题文
A brand is a name, word, sign, symbol, design, or a combination of these, intended to identify the goods or services of a company or a group of companies. Another purpose of a brand is to contrast one company from another. The most important skill of professional marketers is the ability to create, maintain, protect, and enhance the brands of their products and services. Branding has become so important that today hardly any company or product is without one. Therefore, brand management is an increasingly important element in marketing.Brand power refers to the relative strength of a company’s brand in the minds of consumers, and can influence consumers’ choice of products. Brands are powerful to the extent that they give high brand loyalty and strong brand associations, name recognition, perceived quality and other assets to a company. A strong brand can be one of a company’s most important assets.
High brand power provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because consumers expect stores to carry the brand, the company has more bargaining power when negotiating with retailers (零售商). And because the brand name brings high credibility, a company with a strong brand can more easily launch new products with the same brand name.
Many companies use the advantage of a strong brand power strategically to expand their business. When a company introduces an additional item with a new flavour, form, colour or package size in a given product category and under the same brand name, it is called a line extension. Another strategy is called brand extension. This involves the use of a successful brand name to launch new or modified products in a new category, thereby employing brand recognition in order to increase sales of new products.
Brand recognition is certainly important. Because consumers often hold long-standing perceptions about brands, high brand power ensure a company continued sales of its products.
小题1:What does the word “assets” in the 2nd paragraph mean?A．points B．advantagesC．aspectsD．elements小题2:All of the following statements are the advantages of a high brand power EXCEPT that______.A．a high brand wins the loyalty of consumersB．a high brand usually sets a much higher priceC．it’s easy for a high brand company to launch new productsD．a high brand company is more competitive when doing business with retailers小题3:A brand extension ______.A．happens when the company is developing a new productB．means the expansion of a company’s business in its established fieldC．takes place when the company introduces a similar item but with a new colourD．refers to the use of an established brand name to promote a new product in a new category小题4:What might be the best title of this passage?A．Brand PowerB．Famous BrandsC．Company BrandsD．Brand Products 题型：未知难度：其他题型
答案
小题1:B
小题2:B
小题3:D
小题4:A
解析
这篇文章主要讲了商标的力量。
小题1:猜词题：根据Brands are powerful to the extent that they give high brand loyalty and strong brand associations, name recognition, perceived quality and other assets to a company. A strong brand can be one of a company’s most important assets.可猜出“assets”意思是优点。故选B。
小题2:细节题：通过阅读文章内容，可以知道一个高级商标定价会更高，文章中并没有提到，故选B。
小题3:细节题：根据Many companies use the advantage of a strong brand power strategically to expand their business. When a company introduces an additional item with a new flavour, form, colour or package size in a given product category and under the same brand name, it is called a line extension.故选D。
小题4:主旨题：通过阅读文章，可知这篇文章主要讲了商标的力量，故选A。
考点
据考高分专家说，试题“A brand is a name, w.....”主要考查你对 [日常生活类阅读 ]考点的理解。日常生活类阅读
日常生活类阅读的概念：
日常生活这一话题主要涉及人们衣食住行等方面的活动。这一话题的选材主要针对人们日常的工作，生活以及学习情况。做这一类题时，最主要的是要把握好人物的活动内容，时间和地点。
日常生活类阅读题答题技巧：
【题型说明】
该类文章内容涉及到人们的言谈举止、生活习惯、饮食起居、服饰仪表、恋爱婚姻、消遣娱乐、节日起源、家庭生活等。文章篇幅短小，追根溯源，探索各项风俗的历史渊源，内容有趣。命题也以送分题为主，如事实细节题、语义转换题、词义猜测题和简单推理判断题等。虽然这类文章读起来感觉轻松，试题做起来比较顺手，但绝不能掉以轻心。因为稍不留神，就会丢分。
【备考提醒】
为了保证较高准确率，建议同学们做好以下几点：
1、保持正常的考试心态。笔者在教学中发现，越是容易的试题，同学们越是容易失分。为什么呢？因为在这种情况下，同学们极易产生麻痹思想，认为题目好做，就不引起高度重视，于是思维不发散、不周密。而命题人就是利用同学们的这一弱点，设计陷阱题。所以，无论试题难易与否，我们都要保持正常的考试心态。试题容易，不欣喜；试题难，不悲观。
2、根据前面讲到的方法，认认真真、细细心心做好事实细节题。
3、做好语义转换题。这类题是根据英语中一词多义和某些词语在文中能表达一定的修辞意义的原则而设计的。要求同学们解释某生词的含义，确定多义词或短语在文中的意思，确认文中的某个代词所指代的对象，或者对英语中特有的表达、格言、谚语进行解释。这种题要求同学们一定要根据上下文猜测词义或理解句子，切不可望文生义。
4、做好简单推理判断题。简单推理判断题要以表面文字为前提，以具体事实为依据进行推理，做出判断。这种推理方式比较直接，只要弄清事实，即可结合常识推断出合理的结论。
