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1、Text A,Unit 7Brands and Branding,1)Critical thinking and reading of Text A2)Language building-up,The Importance of Brands,Several terms,brand 品牌branding:efforts on creating,maintaining,and adding more value to,a brand 品牌建设brand value 品牌价值brand equity 品牌资产branded products(or services)品牌产品(或服务）,Fill i
2、n the following table on brand experience,Critical reading and thinking,Text A,key,Text A,Critical reading and thinking,Text A,Critical reading and thinking,key,Draw lines to match the following synonymous terms all taken from Text A.Sometimes more than one match is possible.,firm generic productsbr
3、anding programtouch pointdisconnectdirect mail,mailerpoint of engagementinconsistencycompanymarketing communication programincongruenceagencynonbranded productpromotionmedia program,Text A,Language building-up,Signpost language:cause and effect,Causesbecausethe reason(s)the cause(s)is due tois cause
4、d bysince resulted fromled to,Effectsthereforeconsequentlythusas a consequenceled tothe resultsas a resultthe effect wasresulted in the outcomeon that account,Text A,Language building-up,Formal English paraphrase the following sentences in your own language.,Why do Nike shoes sell for a 70%premium o
5、ver generic athletic shoes?Branded products,services,and companies are worth more and carry more respect than nonbranded ones.,Text A,Language building-up,key,Why are Nike shoes 70%more expensive than generic athletic shoes?Branded products,services,and companies are worth more and respected more th
6、an nonbranded ones.,Text A,Language building-up,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 years ago,when our marketing communications firm gained a midsize,statewide consumer bank as a client,they informed us that t
7、heir previous agency had completed a branding program for them.,Language building-up,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,
