*第六篇

brands

1 the word brand品牌is a comprehensive综合的 term术语 that encompasses包含 other narrower 狭窄的terms. 术语a brand is a name, term, symbol, 象征and/or special design 设计that is intended 打算to identify the goods or services of one seller 卖方or group群体of sellers.卖方 a brand differentiates区别 one seller's products 货物from those of competitors.竞争者 a brand name consists of由---组成 words,单词 letters, 字母and/or numbers数字 that can be vocalized.发音，说 a brand mark标志 is the part of the brand that appears in the form of 以---形式出现a symbol, design, or distinctive有特色的 coloring or lettering. it is recognized 辨别by sight视力 but may not be expressed 表达when a person pronounces发音 the brand name.

2 a trademark商标 is a brand that is given legal 合法的protection保护 because, under the law, it has been appropriated 占有by one seller.卖方 thus trademark is essentially 本质的a legal term. all trademarks are brands and thus include包括 the words, 单词letters, 字母or numbers数字 that can be pronounced. they may also include a pictorial 图形的design. 设计some people erroneously错误地 believe 认为that the trademark is only the pictorial part图案部分 of the brand.

3 one major主要的 method 方法of classifying把---分类 brands is on the basis of who owns them一producers 生产者or middlemen. 中间商sunbeam, 山比母florsheim, 弗拉什母spalding 斯巴尔丁(athletic运动的 products产品), and sara lee 萨拉李are producers' brands, while allstate,奥斯泰特 shurfine, 舒费因sysco塞斯克, craftsman, 克拉夫茨曼and penncrest are middlemen's brands.

4 the terms术语 national国有 and private私有 have been used to describe描述 producer 制造商and middleman 中间商brand ownership, 所有权respectively各自地. however, marketing people 销售人员prefer更喜欢 the producer—middleman terminology.术语 to say that the brand of poultry家禽 feed喂养 marketed in three states by a small birmingham, 伯明翰alabama,阿拉巴马州 manufacturer厂商 is a national brand, whereas然而 the brands of penney's or sears are private brands, stretches the meaning of the terms national and private.

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

解析：1 the word brand品牌is a comprehensive综合的 term术语 that encompasses包含 other narrower 狭窄的terms. 术语a brand is a name, term, symbol, 象征and/or special design 设计that is intended 打算to identify the goods or services of one seller 卖方or group群体of sellers.卖方 a brand differentiates区别 one seller's products 货物from those of competitors.竞争者 a brand name consists of由---组成 words,单词 letters, 字母and/or numbers数字 that can be vocalized.发音，说 a brand mark标志 is the part of the brand that appears in the form of 以---形式出现a symbol, design, or distinctive有特色的 coloring or lettering. it is recognized 辨别by sight视力 but may not be expressed 表达when a person pronounces发音 the brand name.

2 a trademark商标 is a brand that is given legal 合法的protection保护 because, under the law, it has been appropriated 占有by one seller.卖方 thus trademark is essentially 本质的a legal term. all trademarks are brands and thus include包括 the words, 单词letters, 字母or numbers数字 that can be pronounced. they may also include a pictorial 图形的design. 设计some people erroneously错误地 believe 认为that the trademark is only the pictorial part图案部分 of the brand.

2.  a  brand name is intended to impress customers with an attractive and original design while a brand mark is intended to do so with a peculiar sound.

a. right           b. wrong          c. not mentioned

解析：1 the word brand品牌is a comprehensive综合的 term术语 that encompasses包含 other narrower 狭窄的terms. 术语a brand is a name, term, symbol, 象征and/or special design 设计that is intended 打算to identify the goods or services of one seller 卖方or group群体of sellers.卖方 a brand differentiates区别 one seller's products 货物from those of competitors.竞争者 a brand name consists of由---组成 words,单词 letters, 字母and/or numbers数字 that can be vocalized.发音，说 a brand mark标志 is the part of the brand that appears in the form of 以---形式出现a symbol, design, or distinctive有特色的 coloring or lettering. it is recognized 辨别by sight视力 but may not be expressed 表达when a person pronounces发音 the brand name.

3. trademarks are protected by law while brand names are not.

a. right              b. wrong         c. not mentioned.

解析：2 a trademark商标 is a brand that is given legal 合法的protection保护 because, under the law, it has been appropriated 占有by one seller.卖方 thus trademark is essentially 本质的a legal term. all trademarks are brands and thus include包括 the words, 单词letters, 字母or numbers数字 that can be pronounced. they may also include a pictorial 图形的design. 设计some people erroneously错误地 believe 认为that the trademark is only the pictorial part图案部分 of the brand.

4.  some people identify the brand mark with the trademark.

a. right            b. wrong            c. not mentioned

解析：2 a trademark商标 is a brand that is given legal 合法的protection保护 because, under the law, it has been appropriated 占有by one seller.卖方 thus trademark is essentially 本质的a legal term. all trademarks are brands and thus include包括 the words, 单词letters, 字母or numbers数字 that can be pronounced. they may also include a pictorial 图形的design. 设计some people erroneously错误地 believe 认为that the trademark is only the pictorial part图案部分 of the brand.

5. among various methods of classifying brands, the one based on ownership is widely accepted.

a. right         b. wrong        c. not mentioned

解析：3 one major主要的 method 方法of classifying把---分类 brands is on the basis of who owns them一producers 生产者or middlemen. 中间商sunbeam, 山比母florsheim, 弗拉什母spalding 斯巴尔丁(athletic运动的 products产品), and sara lee 萨拉李are producers' brands, while allstate,奥斯泰特 shurfine, 舒费因sysco塞斯克, craftsman, 克拉夫茨曼and penncrest are middlemen's brands.

6. penncrest is a national brand.

a. right             b. wrong         c. not mentioned

解析：3 one major主要的 method 方法of classifying把---分类 brands is on the basis of who owns them一producers 生产者or middlemen. 中间商sunbeam, 山比母florsheim, 弗拉什母spalding 斯巴尔丁(athletic运动的 products产品), and sara lee 萨拉李are producers' brands, while allstate,奥斯泰特 shurfine, 舒费因sysco塞斯克, craftsman, 克拉夫茨曼and penncrest are middlemen's brands.

4 the terms术语 national国有 and private私有 have been used to describe描述 producer 制造商and middleman 中间商brand ownership, 所有权respectively各自地. however, marketing people 销售人员prefer更喜欢 the producer—middleman terminology.术语 to say that the brand of poultry家禽 feed喂养 marketed in three states by a small birmingham, 伯明翰alabama,阿拉巴马州 manufacturer厂商 is a national brand, whereas然而 the brands of penney's or sears are private brands, stretches the meaning of the terms national and private.

7. when classifying brands, marketing people tend to employ the categories of "producer-owned" and "middleman-owned".

a. right             b. wrong             c. not mentioned

解析：4 the terms术语 national国有 and private私有 have been used to describe描述 producer 制造商and middleman 中间商brand ownership, 所有权respectively各自地. however, marketing people 销售人员prefer更喜欢 the producer—middleman terminology.术语 to say that the brand of poultry家禽 feed喂养 marketed in three states by a small birmingham, 伯明翰alabama,阿拉巴马州 manufacturer厂商 is a national brand, whereas然而 the brands of penney's or sears are private brands, stretches the meaning of the terms national and private.