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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 i

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

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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.
【C6】
选项 A、costly
B、popular
C、valuable
D、special
答案C
解析 苹果公司以市值1，850亿美元成为世界三大科技公司之首(…the head of…)，所以该品牌应是最“有价值的”，故选择C项valuable。
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