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商务类阅读英文作文英文：As a business professional, reading is an essential part of my daily routine. It not only helps me stay updated with the latest trends and developments in my industry but also enhances my communication skills. However, reading in English can sometimes be challenging, especially when it comes to business-related content. In this article, I will share some tips on how to improve your business reading skills in English.Firstly, it is important to understand the context of the article before you start reading. This means knowing the purpose of the article, the target audience, and the main message that the author wants to convey. This will help you stay focused and understand the content better.Secondly, try to read actively instead of passively. This means asking yourself questions while reading,highlighting key points, and taking notes. This will help you retain the information better and also make it easierto review later.Thirdly, expand your vocabulary by looking upunfamiliar words and phrases. This will not only help you understand the article better but also improve your overall English language skills.Lastly, practice makes perfect. The more you read in English, the better you will become. Don't be afraid to challenge yourself with more complex articles and materials.中文：作为一名商务专业人士，阅读是我日常工作中必不可少的一部分。
商务英语阅读文章商务英语阅读文章英语最早被中世纪的英国使用，并因其广阔的殖民地而成为世界使用面积最广的语言。
下面是店铺为大家整理的商务英语阅读文章，欢迎阅读与收藏。
商务英语阅读文章篇1A Changed Global Reality 世界经济格局新变化Say this for the young century: we live in interesting times. Not quite 2 12 years ago, the world economy tipped into the most severe downturn since the Great Depression in the 1930s. World trade slowed sharply. Unemployment lines grew longer, especially in the old industrial economies. Financial institutions that had seemed as solid as granite disappeared as if they were no more substantial than a bunch of flowers in the hands of an old-style magician.对于新世纪，我们得这样说：我们生活在一个有趣的时代。
差不多两年半之前，世界经济陷入了20世纪30年代经济大萧条时期以来最惨重的低迷状态。
世界贸易进程大幅放缓。
失业队伍也越来越快，这在旧工业经济体系表现尤为突出。
原来坚如磐石的金融机构也消失了，似乎还不如老套的魔术师变的花束看起来真实。
Given that the scale of the downturn was so epochal, it should not be surprising that the nature of the recovery would likewise be the stuff of history. And it has been. As they make their way to Davos for the annual meeting of the World Economic Forum (WEF) by helicopter, bus, car or train (which is the right way to do it), the members of the global economic and political elite will find themselves coming to terms with something they have never known before.考虑到经济衰退幅度如此的跨时代，经济复苏进程会很慢也是理所当然的，对此我们不应该感到吃惊。
商务英语专业论文范文Title: The Impact of Globalization on Business Communication。
Abstract:Globalization has brought about significant changes in the way businesses communicate with their stakeholders. This paper explores the impact of globalization on business communication, focusing on the challenges and opportunities it presents. It also discusses the strategies that businesses can adopt to effectively communicate in a globalized world.Introduction:Globalization has transformed the way businesses operate, and communication is at the heart of this transformation. With the advent of new technologies and the increasing interconnectedness of the global economy, businesses are now able to communicate with stakeholders from all over the world. However, this has also brought about new challenges, such as cultural differences, language barriers, and the need for effective cross-cultural communication. This paper aims to explore the impact of globalization on business communication and to provide insights into how businesses can navigate these challenges and leverage the opportunities that globalization presents.The Impact of Globalization on Business