Unit 2 Brands

Language associated with marketing and brands Basic concepts of brand management

The best 100 best global brands 2009 by BusinessWeek/Interbrand

1. Coca-cola (US$68.73b) +3% 2. IBM (US$60.21b) +2% 3. Microsoft (US$56.65b) -4% 4. General Electric (US$47.78b) -

10% 5. Nokia (US$34.87b) -3% 6. McDonald's (US$32.28b) +4% 7. Google (US$31.98b) +25% 8. Toyota (US$31.33b) -8% 9. Intel (US$30.64b) -2% 10. Disney (US$28.45b) -3%

2009 年中国 500 最具价值品牌 1. Industrial & Commercial Bank of China (RMB125.09b) 2. State Grid Corporation of China (RMB119.37b) 3. CCTV (RMB108.53b) 4. China Mobile (RMB106.83b) 5. China Lift Insurance (Group) Company (RMB82.44b) 6. China Aerospace Science & Technology Corporation (RMB71.63b) 7. Sinochem Corporation (RMB69.33b) 8. China Railway Group Limited (RMB68.74b) 9. Haier (RMB64.11b) 10. Bank of China (RMB63.72b) --- by World Brand Lab in Beijing

Discussion: Brands and I

What are your impressions on those top brands? What do they represent/mean in your opinion?

How loyal are you to the brands you have chosen?

Vocabulary branded goods good/high/excellent/superior/top

quality good/attractive/stylish design high price/reasonable price good after-sale service/after service reliability popularity distinctive features high performance-price ratio

Basic concept of brand management

Listening: What’s branding? p.15 brand equity:

The value - both tangible and intangible that a brand adds to a product/service.

The value a customer places on a branded product or service. It is the qualitative sum of everything that a customer thinks, feels and knows about the product or service.

branding: The process of creating a unique, positive and recognizable identity for a product or service. Along with marketing and advertising, creating a visual identity through signage is an important part of the branding process.

知名品牌的价值通常超乎我们的想象 8 世界上最有价值 大品牌的账面价值与其品牌价值对比

696. 4 640. 9 611. 9 413. 1 308. 6 299. 7 292. 6 263. 80

1000

2000

3000

4000

5000

6000

可口可乐 微软 I BM 通用电气 英特尔 诺基亚 迪斯尼 麦当劳

亿美元

账面价值品牌溢价

账面价值 +品牌溢价 =股票市值

资料来源：《财富》中文版、 xx 分析

book value

market value

Quotation on page 14

Basic concept of brand management

Vocabulary p.15 brand equity (clustered into five categories): brand awareness brand loyalty perceived quality 感知质量 brand associations 品牌联想 other proprietary brand assets (trademarks,

patents, etc.)

Brand brand name: precondition and core

of brand equity brand mark

Brand names and translation

Discussion: 1. List five brands that you think are

successful in both original and translation.

2. List five brands that you think are successes in original but failures in translation.

3. Discuss the factors of success in brand translation.

Brand names: principles A good brand name should: be protected (or at least protectable) under trademark la

w be easy to pronounce be easy to remember be easy to recognize be easy to translate into all languages in the markets whe

re the brand will be used attract attention suggest product benefits or suggest usage suggest the company or product image distinguish the product's positioning relative to the comp

etition. be attractive stand out among a group of other brands

Factors of successful translation

Be easy to pronounce Be easy to recognize Be easy to remember Be attractive suggest product benefits or suggest

usage suggest the company or product image Have culture awareness (localization)

Brand logo

Piracy and fakes

Vocabulary p.16 Reading p.16

OEM original equipment manufacturer 原始设备制造商 1) Original maker: a business that manufactures

parts or components that are used in products assembled or produced by a second company and retailed under the second company's brand name.

e.g. 广达 (30%) ， China manufacturers (86% ) 2) Reseller: a company that acquires a product or

component and reuses or incorporates it into a new product with its own brand name. (VAR: value-added reseller)

e.g. Nike, Dell, Nokia, Haier

Case studies

p.18