Unit 7 Brands and branding Text A The importance of brands
Unit 7 Brands and branding Text A The importance of brands
Lead in What is a brand? In ancient times a brand was an iron used when red hot for burning a mark into the skin of a domestic animal so that its owner would know whether it belonged to the herd or not What is a brand in today 's globalized marketplace? Definition: a brand is a relationship between an organization, product, or service and a potential buyer. (Text A)
Lead in • What is a brand? – In ancient times, a brand was an iron used when redhot for burning a mark into the skin of a domestic animal so that its owner would know whether it belonged to the herd or not. • What is a brand in today’s globalized marketplace? Definition: • A brand is a relationship between an organization, product, or service and a potential buyer. (Text A)
Lead in Making prediction Group discussion Lead-in task, p 148 1. What are the established brands on top of your mind? 2. What are the physical characteristics of these brands? For example, is it a name, a logo, a picture, or a piece of music or animation? 3. What emotions do these brands arouse in you? 4. Which is more important for a brand the physical attributes or the emotional associations? Read Text a to get more knowledge about brands and branding
Lead in Making prediction • Group discussion: Lead-in task, p. 148 1. What are the established brands on top of your mind? 2. What are the physical characteristics of these brands? For example, is it a name, a logo, a picture, or a piece of music or animation? 3. What emotions do these brands arouse in you? 4. Which is more important for a brand, the physical attributes or the emotional associations? • Read Text A to get more knowledge about brands and branding
Reading and researching Text A The importance of brands Source: Conscious Branding(2009), by David Funk and Anne marie Levis Read para 3-8 and finish Task 1 on p. 153 Brand experience(para. 3, L2): Footnote 6 a brand' s action perceived by a person品牌体 验 Every interaction between an individual and a tangible or intangible brand artefact (4)can be seen as a brand experience
Reading and researching Text A The importance of brands • Source: Conscious Branding (2009), by David Funk and Anne Marie Levis. • Read para. 3-8 and finish Task 1 on p. 153 Brand experience (para.3, L2): Footnote 6 • A brand’s action perceived by a person.品牌体 验 • Every interaction between an individual and a tangible or intangible brand artefact (事物) can be seen as a brand experience
Text A The importance of brands Definition of brand When an audience engages your brand experience in person, through the media, or in other ways, it is called a brand experience.(para. 3, LI) Objective of For-profit Leaving customers feeling satisfied and brand organization eager to(or at least willing to)engage in experlence the brand again(para. 3, S3) Non-profit Making the person who experiences the organization brand become a fan and pass that information on to others.(para. 3, S4) Examples of A consumer Advertising inconsistent with branch brand bank experience(paras. 5-6) experience A regional Color scheme of direct mails coffee consistent with that of the kiosk(para. 7) coinpany
Text A The importance of brands Definition of brand experience Objective of brand experience For-profit organization Non-profit organization Examples of brand experience A consumer bank A regional coffee company When an audience engages your brand in person, through the media, or in other ways, it is called a brand experience. (para. 3, L1) Leaving customers feeling satisfied and eager to (or at least willing to) engage in the brand again (para. 3, S3) Making the person who experiences the brand become a fan and pass that information on to others. (para. 3, S4) Advertising inconsistent with branch experience (paras. 5-6) Color scheme of direct mails inconsistent with that of the kiosk (para. 7)
Reading and researching Text A The importance of brands Lessons drawn from Brand experience should be examples consistent and controlled by the organization at every point of contact.(para. 6, the last sentence) The importance of A brand is the result of an br orand experience aggregate体,全部 of impressions provided through any number of touch points. (para. 8)
Reading and researching Text A The importance of brands Lessons drawn from examples The importance of brand experience Brand experience should be consistent and controlled by the organization at every point of contact. (para. 6, the last sentence) A brand is the result of an aggregate (整体，全部) of impressions provided through any number of touch points. (para. 8)
Reading and researching Text A The importance of brands Specialized terms touch point(para. 8, L3) The point where the consumers and the business get in touch
Reading and researching Text A The importance of brands Specialized terms: touch point (para. 8, L3): • The point where the consumers and the business get in touch
Reading and researching Text A The importance of brands Para.9-15: What is a brand Definition para. 11 a brand is a relationship between an organization product, or service and a potential buyer
Reading and researching Text A The importance of brands Para. 9-15: What is a brand • Definition: para. 11 • A brand is a relationship between an organization, product, or service and a potential buyer
Reading and researching Text A The importance of brands a brand is a relationshi Examples you have eaten at a restaurant where you werent comfortable because it didnt feel like a place where you belonged Or you have gone to a store that just didn't carry merchandise that felt like you because you are unable to relate to the company or person providing the brand experience. ( para. 11)
Reading and researching Text A The importance of brands • A brand is a relationship. Examples • … you have eaten at a restaurant where you weren’t comfortable because it didn’t feel like a place where you belonged. • Or you have gone to a store that just didn’t carry merchandise that felt like you. • … because you are unable to relate to the company or person providing the brand experience. (para. 11)
Reading and researching Text A The importance of brands a brand is a relationship Explanation(para. 12) It's just that our intuition is guicker than our logic-processing function and, it is difficult to recognize and explain our feelings The reasons that we relate better to one thing over another or one person are highly complex and deeply rooted in culture environment, values, beliefs, and heredity
Reading and researching Text A The importance of brands • A brand is a relationship. Explanation (para. 12) • It’ s just that our intuition is quicker than our logic-processing function and, it is difficult to recognize and explain our feelings. • The reasons that we relate better to one thing over another, or one person, are highly complex and deeply rooted in culture, environment, values, beliefs, and heredity