手机APP下载

您现在的位置: 首页 > BEC商务英语 > BEC高级 > BEC高级写作辅导 > 正文

BEC商务英语考试高级范文(11):品牌全球化

来源:考试吧 编辑:qihui   可可英语APP下载 |  可可官方微信:ikekenet

Introduction
  This proposal sets out to examine options for the successful globalisation of ourˉBorders brand. The initial marker under consideration is Continental Europe. For the purposes of this proposal, we will be considering three aspect of the brand, namely our logo, the ˉBorders concept and finally, the product itself, ˉBorders wellington boots.
  Findings
  The following findings summarise our key findings.
  It was found that our existing logo, a pair of wellington boots encircled by the word ˉBorders, is visual enough to be used in markets where English is not widely spoken.
  Attitudes to outerwear differ throughout Europe and our boots are likely to appeal to different market sectors in different areas. This has serious implications for the benefits we wish to publicise. Although Danish farmers would be willing to purchase such a high quality product, farmers in some countries are unlikely to choose a British brand over a domestic product. However, the very Britishness of the product would appeal to the style-conscious elements of the French and Italian markets, summoning up images of the English upper classes and country houses.
  Our current product is multi-purpose and as such would not need adapting to suit different sectors of the European market.
  Conclusions
  It was agreed that although the present logo and product are suitable for globalisation as they stand, we propose that the Borders concept be adapted for different markets.
  Recommendations
  We recommend that further studies be carried out into the marketing strategies best suited to different European regions.

重点单词   查看全部解释    
consideration [kənsidə'reiʃən]

想一想再看

n. 考虑,体贴,考虑因素,敬重,意见

 
brand [brænd]

想一想再看

n. 商标,牌子,烙印,标记
vt. 打烙印,

联想记忆
quality ['kwɔliti]

想一想再看

n. 品质,特质,才能
adj. 高品质的

 
purchase ['pə:tʃəs]

想一想再看

vt. 买,购买
n. 购买,购买的物品

 
willing ['wiliŋ]

想一想再看

adj. 愿意的,心甘情愿的

 
unlikely [ʌn'laikli]

想一想再看

adj. 不太可能的

 
current ['kʌrənt]

想一想再看

n. (水、气、电)流,趋势
adj. 流通的

联想记忆
domestic [də'mestik]

想一想再看

adj. 国内的,家庭的,驯养的
n. 家仆,

 
suitable ['sju:təbl]

想一想再看

adj. 合适的,适宜的
adv. 合适

 
appeal [ə'pi:l]

想一想再看

n. 恳求,上诉,吸引力
n. 诉诸裁决

联想记忆


关键字:

发布评论我来说2句

    最新文章

    可可英语官方微信(微信号:ikekenet)

    每天向大家推送短小精悍的英语学习资料.

    添加方式1.扫描上方可可官方微信二维码。
    添加方式2.搜索微信号ikekenet添加即可。