Communication:Globalization has revolutionized the way businesses communicate with their stakeholders. With the rise of digital technologies, businesses can now reach a global audience with ease. This has opened up new opportunities for businesses to expand their reach and tap into new markets. However, it has also brought about new challenges, such as the need for effective cross-cultural communication and the ability to navigate cultural differences and language barriers.One of the key impacts of globalization on business communication is the need for businesses to be more culturally sensitive in their communication. As businesses operatein an increasingly globalized world, they need to be aware of and sensitive to the cultural differences of their stakeholders. This requires businesses to adapt their communication strategies to suit the cultural norms and preferences of their target audience. For example, a business operating in a multicultural environment may need to develop communication strategies that are inclusive and sensitive to the cultural diversity of its stakeholders.Another impact of globalization on business communication is the need for businesses to be proficient in cross-cultural communication. With the increasing interconnectedness of the global economy, businesses are now more likely to interact with stakeholders from different cultural backgrounds. This requires businesses to develop the skills and capabilities to communicate effectively across cultures. This may involve learning new languages, understanding cultural norms and customs, and being able to adapt communication styles to suit the preferences of different cultural groups.Strategies for Effective Business Communication in a Globalized World:In order to effectively communicate in a globalized world, businesses need to adopt strategies that are tailored to the challenges and opportunities presented by globalization. One strategy is to invest in cross-cultural training and development for employees. By providing employees with the skills and knowledge to communicate effectively across cultures, businesses can ensure that their communication is sensitive to the cultural diversity of their stakeholders.Another strategy is to leverage digital technologies to facilitate global communication. With the rise of digital platforms and social media, businesses can now reach a global audience with ease. This provides businesses with the opportunity to engage with stakeholders from all over the world and to tailor their communication to suit the preferences of different cultural groups.Conclusion:Globalization has brought about significant changes in the way businesses communicate with their stakeholders. While it has opened up new opportunities for businesses to expand their reach and tap into new markets, it has also presented newchallenges, such as the need for effective cross-cultural communication. By adopting strategies that are tailored to the challenges and opportunities presented by globalization, businesses can effectively communicate in a globalized world and leverage the benefits that globalization presents.。
商务英语方向论文范文商务英语，主要是指人们在商务活动中使用的英语，由语言知识、交际技能、专业知识等构成。
商务英语作为一门专业英语，不仅具有一般英语特点，且具有丰富的文化底蕴。
下文是店铺为大家搜集整理的关于商务英语方向论文范文的内容，欢迎大家阅读参考!商务英语方向论文范文篇1浅析商务英语信函的特点和翻译实践【摘要】掌握撰写和翻译商务英语信函的技能是十分必要的，可以使我们在今后的商战中处于不败之地。
本文阐述了现代商务英语信函的特点及翻译的问题。
【关键词】商务英语;信函写作;翻译随着全球经济一体化进程的不断发展，商务活动日益频繁，互联网的迅猛发展使商务信函就成为国际贸易中客户之间沟通的主要方式。
当前国际贸易中的竞争日趋激烈，时间、速度和效率显得更为重要。
这必然带来商务信函风格和语言上的变化。
各公司的董事和经理们都不愿意把时间浪费在阅读那些啰嗦，空洞的文字上，他们要求书信讲究实效，看一遍你就能知道说的是什么。
现代书信的特点可以概括为清楚，简洁，有礼貌，语言风格更趋于自由和口语化。
清楚就是要准确明白地表达自己的意思并确保对方也能准确领会你的写信意图;简洁就是用尽可能简单的或少的词语来表达意思;礼貌就是在写商务信函时要站在对方的立场上考虑问题并做到彬彬有礼。
这些特点从商务信函的开头语中就可以看出。
例如:一、介绍公司或公司产品Specializing in the export of Chinese foodstuff，we wish toexpress our desire to trade with you in this line.我们专营中国食品的出口，希望与你方在这一行业建立贸易关系。
