Big Brands

Jackie:  Welcome to bbclearningenglish.com and another chance to hear Insight Plus, a

series first broadcast in 2001 that looks at the language of issues you hear about in

the news. Today’s topic is Big Brands, companies which see the entire world as their

market. Brands whose advertising 1, popularity, look and feel are in many respects the

same from one country to another. The presenter 2 is Lyse Doucet.

Lyse:More and more, large Western and in particular American companies are spreading

their goods to the four corners of the earth in search of new markets and, of course,

bigger profits. In recent months, the advance of these multinationals 4 has hit the

headlines. Global brands are the topic of today’s Insight Plus - your guide to the

language and issues you hear every day in the news.

Clip

I’m wearing a Converse 5 coat, Ralph Lauren shirt and Nike underneath 6 it, Nike t-shirt …

.I'm wearing a GAP sweater but I think it's not as big of a deal because I bought it in

the States where I'm from and I think if you bought it here it'd be giving in more

towards buying the brand just because it's American or it's not something that started

here ……… Today I'm wearing Nike trainers and I've got a Converse sweater on and my

trousers are from GAP

Lyse:  To explore this continuing rise of big brands across the globe, let's take a look

at a report by Rahul Sarnaik.  It was broadcast on the BBC World Service programme, 

Insight.     Here’s the first extract.  

 Clip

“Coca-Cola, Microsoft, IBM, General Electric and Ford”

 According to a survey based on their brand value, they're the world's top five corporate 7

names - and they're all from the USA.  The number one brand-name, Coca-Cola, was valued

in June 1999 at more than eighty-billion dollars. Is it true that these brands are

penetrating 8（深入） deeper into more and more markets around the world?

Lyse: A brand like the ones we heard - McDonalds, Coca Cola, Microsoft - is more than a

label, or the name of a product or company.  A brand represents a set of values that the

company wants the consumer to associate with its products. These values go beyond the

need for quality or durability（持久性） For example, some companies try and appeal to

the youth market and its sense of adventure, whereas others target older consumers who

may be more interested in luxury（奢侈的）, comfort and prestige.                       

We heard in the report that the biggest brands worldwide are the ones with the highest

international brand value.  Brand value is becoming increasingly important. It’s about

how well regarded a brand is by the consumer or the buyer. It’s measured by looking at

the status of the brand in a market and whether people remain loyal - whether they

continue to buy the product.  

The report asks “Is it true that these brands are penetrating deeper into more and more

markets around the world?”  In other words, are the big American names trying to

establish themselves in more countries? Well let’s find out as we listen to more of

this report.  

 

Clip

Is it true that these brands are penetrating deeper into more and more markets around

the world? Yes, according to Richard Robinson, of the London-based business analysts 10

Datamonitor:

 

Richard Robinson - Data Monitor

If you think about what's happened over the last 10 years or so there's been a massive

globalisation of the media.  The result of that has been that brand values and consumer

values around the world have homogenised to a certain degree. And that's really played

into the hands of a lot of the big Western multi-national companies. For example from

the soft drinks industry - Coca cola, Pepsi Cola - over the past 10 years they've

established massive distribution networks（配电网） worldwide in markets where they were

previously 11 fairly under-represented

Lyse:According to business analyst 9 Richard Robinson, the answer is yes.  The top

companies’ market penetration 12 is increasing.  And why? Well, did you notice the word

globalisation in the phrase “the globalisation of the media”.  What he means is that

all over the world people now watch the same TV channels, log on to the same websites,

and read and listen to the same news stories.  As Richard Robinson says:

 

Clip Richard Robinson - Data Monitor

…there's been a massive globalisation of the media.  The result of that has been that

brand values and consumer values around the world have homogenized to a certain degree. 

Lyse:The different types of media like television, print and the internet, have been

crucial in “homogenizing values”. That means that in promoting the same images and

messages about certain products they have played their part in making the values of

brands and those of consumers more and more alike.  What we admire, trust and enjoy,

both about ourselves and the things we buy, is becoming much the same wherever we are in

the world. 

The global market and global brands are the subject of today’s Insight Plus from the

BBC World Service - your guide to the language and background to the stories that stay

in the news.

It’s not just the global media which has helped big brands to spread their appeal. The

changing political scene has also played a part.  The collapse（崩溃，倒塌） of

Communism in Eastern Europe and the former Soviet 13 Union, and the improvement in

relations between the West and China, have meant that vast new markets have opened up

for western goods.  Big brands have also been able to spread their influence because of

the worldwide fascination(魔力，魅力) with certain aspects of western life. Two

interviewees from Rahul Sarnaik’s report make this point.  Shoba De is a novelist and

media commentator（注释者，评论员） based in Bombay in India.   Professor Cary Cooper

lectures in social psychology 14 at Manchester University in England. They both say that

western culture has an “all-pervasive 15 influence” - its influence can be felt

everywhere.  To begin with, Shoba De talks about how the big brands are making great

advances - or inroads（侵入，侵犯） - into newer markets such as India.  Although she

says that awareness 16 of big brands - or brand consciousness - has always been strong

there.

