Brands
The word brand is a comprehensive term that encompasses other narrower terms.A brand is a name,term,symbol,and/or special design that is intended to identify the goods or services of one seller or group of sellers.A brand differentiates one seller's products from those of competitors.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol,design,or distinctive coloring or lettering.It is recognized by sight but may not be expressed when a person pronounces the brand name.
A trademark is a brand that is given legal protection because,under the law,it has been appropriated by one seller.Thus trademark is essentially a legal term.All trademarks are brands and thus include the words,letters,or numbers that can be pronounced.They may also include a pictorial design.Some people erroneously believe that the trademark is only the pictorial part of the brand.
One major method of classifying brands is on the basis of who owns them—producers or middlemen.Sunbeam,Florsheim,Spalding (athletic products),and Sara Lee are producers' brands,while Allstate,Shurfine,Sysco,Craftsman,and Penncrest are middlemen's brands.
The terms national and private have been used to describe producer and middleman brand ownership,respectively.However,marketing people prefer the producer middleman terminology.To say that the brand of poultry feed marketed in three states by a small Birmingham,Alabama,manufacturer is a national brand,whereas the brands of Penney's or Sears are private brands,stretches the meaning of the terms national and private.
練習(xí)
1."Brand"is a general term which covers narrower terms such as"brand name","brand mark",and"trademark".
A.Right B.Wrong C.Not mentioned
2.A brand name is intended to impress customers with an attractive and original design while a trademark is intended to do so with a peculiar sound.
A.Right B.Wrong C.Not mentioned
3.Trademarks are protected by law while brand names are not.
A.Right B.Wrong C.Not mentioned
4.Some people identify the brand mark with the trademark.
A.Right B.Wrong C.Not mentioned
5.Among various methods of classifying brands,the one based on ownership is widely accepted.
A.Right B.Wrong C.Not mentioned
6.Penncrest is a national brand.
A.Right B.Wrong C.Not mentioned
7.When classifying brands,marketing people tend to employ the categories of"producer-owned"and"middleman owned"
A.Right B.Wrong C.Not mentioned
答案與題解：
1.A 文章第—句話說“brand"是一個(gè)意義很寬泛的詞，涵蓋了其他一些意義比較狹窄的詞， 接著作者就在下文討論了不同種類的“brand"，包括“brand name","brand mark","trademark"等。
2.B 第一段說“brand name"是由可以發(fā)音的單詞、字母、數(shù)字構(gòu)成的，而“brand mark"則是 由符號(hào)和圖案設(shè)計(jì)組成的。因此，這一句話把問題正好說顛倒了。
3.B 第二段說“trademark"是一個(gè)法律概念,指的是受法律保護(hù)的商標(biāo)；對(duì)照該段的前三個(gè)句子和第一段的第四個(gè)句子，可以看出“brand name"也是受法律保護(hù)的。
4.A 第二段最后一句話說有些人錯(cuò)把品牌的圖案部分即“brand mark"當(dāng)做商品的"trademark" o
5.A 第三段說根據(jù)所有權(quán)來區(qū)分商標(biāo)是一種主要的方法,從中可以推出它是被廣為接受的一種方法。
6.B 文章最后一段說由中間人擁有的品牌又稱為私有品牌，而倒數(shù)第二段說Pennorest是一 個(gè)中間人品牌，因此它是私有品牌而不是國(guó)有品脾。
7.A 最后一段說銷售人員更喜歡使用“生產(chǎn)者一中間商"這一有關(guān)所有者的術(shù)語來區(qū)分品 牌，而不是“國(guó)有一私有"這一術(shù)語。
The word brand is a comprehensive term that encompasses other narrower terms.A brand is a name,term,symbol,and/or special design that is intended to identify the goods or services of one seller or group of sellers.A brand differentiates one seller's products from those of competitors.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol,design,or distinctive coloring or lettering.It is recognized by sight but may not be expressed when a person pronounces the brand name.
A trademark is a brand that is given legal protection because,under the law,it has been appropriated by one seller.Thus trademark is essentially a legal term.All trademarks are brands and thus include the words,letters,or numbers that can be pronounced.They may also include a pictorial design.Some people erroneously believe that the trademark is only the pictorial part of the brand.
One major method of classifying brands is on the basis of who owns them—producers or middlemen.Sunbeam,Florsheim,Spalding (athletic products),and Sara Lee are producers' brands,while Allstate,Shurfine,Sysco,Craftsman,and Penncrest are middlemen's brands.
The terms national and private have been used to describe producer and middleman brand ownership,respectively.However,marketing people prefer the producer middleman terminology.To say that the brand of poultry feed marketed in three states by a small Birmingham,Alabama,manufacturer is a national brand,whereas the brands of Penney's or Sears are private brands,stretches the meaning of the terms national and private.
練習(xí)
1."Brand"is a general term which covers narrower terms such as"brand name","brand mark",and"trademark".
A.Right B.Wrong C.Not mentioned
2.A brand name is intended to impress customers with an attractive and original design while a trademark is intended to do so with a peculiar sound.
A.Right B.Wrong C.Not mentioned
3.Trademarks are protected by law while brand names are not.
A.Right B.Wrong C.Not mentioned
4.Some people identify the brand mark with the trademark.
A.Right B.Wrong C.Not mentioned
5.Among various methods of classifying brands,the one based on ownership is widely accepted.
A.Right B.Wrong C.Not mentioned
6.Penncrest is a national brand.
A.Right B.Wrong C.Not mentioned
7.When classifying brands,marketing people tend to employ the categories of"producer-owned"and"middleman owned"
A.Right B.Wrong C.Not mentioned
答案與題解：
1.A 文章第—句話說“brand"是一個(gè)意義很寬泛的詞，涵蓋了其他一些意義比較狹窄的詞， 接著作者就在下文討論了不同種類的“brand"，包括“brand name","brand mark","trademark"等。
2.B 第一段說“brand name"是由可以發(fā)音的單詞、字母、數(shù)字構(gòu)成的，而“brand mark"則是 由符號(hào)和圖案設(shè)計(jì)組成的。因此，這一句話把問題正好說顛倒了。
3.B 第二段說“trademark"是一個(gè)法律概念,指的是受法律保護(hù)的商標(biāo)；對(duì)照該段的前三個(gè)句子和第一段的第四個(gè)句子，可以看出“brand name"也是受法律保護(hù)的。
4.A 第二段最后一句話說有些人錯(cuò)把品牌的圖案部分即“brand mark"當(dāng)做商品的"trademark" o
5.A 第三段說根據(jù)所有權(quán)來區(qū)分商標(biāo)是一種主要的方法,從中可以推出它是被廣為接受的一種方法。
6.B 文章最后一段說由中間人擁有的品牌又稱為私有品牌，而倒數(shù)第二段說Pennorest是一 個(gè)中間人品牌，因此它是私有品牌而不是國(guó)有品脾。
7.A 最后一段說銷售人員更喜歡使用“生產(chǎn)者一中間商"這一有關(guān)所有者的術(shù)語來區(qū)分品 牌，而不是“國(guó)有一私有"這一術(shù)語。