We are the largest garments trading company in Japan，andhave offices and representatives in all major cities and townsin Japan.我们是日本最大的服装贸易公司在日本的所有主要城镇都有我们的办事处和代理。
有关商务英语方面论文商务英语毕业论文商务英语是外贸人员同世界各地开展进出口贸易时用于洽谈交易、联系业务的一种应用语言。
下文是WTT为大家整理的有关商务英语方面论文的范文，欢迎大家阅读参考!有关商务英语方面论文篇1浅论商务英语教学美国的次贷危机演变成金融危机，不仅威胁了美国经济，也殃及世界上其他国家，其负面效应对中国经济形成了较大的冲击，尤其是对外依存度较高的外贸行业受到的影响则更大。
严峻的经济形势很大程度上影响了商务英语专业学生的就业。
商务英语专业的学生在日趋白热化的就业竞争中胜出?这对商务英语教学提出了更高的要求。
一、商务英语课程特点与教学现状Hutchinson和Waters认为商务英语是专门用途英语中的一个分支，是一门以语言学为主导、吸收了一切与商业相关的领域的学科研究方法的综合陛学科，基本上属于应用语言学。
从语言的角度看，商务英语是商务环境中应用的英语，但从内容而言，商务英语叉不能脱离商务。
其特点是：(1)以目的为导向;(2)以自我学习为中心;(3)真实语料2]。
例如，BEC商务英语口试主要考查考生商务交往过程中运用英文的能力。
商务交往主要包括建立和保持商务联络、谈论工作、制定计划与安排工作等，目的性和实用性较强。
20xx年高等教育出版社出版的《体验商务英语》还设置了真实的案例分析。
改革开放后，中国众多高校纷纷开设“经贸英语”、“商贸英语”、“商务英语”以及“外贸英语”等课程，培养既通晓外语又精通国际商务的复合型人才。
有的院校如上海对外贸易大学还开设了相关的研究生课程。
另外，出版了一系列商务英语教材，例如英国剑桥大学出版社出版的级商务英语教材，与其相关的商务英语考试和培训已获得了广泛的关注和肯定。
但是，我国多数讲授商务英语的英语教师由于受专业知识的限制，往往用讲授基础英语的方法进行商务英语教学，以词汇和语法教学为主;而多数讲授商务英语的商务专业课教师由于缺乏语言教学的经验，教学中以翻译为主。
商务英语阅读教学分析论文论文关键词：英语阅读；商务英语；教学论文摘要：英语阅读是语言教学中的重要活动，阅读教学开展的成功与否很大程度上影响着综合运用英语的能力。
商务英语阅读更是如此。
商务英语阅读是一种特殊的阅读，它不仅是基础英语阅读的延伸，更是商务知识的获取过程。
商务英语阅读教学，一是阅读教学，即教师指导学生掌握各种阅读技能，从而逐步提高理解能力和阅读速度，在增进语感的基础上提高实际运用语言的能力；二是商务知识教学，即以语言为载体，以阅读为手段，把核心的商务内容放在其中，通过引导学生阅读商务文体的语篇实现其对商务知识的掌握，以满足未来就业的需求和社会发展的需要。
一、从制约因素来看商务英语教学（一）阅读方法不当1、有声阅读。
在课堂中往往有学生不自觉地在阅读过程中发出声音，结果导致阅读速度很慢，而且“读”往往把学生的部分注意力转移到了读音等其他方面，影响阅读的有效性。
2、追求逐字逐句的理解。
很多学生都在阅读过程中要求自己对每个字句的意思都能有清楚的理解，其结果往往不但影响阅读速度和效率，更增强自己的挫折感，不利于以后阅读的开展。
3、经常回读课文。
不少学生经常在阅读过程中，不断反复的回视上文，导致信息输入的不连贯和混乱，常常影响对文章整体意思的理解。
（二）词汇量制约商务英语阅读区别于普通阅读的是：在商务英语阅读的过程中，往往会出现较多的经贸等方面专业术语或半专业术语，，一些普通阅读中的核心词意思也可能会发生改变或者语篇中会出现一些日常生活不常用的专业术语，这使的很多学生方寸大乱，不知道该怎么阅读。
（三）相关专业知识的匮乏在给出专业术语和其他生词注解的情况下，学生仍然读不好；而对一篇包含较简单、接近生活的商务内容的文章，即使里面有一些术语或其他生词，学生也能理解得较好。
可见学生阅读能力低还牵扯到了背景知识问题，即相关专业知识的问题。
二、从教学方法上探讨商务英语阅读教学从众多问题的暴露中不难看出，商务英语阅读需要从阅读方法和阅读内容上双管齐下。
商务英语阅读作文模板Business English Reading Comprehension Template。
In today's globalized business environment, the ability to read and comprehend business English is a crucial skill for professionals. Whether it's reading financial reports, contracts, emails, or industry publications, having a strong command of business English can make a significant difference in one's career. In this article, we will explore the importance of business English reading comprehension and provide some tips for improving this essential skill.Importance of Business English Reading Comprehension。
Effective communication is the cornerstone of successful business operations, and reading comprehension is an integral part of it. In the business world, professionals need to be able to understand and interpret a wide range of written materials, including contracts, proposals, emails, and industry news. Without strong reading comprehension skills, individuals may struggle to grasp important information, leading to misunderstandings, errors, and missed opportunities.Furthermore, in today's digital age, much of the business communication happens through written channels such as emails, reports, and online documents. Being able to read and comprehend business English effectively is essential for staying informed, making informed decisions, and communicating clearly with colleagues, clients, and partners.Tips for Improving Business English Reading Comprehension。
对商务英语阅读的感受作文My Feelings on Business English Reading。
