裤尉6黄学 《商务英语》 授课教案 在我们国内市场上，这种消费品的价格是放开的。 3.There's a large variety of consumer goods in the shops. 商店里备有各种各样的消费品。 Brand Image 品牌形象 the impression on the public of an enterprise or a company's trademark 一个企业或公司商标在公众心目中的印象。 Advertising is often used to make consumers aware of a product's special low price or its benefits.But an even more important function of advertising is to create an image that consumers associate with a product,known as the brand image.The brand image goes far beyond the functional characteristics of the product.For example,a soft drink may have a particular taste that is one of its benefits.But when consumers think of it,they not only think of its taste,but they may also associate it with high energy, extreme action,unconventional behavior,and youth.All of those meanings have been added to the product by advertising.Consumers frequently buy the product not only for its functional characteristics but also because they want to be identified with the image associated with the brand. brand 品牌 俗称牌子或牌号，它包括牌子名称、商标和品牌标志。品牌名称指品牌中可以用语言表达的部分， 品牌标志指品牌中可被识别，但不能用语言表达的部分，包括标志、符号、图案、专门设计的颜 色、字体等。 trade mark 商标 是商品的标记，通常由文字、符号、图案来表示。它代表商品的质量和特性。 label 标签 指为补充牌子和商标的说明，附着或系挂在商品或商品包装上记载商品的特征、品质、价格数量 的文字、图形、雕刻及印制说明的小牌子。 Language points 3《商务英语》 授课教案 3 在我们国内市场上，这种消费品的价格是放开的。 3. There’s a large variety of consumer goods in the shops. 商店里备有各种各样的消费品。 Brand Image 品牌形象 the impression on the public of an enterprise or a company’s trademark 一个企业或公司商标在公众心目中的印象。 Advertising is often used to make consumers aware of a product’s special low price or its benefits. But an even more important function of advertising is to create an image that consumers associate with a product, known as the brand image. The brand image goes far beyond the functional characteristics of the product. For example, a soft drink may have a particular taste that is one of its benefits. But when consumers think of it, they not only think of its taste, but they may also associate it with high energy, extreme action, unconventional behavior, and youth. All of those meanings have been added to the product by advertising. Consumers frequently buy the product not only for its functional characteristics but also because they want to be identified with the image associated with the brand. brand 品牌 俗称牌子或牌号，它包括牌子名称、商标和品牌标志。品牌名称指品牌中可以用语言表达的部分， 品牌标志指品牌中可被识别，但不能用语言表达的部分，包括标志、符号、图案、专门设计的颜 色、字体等。 trade mark 商标 是商品的标记，通常由文字、符号、图案来表示。它代表商品的质量和特性。 label 标签 指为补充牌子和商标的说明，附着或系挂在商品或商品包装上记载商品的特征、品质、价格数量 的文字、图形、雕刻及印制说明的小牌子。 Language points