Unit 5.ppt

After studying this unit, you are expected to:

• identify some world-famous brands, knowing how to call them in both Chinese and English;

• understand the importance of branding and know some brand-naming methods;

• know the key to a successful brand through the case of Häagen-Dazs;

• understand marketing skills and franchising strategies;

• make leaflets for different purposes.

Scandinavia: a historical and cultural-linguistic region in Northern Europe characterized by a common ethno-cultural Germanic heritage and related languages, which includes the three kingdoms of Denmark, Norway, and Sweden.

Franchising is the practice of selling the right to use a firm's successful business model. It gives the franchisor an alternative to building "chain stores" to distribute goods that avoids the investments and liability of a chain.

Leaflet

A leaflet is a written or pictorial message on a single sheet of paper. Leaflets are mainly used to give information or to advertise. They are designed to be handed out to people, either by hand, by post, inserted in local newspapers, or left in shops, restaurants, cafés, libraries... wherever they will catch someone's eye.

A leaflet has no standard format, but we should follow some rules to organize its content. Usually a leaflet begins with an introduction of the service or product it intends to promote. Next, it provides supporting details. Finally, it makes some requests for readers. In a leaflet, the company's name, logo and contact are the most important factors, so they should be put at the beginning or end of the leaflet.

Points to remember when creating a leaflet:

• Be clear about the point you want to make;

• Make sure your text is persuasive, interesting to read, catchy and memorable;

• Don't cram it with text. Use pictures and graphics as well;

• The layout is very important as it should highlight the main points.