 

Clip Shoba De

They're making incredible inroads and more rapidly than I could have imagined possible

even a couple of years ago.  The brand consciousness（意识，知觉） has always been there

in urban India because we have access to satellite television as well as imported

magazines, fashion magazines. But ever since our beautiful young ladies started to win

international beauty titles I think the focus has changed and urban India seems obsessed 17

with labels of all kinds - particularly those coming out of Europe. And of course the

American sub-culture - that has such an all-pervasive（普遍的，蔓延的，渗透的）

influence on all of us

Prof Cary Cooper

What they see through films, through American Television is only the positive side and

that is what they aspire 18 to, to wealth, to the visual side of wealth, i.e. the clothing

the brand name and the brand products.  Countries in Eastern Europe, certain countries

in the Far East, in the Middle East… where they want the good life and don't see the

potential downsides of a society that's very much acquisition(获得，所获之物) and money

-driven.

Lyse: There are potential downsides or disadvantages of Western society - such as a

perceived obession（疯狂的代价） with money and gain,  but much of the world seems

fascinated by it and some people even aspire to it. And that plays into the hands - and

indeed the pockets - of the big multi-national companies.   

Take the McDonald’s food chain, it started in the 1950s and now opens up on average 5

new restaurants a day somewhere in the world.  And Coca Cola - invented back in 1886 -

now sells more than one billion drinks every day.  These two companies have operated

globally for a long time but they were always considered an exception.  Now more and

more businesses are realising global branding is the key to success.  Companies are

spending millions of dollars on branding in a bid to build a powerful international

image. 

 

Clip

You feel that maybe that there’s more quality involved that you're maybe a bit more

sure about the production methods, bit more secure about knowing things like that…I see

people wandering around with the big label brands and the clothes don't actually look

any better - you've paid four times as much for something that actually looks worse,

what's that about? ….Normally I do go for something which is quite popular because at

least you know you're getting value for money, at least you're getting something

reputable…I think everybody knows about Coca Cola and Nike and everything some of them

and everyday you wear them as a good thing because there's a convergence(汇聚，聚焦) -

everybody's going for the same trend. But there are bad things about it because

everybody's so obsessed with（死抱住。。。不放） his or her friends that they're

spending a fortune out of it just to have branded goods themselves…It's in some way a

bit all pervasive, a bit oppressive - there's a Starbucks on every corner…..Regional

and cultural differences are becoming less important to the fashion industry and people

are buying similar clothes, looking for similar fashion regardless of whether it suits

their locality, their person and just going for the image, this global image. 

 Clip

For the consumer, the branded good can bring a lot of benefits.  A globally recognised

name offers reassurance 19, security, and quality, as well as status.  But it's actually

more complex than that.  While it's challenging for advertisers to promote a brand that

appeals across many different cultures, the long-term goal is to sell a way of life, not

just a product.

Lyse: Reassurance, security, quality, status -  these are some of the reasons

why big, international brands are popular.  But as the report also points

out, consumers aren’t just sensible shoppers they’ve also bought into

the image, the lifestyle, the very dream that big multi-national

companies have carefully created.  

Global brands have hit the headlines recently. And not just for their market penetration

and end of year profits. Demonstrators（示威者） have disrupted big international trade

meetings, campaigning against globalization and global business. They fear this

relentless（无情的，冷酷的） spread of big brands is posing a real threat to our

communities, small business and the environment.  And it could also mean the end of

individuality.  As Rahul Sarnaik says in his report, individual choice and expression

could be become a thing of the past …

 Clip

The power of global marketing-strategies has been demonstrated by the inroads that

branded Western goods are making across the globe. Some commentators 20 have predicted a

future in which the world's young people will all dress alike, eat the same food, listen

to the same music, drive the same cars, and drink the same drinks.

Lyse:  Today on Insight Plus we’ve heard how global branding is helping 21 large

multinational 3 companies make inroads into new markets.  We’ve also heard that the

globalization of the media - the fact that many of us are reading, watching, and

listening to the same news and advertisements - has meant that the desires of the

consumers and the promises made by the big brands are converging 22 - they’re becoming the

same.

(本文由在线英语听力室整理编辑) 

点击收听单词发音  






1
advertising

  
 


n.广告业；广告活动 a.广告的；广告业务的


参考例句：





Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。












2
presenter

  
 


n.（电视、广播的）主持人，赠与者


参考例句：





Most people think being a television presenter is exciting.很多人认为当电视节目主持人是一件刺激的事情。
The programme dispensed with its most popular presenter.这个节目最受欢迎的主持人被换掉了。












3
multinational

  
 


adj.多国的，多种国籍的；n.多国籍公司，跨国公司


参考例句：





The firm was taken over by a multinational consulting firm.这家公司被一个跨国咨询公司收购。
He analyzed the relationship between multinational corporations and under-developed countries.他分析了跨国公司和不发达国家之间的关系。












4
multinationals

  
 


