THE BUSINESS OF BRANDS 品牌的商機2

Brand benefits

Brands offer benefits to both the consumers that buy them and the companies that make them. They tie the manufacturer’s reputation to the product and, as a result, brand-name products are often perceived as being of superior quality. Brand-name products also tend to have a distinctive look or form. This makes it easier for customers to identify things they are looking for when shopping. It also gives companies a convenient way to get repeat customers and to protect their products through copyright laws. Thanks to advertising, many brands are associated with certain values, traits and lifestyles.

In consequence, the brands we use communicate a message about who we are to others. The business of brands is huge. Together, the world’s 10 biggest brands are valued at more than US$420 billion. And those numbers don’t include the value of the companies – that’s the value of the brand names alone! That means that for the corporations that own them, brands are more than just product names. They are valuable assets that need to be maintained and protected against devaluation – even if doing so means losing US$100 million.

distinctive

copyright

corporation

devaluation

【Grammar on the go】

Thanks to advertising, many brands are associated with certain values, traits and lifestyles.

thanks toàbecause of

Because of advertising, many brands are associated with certain values, traits and lifestyles.

Thanks to the nice weather, the park clean-up was a pleasant experience for all the participants.

Our team lost - thanks to Bobby for losing control of the ball.

【 Chat room】

repeat  adj.一再的、重覆的

repeat offender (法律上)慣犯

repeat customers持續購買的顧客

regular 當名詞—老顧客

the usual (當點餐時)一如往常

I’ll have the usual.

【Key word】

distinctive 有特色的、特殊的

distinct

The distinctive taste of cilantro made the dish more delicious.

香菜獨特的味道讓這道菜更可口

The singer’s distinctive voice made her easily recognized on the radio.

trait特色、特徵

This researcher carefully documented the newly discovered species’s traits.

這個研究學者仔細的紀錄了這個新發現的物種的特徵。

Bob’s most agreeable character trait is his sense of humor.

Bob最討人喜歡的特質就是他的幽默感

devaluation 貶值、價值的降低

The devaluation of the US dollar impacted global economy.

美元的貶值對全球經濟造成了影響

The failed merger caused devaluation in both corporations.

合併案的破局造成雙方公司市值的貶值