[书]BEC高级课本范文..(7)

once you have been introduced and you will be invited to do so. Also, please do not feel offended if our staff here do not use your professional title; only the medical doctors are given the title ‘Doctor’ here. As I said, especially between colleagues, it is common simply to use a person’s first name.

A number of our managers are women and you should be aware that they are treated in exactly the same way as their male counterparts.

If you have any further questions, please do not hesitate to contact me on 020 779 2603.

I look forward to seeing you on 8 December.

Yours sincerely

Introduction

This proposal sets out to examine options for the successful globalisation of our‘Borders’ 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 ‘Borders’ concept and finally, the product itself, ‘Borders’ 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 ‘Borders’, 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

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