agency sales pitches and brand gaming.在要保持极佳的报酬的加剧压力之下，一些品牌经理人被卷入了代理处销售骗局和品牌游戏之中。,5) Brands became the new commodities, as picking your way through an ever-more complex brand zoo became increasingly difficult and time consuming. 品牌成为了新的商品，正如在复杂繁多的品牌园里选择一条自己的路变得更加
14、困难和耗时。,Part 1 Key Words and Expressions:,arrogance rns,-si n. 自大；傲慢态度 Readers may find the pretension and arrogance of her style irritating. 读者可以感觉到她文章中的狂妄自负令人反感。2. notoriously nut:risli adv. 众所周知地；声名狼藉地；恶名昭彰地 Those pilots are notoriously poor night flyers. 那些飞行员的夜航技术很差。,3. spectacle spektkl n. 景象，奇
15、观；眼镜；引人羡慕的人 The celebrations provided a magnificent spectacle. 庆祝活动呈现一派宏伟的景象4. reputation ,repjutein n. 名声，名誉；声望 He spotted his reputation by lying repeatedly. 他因反复说谎而败坏了自己的名声。,5. by-product bai,prdkt n. 副产品；附带产生的结果；意外收获 Ammonia, coal tar and coke are all by-products obtained in the manufacture of c
16、oal gas. 氨气、煤焦油、焦煤都是煤气生产过程中的副产品。6. extract ikstrkt, ekstrkt vt. 提取；取出；摘录；榨取 n. 汁；摘录；榨出物；选粹 I had extracted a detailed account from him. 我从他那里打听出了详情。,7. worship w:ip n. 崇拜；礼拜；尊敬 vt. 崇拜；尊敬；爱慕 vi. 拜神；做礼拜 He personifies the worship of money. 他是拜金的化身。8. subsume sbsju:m vt. 把归入；把包括在内 This creature can be
17、subsumed in the class of reptiles. 这种生物可以归入爬行动物一类。,Part 2 Building Your Brand (and keeping your job),Preview: 品牌战略是企业战略的核心内容。随着时代的发展，个人形象与品牌的建立也日渐成为一种趋势。许多大公司的资深管理层员工运用网络、媒体工具，提出自己在工作上的专业分析与观点，以发展自身职业生涯。由此也引发出个人品牌的发展与公司利益如何平衡的问题，这逐渐成为人们关注的焦点。,Lead-in Questions,Whats your opinion about building perso
18、nal brands?What is the corporations attitude towards employee building their own brands? How can we keep the balance between the corporation brands and our own personal brands?,IN A SHAKY ECONOMY, PERSONAL BRANDING IS SUPPOSED TO ENSURE A MEASURE OF JOB SECURITY. IT CANBUT THERES A RIGHT WAY AND A W
19、RONG WAY TO DO IT. 在动荡的经济形势下，个人品牌可能是保证工作安全的一种方式。它能够做到这点但是各有一种正确的和错误的方式来进行。,Today, at a time when jobs are scarce, successful employees working at large companies desperately need to create a brand within a brand, a professional passport that travels with them from place to place. 如今，在工作稀少的时候，在大公司工作的
20、成功职员迫切渴望创造一种“品牌中的品牌”，一本可以任由他们到处旅游的专业护照。,Building a successful brand within a larger brand requires very different skills from those of a free agent. 在大的品牌公司中树立自身成功的品牌与在那些自由的组织机构中树立品牌需要的技能有很多不同。A personal brand must highlight your special strengths, yet at the same time it also must not be too self-p
21、romotional. 一种个人品牌必须突出你的特殊力量，然而同时也不能太自我推销。,THE PROMISED BRAND: HOW TO GET THERE,1 PROVE YOUR WORTH 证明你的价值2 WATCH YOUR LANGUAGE 关注你的语言3 ATTENTION CAN BE BAD 成为注意的焦点可能坏事4 GET CREDITWHEN ITS DUE 保持信誉当应该这么做时,Part 2 Key Words and Expressions:,brainchild breintaild n. 脑力劳动的产物 It was my brainchild and Id l
22、ike to see the job through to the end. 这是我的设想，因而我想看到任务完成。2. concede knsi:d vt. 承认；退让；给予，容许 vi. 让步 Ill concede you are not as bigoted as some. 我承认你不象有些人那么顽固。,3. yearning j:ni adj. 向往的；渴望的；怀念的 n. 渴望；怀念；同情 Everyone is yearning for the weather to change, after his bitter winter. 经过严酷的冬天，大家都渴望天气有所好转。4. d
23、eclaration ,deklrein n. （纳税品等的）申报；宣布；公告；律申诉书 Please make a written declaration of all the goods you bought abroad. 请书面申报你在国外购买的全部商品。,5. alienate eiljneit vt. 使疏远，离间；让与 The numbing labor tended to alienate workers. 枯燥的工作可以使工人变得麻木.6. veteran vetrn n. 老兵；老手；富有经验的人；老运动员 adj. 经验丰富的；老兵的 This washing machi
24、ne is really a veteran. 这台洗衣机真是老古董了。,Introduction of Google,Google : Google Inc. (NASDAQ: GOOG, FWB: GGQ1) is a multinational public cloud computing, Internet search, and advertising technologies corporation. Google hosts and develops a number of Internet-based services and products, and generates p
25、rofit primarily from advertising through its AdWords program. 谷歌：一家开发公共云端计算，因特网搜索，以及广告技术的跨国公司。谷歌掌握并且发展大量的以因特网为基础的服务和产品，还通过它的AdWords （竞价广告）程序从广告中产生了主要利润。,The company was founded by Larry Page and Sergey Brin, often dubbed the Google Guys, while the two were attending Stanford University as Ph.D. cand
26、idates. It was first incorporated as a privately held company on September 4, 1998, and its initial public offering followed on August 19, 2004.该公司由拉里佩奇和谢尔盖布林一起创办。常被译为“”，当时他们正在申请斯坦福大学的哲学博士。它起初在1998年9月4日被合并为私有企业，初次公开发行是在2004年8月19日。,Awesome video games, app-packed iPhones, digital music, Google and on
27、line social networking are just some of the effects of this invisible tipping point. But for marketers, it has a unique significance.了不起的视频游戏，iPhones，电子音乐，谷歌和一些在线社交网络正是这一隐形临界点的作用效果。但对于市场营销者来说，它还有着独特的重要性。,High point of consumer value is no longer a better product, communicated well by persuasive advertising . It is a better decision. What really adds value is easy-to-use information that helps me make and implement decisions that make my life easier, richer and better. 消费者价值的最佳状态已经不再是被诱导性的广告所描述的“一件更好的产品”。它是“一个更好的决定”。真正增加价值的是“易于使用的信息，它们帮助我做出并且实施那些让我的生活更简单，更充实，更好的决定”。,
