Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Intercultural Communication,Week 15,Contents,Students Presentation,Unit 7(continued),Unit 8,-Definition of Brand,-Components of Brand,Exam Related,Intercultural Branding,Definition of Branding,-A type of product manufactured by a particular company under a particular name.(New Oxford Dictionary of English),-The name of a product.,-A“name,term,sign,symbol,or design,or combination of them,intended to identify them from competition.(AAA),-A symbol that consumers could differentiate one product from anther.,Intercultural Branding,Key concepts related,-,Brand name,The name given to a product by the company that makes it.,-Brand mark,Elements marked such as symbols or designs.,-,Trade name,The full and legal name of an organisation.,-Trademark,A legal designation indicating the owner has the exclusive right to use the brand or a part of the brand,and others are prohibited by law from using the same brand.,Intercultural Branding,EXAMPLE,Intercultural Branding,Ubiquitous Presence,Added Service,Emotional Values,Core Functionality,Features of a Brand,Intercultural Branding,Brand Equity,-The value of a brand.,-A set of brand assets and liabilities linked to a brand,its name and symbol,that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers.,David Aaker(1991),Intercultural Branding,Brand Equity,-It is based on brand loyalty,brand awareness,perceived quality,brand associations and other proprietary brand assets.,Aaker(1991),Intercultural Branding,Brand globalisation,There are mainly 4 stages:,-Imperial era,-Second World war,-Fall of the Berlin Wall,-Opening up of China,Intercultural Branding,Branding globalisation,The main features of branding globalisation,are:,Consistency of form,Consistency of its core value,Brands performance,Intercultural Branding,Branding globalisation strategies,Selection of a globalisation mode,a.,Based on an existing brand,b.Purchasing existing brands,c.Establishing a brand team,SWOT analysis,Quality and Service,a.High quality,b.Good service and after-sale service,Intercultural Branding,Branding Globalisation Strategies,Adaptability and Standardisation,-Standardisation in brands visual,vocal,auditory and tactile identity.,-Adapt the company to the local culture,Consumer-orientation,-Concern the consumers needs,9),Brand Publicity,Intercultural Branding,Brand Image,-A set of beliefs that customers hold about a particular brand.,-Tangible and Intangible,Legal Protection,-Trademark has legal protection,-Registering the trademark before launching the products,Brand Extension and Brand Stretching,-B.E.refers to the use of a successful brand name to launch a new or modified product in the same broad market.,-B.S.is the use of an established brand name for products in unrelated markets.,Marks Form,During the Semester+Final Exam,During the semester,I.Case Study,Presentation,65%,Report 35%,35%,65%,About the Exam,When?,29/12/2021(Monday),2.00 3.30 pm,How long?,90 minutes,Requirements,Please bring 2B pencils and erasers.,The paper includes:,Multiple choices(25%)/True or False(15%)/,Translation(10%)/Short questions(15%)/,Case study(35%),