学位英语

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.

词汇：

encompass 包含，包括；围绕 letter 用印刷字母子；写印刷体子

differentiate 区分，区别 trademark 商标

distinctive 区别性的；有特色的，与众不同的

middleman 经纪人，中间商，中间人

vocalize 说，清楚地发音；唱，练唱

terminology 术语，专门名词

注释：

1.differentiate…from…：把……与……区别开来。又如，differentiate tangible assents from intangible ones：区分有形资产和无形资产。differentiate后也可用between。如differentiate between right and wrong：分清是非。

2.appears in the form of：以……形式出现

3.…under the law，it has appropriated by one seller：依据法律，它已被卖着占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use他将公款挪为己用。

4.They may also include a pictorial design：商标上也可能有图案设计。

5.Some people erroneously believe……：有些人错误地认为……

6.…streches the meaning of the terms…：……把这些术语的意思引申了……

练习

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

答案与题解：

1.A文章第—句话说“brand”是一个意义很宽泛的词，涵盖了其他一些意义比较狭窄的词， 接着作者就在下文讨论了不同种类的“brand”，包括“brand name", "brand mark", "trademark"等。

2.B第一段说“brand name"是由可以发音的单词、字母、数字构成的，而“brand mark”则是 由符号和图案设计组成的。因此，这一句话把问题正好说颠倒了。

3.B第二段说“trademark”是一个法律概念,指的是受法律保护的商标；对照该段的前三个句子和第一段的第四个句子，可以看出“brand name"也是受法律保护的。

4.A 第二段最后一句话说有些人错把品牌的图案部分即“brand mark”当做商品的"trademark" o

5.A第三段说根据所有权来区分商标是一种主要的方法,从中可以推出它是被广为接受的一种方法。

6.B文章最后一段说由中间人拥有的品牌又称为私有品牌，而倒数第二段说Pennorest是一 个中间人品牌，因此它是私有品牌而不是国有品脾。

7.A最后一段说销售人员更喜欢使用“生产者一中间商”这一有关所有者的术语来区分品 牌，而不是“国有一私有”这一术语。

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