Download brand name

Unit 2 Brands
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Language associated with marketing and brands
Basic concepts of brand management
The best 100 best global brands 2009
by BusinessWeek/Interbrand
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1. Coca-cola
2. IBM
3. Microsoft
4. General Electric
5. Nokia
6. McDonald's
7. Google
8. Toyota
9. Intel
10. Disney
(US$68.73b)
(US$60.21b)
(US$56.65b)
(US$47.78b)
(US$34.87b)
(US$32.28b)
(US$31.98b)
(US$31.33b)
(US$30.64b)
(US$28.45b)
+3%
+2%
-4%
-10%
-3%
+4%
+25%
-8%
-2%
-3%
2009年中国500最具价值品牌
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1.
2.
3.
4.
5.
6.
Industrial & Commercial Bank of China (RMB125.09b)
State Grid Corporation of China
(RMB119.37b)
CCTV
(RMB108.53b)
China Mobile
(RMB106.83b)
China Lift Insurance (Group) Company (RMB82.44b)
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
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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
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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
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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
Quotation on page
14
世界上最有价值
8 大品牌的账面价值与其品牌价值对比
market value
book value
6000
账面价值+品牌溢价=股票市值
5000
亿美元
4000
账面价值
品牌溢价
3000
2000
1000
696.4
640.9
611.9
微软
IBM
0
可口可乐
资料来源：《财富》中文版、xx分析
413.1
308.6
通用电气 英特尔
299.7
292.6
263.8
诺基亚
迪斯尼
麦当劳
Basic concept of brand management
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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
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brand name: precondition and core of
brand equity
brand mark
Brand names and translation
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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
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A good brand name should:
be protected (or at least protectable) under trademark law
be easy to pronounce
be easy to remember
be easy to recognize
be easy to translate into all languages in the markets where
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
competition.
be attractive
stand out among a group of other brands
Factors of successful translation
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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
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Vocabulary
Reading
p.16
p.16
OEM
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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: valueadded reseller)
e.g. Nike, Dell, Nokia, Haier
Case studies
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p.18