文档介绍：Unit 5
Brand Equity and Global Brands
品牌资产和全球品牌
Comprehension questions:
1. Explain briefly the concept of brand equity.
2. From what perspectives can we view brand equity?
3. Can strong brand equity provide any benefits? What are those possible benefits?
4. Why it is said, “brand equity is not always positive in value”?
Part A Exercises
1) Directions: Listen to the first news item carefully plete the following
passage by filling the missing information.
Possibly no brand has done a better job of mining the potential of these new
brand-building principles than Korean consumer electronics manufacturer Samsung
Electronics Co. Less than a _______ ago, it was a maker of lower-end consumer
electronics under a handful of brand names. Over the past _______ years, No. 20
Samsung has posted the biggest gain in value of any Global ________ brand, with a
186% surge. Even sweeter, last year Samsung surpassed No. _______ Sony, in overall
brand value. However, some of the older brands in our ranking are clearly ________
to remake their marketing and product mix for a plex world. This year's
biggest losers in brand value include Sony (down 16%), ________ (down 12%), and
Levi's (down ________). VW acknowledges its brand value slippage.
2) Directions: Listen to the second news item carefully and decide whether the
follow