As an AI language model, I don't have emotions, but I can understand how important it is to master Business English reading for those who want to succeed in the global business world. Reading is one of the most effective ways to improve language skills, especially when it comes to Business English. In this article, I will share some of my observations and insights on Business English reading.Firstly, Business English reading is not the same as reading novels or news articles. Business English texts are usually more technical, formal, and dense. They often contain jargon, acronyms, and complex sentence structures. Therefore, it requires a different set of skills and strategies to read and comprehend them effectively.Secondly, Business English reading is not just about understanding the words on the page. It's also aboutunderstanding the context, the purpose, and the audience of the text. For example, a business proposal is written for a different audience than a financial report. Therefore, it's essential to read with a critical and analytical mind, andto ask questions such as: What's the main idea? What's the goal of the text? Who's the intended audience?Thirdly, Business English reading is not a one-time event. It's a continuous process of learning and improving. To become proficient in Business English reading, one needs to read regularly and systematically, and to use various resources and techniques to enhance comprehension and retention. For example, one can use dictionaries, glossaries, and online tools to look up unfamiliar wordsand phrases. One can also use note-taking, summarizing, and highlighting to improve memory and understanding.Finally, Business English reading is not just a skill, but also a mindset. It requires curiosity, openness, and a willingness to learn and adapt. In today's globalized and fast-changing business world, one needs to be able to read and understand different cultures, perspectives, and trends.One needs to be able to communicate effectively with people from different backgrounds and industries. Therefore, Business English reading is not only a means to an end, but also a way to broaden one's horizons and enrich one's life.In conclusion, Business English reading is a challenging but rewarding endeavor. It requires patience, persistence, and passion. It also requires a growth mindset and a global perspective. By mastering Business English reading, one can not only enhance one's career prospects but also become a more knowledgeable, confident, and empathetic person.。
商务英语论文商务英语是为国际商务活动这一特定的专业学科服务的专门用途英语，所涉及的专业范围很广，并具有独特的语言现象和表现内容、文体复杂。
下文是店铺为大家整理的关于商务英语论文的范文，欢迎大家阅读参考!商务英语论文篇1浅析英语商务谈判技巧[摘要] 随着经济全球化的发展。
中国的国际贸易也越来越发达。
要想和外国人做好每一笔生意，你必须了解世界各国的文化。
国际贸易中跨国的商务谈判在所难免，所以你也必须懂得把全界各国商人的谈判风格研究从文化的角度来探讨国际商务谈判，分析国际商务谈判过程、世界各国商人的谈判风格，增强中国商人在国际贸易中的竞争力。
[关键词] 语言技巧谈判风格谈判技巧一、前言一个涉外商务谈判人员不仅要熟识谈判原则、相关法律和商务业务，而且要掌握一些谈判技巧，熟练地运用一些语用策略，即灵活运用语言的表达、手段、技巧等以实现预期的谈判日标。
商务谈判是一项解决问题、达成协议的复杂过程。
这项交互性任务涉及交际的各方面:交际人物、工作内容、交际形式、交际方法、交际内容、交际场景、个人能力等。
谈判人员的言语表达要根据情况而变化，针对不同的谈判对象而运用语言策略。
在商务谈判过程中，成功的语用策略无疑起着积极的作用。
本文探讨商务英语谈判中语用策略的运用。
二、英语谈判技巧1.商务谈判前的准备商务谈判前的准备也是商务谈判技巧的一部分，她往往会起到令人意想不到的效果)谈判前，要对对方的情况作充分的调查了解，分析他们的强弱项，分析哪些问题是可以谈的，哪些问题是没有商量余地的;还要分析对于对方来说，什么问题是重要的，以及这笔生意对对方重要到什么程度等等。
同时也要分析我们的情况。
假设我们将与一位大公司的采购经理谈判，首先我们就应自问以下问题:一要谈的主要问题是什么?一有哪些敏感的问题不要去碰?一应该先谈什么?一我们了解对方哪些问题?一自从最后一笔生意，对方又发生了哪些变化?一如果谈的是续订单，以前与对方做生意有哪些经验教训要记住?一与我们竞争这份订单的企业有哪些强项?一我们能否改进我们的工作?一对方可能会反对哪些问题，一在哪些方面我们可让步?我们希望对方作哪些工作?一对方会有哪些需求?他们的谈判战略会是怎样的?回答这些问题后，我们应该列出一份问题单，要问的问题都要事先想好，否则谈判的效果就会大打折扣。
商务英语论文参考范文近些年来,各国商贸活动以及国际经济往来日益频繁,这使得商务英语在商务语境中的交流作用显得愈发重要。
下文是为大家搜集整理的关于商务英语论文参考范文的内容，欢迎大家阅读参考!商务英语论文参考范文篇1浅析商务英语词汇特点摘要：人们把从事应用在商务场合中的英语，它涉及技术引进、对外贸易、招商引资、对外劳务承包与合同、国际合同、国际金融、涉外保险、国际旅游、海外投资、国际运输等活动所使用的英语统称为商务英语。
商务英语源于普通英语，但又具备普通英语所不具有的独特性。
本文拟通过对商务英语词汇的特征进行概括，以帮助商务英语学习者更好掌握商务英语词汇，提高商务交际的语言应用能力。
关键词：商务英语词汇特点在我们熟知的生活英语、学术英语之外，还存在一种应用在商务场合中的英语，它涉及技术引进、对外贸易、招商引资、对外劳务承包与合同、国际合同、国际金融、涉外保险、国际旅游、海外投资、国际运输等等，人们把从事这些活动所使用的英语统称为商务英语。
商务英语源于普通英语，但又具备普通英语所不具有的独特性。
本文拟通过对商务英语词汇的特征进行概括，以帮助商务英语学习者更好掌握商务英语词汇，提高商务交际的语言应用能力。
商务英语的独特性之一就是：商务英语的词汇特点。
商务英语有许多完全不同于普通英语词汇之含义的词汇和专业术语一、商务英语有许多完全不同于其它种类英语词汇之含义的词汇和专业术语专业术语是指适用于不同的学科领域或专业的词，是用来正确表达科学概念的词，具有丰富的内涵和外延，专业术语要求单义性，排斥多义性和歧义性，且表达专业术语的词汇都是固定的，不得随意更改。
