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  3. Brands are basically a promise. They tell consumers what quality to expect from a【C1】________and show off its personality. Firms

Brands are basically a promise. They tell consumers what quality to expect from a【C1】________and show off its personality. Firms

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问题     Brands are basically a promise. They tell consumers what quality to expect from a【C1】________and show off its personality. Firms invest a lot on the image of their brands to【C2】________sales and loyalty. But measuring their value is hard. Millward Brown, a market-research company, is one of several that takes a stab at it. It has just published its annual ranking of the world’s "most【C3】________" brands based on consumers’【C4】________and the performance of the companies that own them.
    The top 100 are collectively worth $2.6 trillion, the firm【C5】________. Apple remains the world’s most【C6】________brand, worth $185 billion,【C7】________the head of three major technology companies. However, it may have been a【C8】________year for Apple in many respects: rivals are gaining share of the smartphone market;【C9】________and margins have been【C10】________. And Apple hasn’t unveiled a major new product since last October.【C11】________, none of the three major technology companies has increased much in value since last year perhaps because they have been refining their products【C12】________being startlingly innovative.
    Microsoft, which tried to be startling by【C13】________a radical new operating system, has seen its brand value fall. Apple’s big rival, Samsung, jumped 25 places, partly by out-innovating Apple and partly by【C14】________its advertising expenditure by $1.6 billion.
    Visa was one of the main brand sponsors for the 2012 Olympic games in London. But many of the big gainers【C15】________growth in emerging markets. That helps explain the rise in the value of beer brands like Brazil’s Brahma, which is worth 61％ more than last year. Ten-cent, an internet services company, benefited from being innovative and Chinese.【C16】________sales slowed in Europe, Zara, a high-street fashion retailer introduced online shopping for customers in China.
    Luxury【C17】________companies tend their brands even more carefully than most. Gucci, whose brand value increased by almost 50％, has invested in technology to【C18】________its online and mobile presence. The biggest riser this year,【C19】________is Prada, whose brand value【C20】________ 63％ as it increased sales in both old markets and new. But even in Western Europe its most enthusiastic customers were Asian tourists.
【C10】
选项 A、squeezed
B、minimized
C、maximized
D、widened
答案A
解析 上半句提到对手正在侵占智能手机的市场份额，因此苹果公司的盈余(margins)会受影响。A项squeezed有“挤压”之意，填入文中指盈余受到挤压。市场份额被侵占并不意味着盈余降到最低，所以B项minimized“最小化”没有推断依据。C项maximized“最大化”及D项widened“扩大”与上半句提到的“对手正在侵占智能手机的市场份额”语义矛盾。
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