跨国公司( multinational的名词复数 )


参考例句：





These local companies are only small fry compared with the huge multinationals. 同那些跨国公司比，这些当地的公司不过是小鱼小虾。
Some people believe that the multinationals have too much power. 有人认为跨国公司的权力太大了。












5
converse

  
 


vi.谈话，谈天，闲聊；adv.相反的，相反


参考例句：





He can converse in three languages.他可以用3种语言谈话。
I wanted to appear friendly and approachable but I think I gave the converse impression.我想显得友好、平易近人些,却发觉给人的印象恰恰相反。












6
underneath

  
 


adj.在...下面，在...底下；adv.在下面


参考例句：





Working underneath the car is always a messy job.在汽车底下工作是件脏活。
She wore a coat with a dress underneath.她穿着一件大衣，里面套着一条连衣裙。












7
corporate

  
 


adj.共同的，全体的；公司的，企业的


参考例句：





This is our corporate responsibility.这是我们共同的责任。
His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。












8
penetrating

  
 


adj.（声音）响亮的，尖锐的adj.（气味）刺激的adj.（思想）敏锐的，有洞察力的


参考例句：





He had an extraordinarily penetrating gaze. 他的目光有股异乎寻常的洞察力。
He examined the man with a penetrating gaze. 他以锐利的目光仔细观察了那个人。












9
analyst

  
 


n.分析家，化验员；心理分析学家


参考例句：





What can you contribute to the position of a market analyst?你有什么技能可有助于市场分析员的职务？
The analyst is required to interpolate values between standards.分析人员需要在这些标准中插入一些值。












10
analysts

  
 


分析家，化验员( analyst的名词复数 )


参考例句：





City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。












11
previously

  
 


adv.以前，先前（地）


参考例句：





The bicycle tyre blew out at a previously damaged point.自行车胎在以前损坏过的地方又爆开了。
Let me digress for a moment and explain what had happened previously.让我岔开一会儿，解释原先发生了什么。












12
penetration

  
 


n.穿透，穿人，渗透


参考例句：





He is a man of penetration.他是一个富有洞察力的人。
Our aim is to achieve greater market penetration.我们的目标是进一步打入市场。












13
Soviet

  
 


adj.苏联的，苏维埃的；n.苏维埃


参考例句：





Zhukov was a marshal of the former Soviet Union.朱可夫是前苏联的一位元帅。
Germany began to attack the Soviet Union in 1941.德国在1941年开始进攻苏联。












14
psychology

  
 


n.心理，心理学，心理状态


参考例句：





She has a background in child psychology.她受过儿童心理学的教育。
He studied philosophy and psychology at Cambridge.他在剑桥大学学习哲学和心理学。












15
pervasive

  
 


adj.普遍的；遍布的，(到处)弥漫的；渗透性的


参考例句：





It is the most pervasive compound on earth.它是地球上最普遍的化合物。
The adverse health effects of car exhaust are pervasive and difficult to measure.汽车尾气对人类健康所构成的有害影响是普遍的，并且难以估算。












16
awareness

  
 


n.意识，觉悟，懂事，明智


参考例句：





There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。
Environmental awareness has increased over the years.这些年来人们的环境意识增强了。












17
obsessed

  
 


adj.心神不宁的,鬼迷心窍的,沉迷的


参考例句：





He's obsessed by computers. 他迷上了电脑。
The fear of death obsessed him throughout his old life. 他晚年一直受着死亡恐惧的困扰。












18
aspire

  
 


vi.(to，after)渴望，追求，有志于


参考例句：





Living together with you is what I aspire toward in my life.和你一起生活是我一生最大的愿望。
I aspire to be an innovator not a follower.我迫切希望能变成个开创者而不是跟随者。












19
reassurance

  
 


n.使放心，使消除疑虑


参考例句：





He drew reassurance from the enthusiastic applause.热烈的掌声使他获得了信心。
Reassurance is especially critical when it comes to military activities.消除疑虑在军事活动方面尤为关键。












20
commentators

  
 


n.评论员( commentator的名词复数 )；时事评论员；注释者；实况广播员


参考例句：





Sports commentators repeat the same phrases ad nauseam. 体育解说员翻来覆去说着同样的词语，真叫人腻烦。
Television sports commentators repeat the same phrases ad nauseam. 电视体育解说员说来说去就是那么几句话，令人厌烦。 来自《简明英汉词典》












21
helping

  
 


n.食物的一份&adj.帮助人的，辅助的


参考例句：





The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。












22
converging

  
 


adj.收敛[缩]的，会聚的，趋同的v.（线条、运动的物体等）会于一点( converge的现在分词 )；（趋于）相似或相同；人或车辆汇集；聚集


参考例句：





Plants had gradually evolved along diverging and converging pathways. 植物是沿着趋异和趋同两种途径逐渐演化的。 来自辞典例句
This very slowly converging series was known to Leibniz in 1674. 这个收敛很慢的级数是莱布尼茨在1674年得到的。 来自辞典例句