Classic CRM grew out of benefits that companieslike Digital,IRM and Xerox found in exchangingcustomer information between field technicians andsales groups.They abandoned carbon paper forms anddone in to e-mail and automated reports in the early1990s.Field support for sales and service employeesis still an important CRM driver,but the tools nowinclude browser-equipped phones and laptops using links to large data base systems.在这样短短的一段对话中就出现了如carbon paperforms(复写纸形式),automated reports(自动报表),browser-equipped phones(带浏览器的电话),links(虚拟专用网),data base systems(数据库系统)等有电子商务专业方面的词汇。
Terminal Examination for Business English Reading of2015~2016(Ⅱ)The importance of Brand building in today’s global market 1.AbstractWith the guidance of Mr. Qian we have successfully finished the study of Business reading course. This course is set to imp rove students’ comprehensive ability, it has not only improved my English reading ability but also richen my business knowledge. In this term, Mr. Qian has led us learned four units of the text book. Among them, unit 8 ‘Brand and branding’ makes me interested most which is about the global market power of American brands and strategies behind their dominance. It is obvious that brand is important in today’s global market; therefore in this essay I will mainly talk about why brand building is important in t oday’s global market.2.SummaryWith the tides of globalization, numerous products flood into global market. Customers have multiple choices when they purchase goods as well as services. The market becomes more and more competitive and capricious. In such background brands are more important now than at any time in the past 100 years. In this essay, first I will demonstrate the features of today’s global market and then I will introduce the definition of a brand, at last, I will talk about the importance of building a brand in terms of customers, new markets, product cycle and the company value.3. Today’s global marketIn many ways, today’s business environment has changed qualitatively since the late 1980s. The end of the Cold War radically altered the very nature of the world’s politics and economics. In just a few short years, globalization has started a variety of trends with profound consequences: the opening of markets, true global competition, widespread deregulation of industry, and an abundance of accessible capital.At the same time, we have fully entered the Information Age; Starting breakthroughs in information technology have irreversibly altered the ability to conduct business unconstrained by the traditional limitations of time or space. Today, it’s almost impossible to imagine a world without intranets, e-mail, and portable computers. We are rapidly shifting from an economy based on manufacturing and commodities to one that places the greatest value on information, services, support, and distribution. That shift, in turn, places an unprecedented premium on “knowledge workers,” a new class of wealthy, educated, and mobile people who view themselves as free agents in a seller’s market.Another major trend has been the fragmentation of consumer and business markets. There’s a growing appreciation that superficially similar groups of customers may have very different preferences in terms of what they want to buy and how they want to buy it.4.The definition of a brandAccording to Wikipedia, a brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication (s uch as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. Brand equity is the measurable totality of a brand’s worth and is validated by assessing the effectiveness of these branding components. In a fleeting market where traditional linear models of business are being replaced by more radical interconnected models, brand equity is one marketing technique that remains firmly rooted in prosperity. To reach such an invaluable brand prestige requires a commitment to a particular way of doing business. A corporation who exhibits a strong brand culture is dedicated on producing intangible outputs such as customer satisfaction, reduced price sensitivity and customer loyalty. A brand is in essence a promise to its customers that they can expect long-term security, a competitive frame of reference and consistent delivery of functional as well asemotional benefits. When a customer is familiar with a brand or favors it incomparably to its competitors, this is when a corporation has reached a high level of brand equity.To sum up a brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s toolbox include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies. A brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising.5. The importance of building a brand in todays’ global market5.1 winning customers’ loyaltyConsumers tend to favor and develop a high degree of loyalty to brands they know they can trust. This requires establishing and communicating a brand promise and building a customer experience that upholds the promise consistently at every stage of the purchase cycle.Trust comes with confidence in the underlies that define the brand: quality, responsiveness, experience, credibility and innovation. It’s not just personal experience that shapes the consumer’s trust and expectations that a brand will deliver. Strong brands create evangelists who are not shy about sharing their stories. Those types of peer endorsements are extremely powerful ways of virally b uilding a brand’s trust factor.When people are familiar with brands, they are more inclined to favor them –provided there are positive associations inherent to that familiarity. The visual representations are important. The look and feel that distinguish the brand, from colors to logo to the name of the brand itself, need to be consistent and easily recognized. This creates a comfort and confidence in the product orservice that the brand represents. It can also help differentiate the brand from the increasing number of competitors in a crowded marketplace.5.2 winning new marketThe world has come online and there are many new markets and a growing middle class in places like India, China, Brazil, Russia, South Africa, Nigeria, Indonesia and in many more places. These consumers buy brands. They buy premium brands. The best branding today is based on a strong idea. The best brands have remarkable creativity in advertising to help them break through people’s wall of indifference to create brand heat and product lust. Case in point the recent turn around of Chrysler and it’s reliance on marketing and advertising. Or look at the reinvention of Levis. And a final example is this campaign by my own agency which has helped reenergize one of America’s great iconic brands Jim Beam.5.3 Outliving product cyclesBrands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience.Nowadays if you want to create new brands at New York City advertising agency StrawberryFrog, you have fewer brand names to choose from. The Pharmaceutical Industry has patented everything under the sun for new medications. This makes existing brands, with their strong, well-known names and credibility more valuable. It also means creating a new vibrant brand is a challenge which requires a sophisticated strategy. It is not just about a product and a name, it’s about a lot more.The sophisticated strategy is a cultural movement strategy. I believe that building brands now requires a cultural movement strategy as opposed to simply a brand building strategy. A cultural movement strategy can accelerate your brand’s rise to dominance. Once you have cultural movement, you can do anything in a fragmenting media environment, maximizing the power ofsocial media and technology. The world has changed. We are now living in the age of uprisings and movements. Now building brands has become a lot less expensive and smart brands can take advantage of new tools and rocket up there globally, very fast.In the face of the current economic challe nges, it’s worth noting that brands do better in tough times compared to unbranded products. Brands outlive product cycles. And in these challenging times, there are still great brands being built. Brand owners still recognise opportunity and their brands will thrive in the years ahead. Brands such as H&M of Sweden, or Tesla a great new car brand, as well as new names such as Tom’s Shoes, Honest Tea, and a rising brand from Florida called European Wax Center which Inc. Magazine named a company to watch.5.4 Adding the value of a companyBrands are valuable. Many companies put the value of their brand on their balance sheet.When Tata Motors of India bought Jaguar and Range Rover from Ford, what did they buy? Factories? Raw Materials? Employees? No Goldman Sachs and Morgan Stanley helped Ford sell the brands to Tata for $2.56 billion, and the brands were worth more than all other ingredients combined.Likewise, when Kraft bought Cadbury for $19.5 Billion what did they buy? The chocolate? The factories? The recipes? The candy makers? No they bought the brands.And when Four Seasons Hotels, Inc., a Canadian-based international luxury, five-star hotel management company, sold itself to Bill Gates and and Prince Al-Waleed bin Talal of Saudi Arabia for $3.8 billion what did they buy? Locations ? Restaurants? Staff ? Beach front property? No they bought the brand.The list goes on with many examples such as InBev acquiring Budweiser to add to their house of brands that includes Stella, Becks and Labatt. Or GeeleyMotors of China acquiring cult Swedish Auto brand Volvo. Or Mahindra of India buying Ssangyong, Korea’s third largest car company.Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations.If you are still not convinced, let me give you another example. The dollar is a world brand. In essence it is simply a piece of paper. But branding has made it valuable. All the tools of marketing and brand building have been used to create its value. On the front you will find the owner of the brand: the Federal Reserve. There is a testimonial from the first President of the United States, George Washington. There is a simple user’s guide: “This note is legal tender for debts public and privat e.” And if you’re still not convinced, the owner has added the all important emotional message: “In God We Trust”. The dollar is a world brand. It confers a uniform value globally. But as I said it’s really just a piece of paper. Branding has made it worth something.6.ConclusionNo branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products, they are loyal to brands. In a movement strategy, brands have a purpose that people can get behind. Brands can inspire millions of people to join a community. Brands can rally people for or against something. Products are one dimensional in a social media enabled world; brands are Russian dolls, with many layers, tenents and beliefs that can create great followings of people who find them relevant. Brands can activate a passionate group of people to do something like changing the world. P roducts can’t really do that.In today’s world, branding is more important than ever. What a company need to do is to analyze the global market, clear your brand positioning and try to build a successful brand.Due to limit of time and the length of the article I cannot study and expound how to build a successfully, hopefully, I will finish the work in the following days.。
