首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
What is a brand anyway? A brand isn’t just a logo on a shirt or an ice-cream van. It’s much more than that. To be successful a b
What is a brand anyway? A brand isn’t just a logo on a shirt or an ice-cream van. It’s much more than that. To be successful a b
admin
2012-02-12
19
问题
What is a brand anyway? A brand isn’t just a logo on a shirt or an ice-cream van. It’s much more than that. To be successful a brand has to have rational characteristics—【46】
i. e. , it has to be competitive on price or quality or service, and it has to have a "personality" that charms and seduces.
It is a mix of emotional factors, such as "Do I like it?" and "Is it me?" and rational factors such as, " Is it cheaper or better or quicker? "【47】
Getting things in balance is tricky, and that’s why so many brands don’t succeed.
Just let’s look at all the ways brands can fail. Brands are vulnerable to fashion. Fizzy drinks such as Coke and Pepsi are now being attacked by stimulation drinks such as Red Bull. Fast food brands are threatened by salads and other "lite" foods. McDonald’s has recently been in real trouble.
Brands are also vulnerable because they get cocky, arrogant and out of touch. They think they know best and don’t change with the market—like the Gap, Levi’s and Marks & Spencer brands who learnt their lesson the hard way.
【48】
In fact, even the people who create brands can’t really control them or even predict how people will use them.
Not one single mobile phone company anywhere in the world anticipated the growth of texting. The companies involved in the new 3G phone technology are still holding their breath because they don’t know whether it will take off or not. And if it does take off, they won’t know how and in what direction until the market tells them. It’s a huge gamble. Range Rover was the first Sport Utility Vehicle, but Land Rover never completely understood the concept that it had inspired. Range Rover has spent much of its life span trying to catch up with the trend that it serendipitously created.【49】
Organic foods are a great success, but not one single major manufacturer or retailer originally promoted them.
Little companies started the trend and we consumers just decided we didn’t want our food mucked around with. So at first slowly, hesitantly and ponderously, the retailers and the manufacturers followed. They did what we asked.
【50】
In other words, brands are nothing like as powerful as they look.
The people who manage them often get things wrong, muck things up, look in the wrong direction and generally act just like most organisations directed by human beings—messily. So despite all the huffing and puffing, the reality is that brands are more or less completely in our power. When we like them we buy them, when we don’t, we just buy something else. And what’s more, as customers we’re unpredictable. We can be loyal or fickle, extravagant or stingy, serially or simultaneously.
选项
答案
换句话说,品牌本身远没有他们看起来那样有影响力。
解析
(as…as…像…一样…。)
转载请注明原文地址:https://kaotiyun.com/show/vSkK777K
本试题收录于:
D类竞赛(专科)题库大学生英语竞赛(NECCS)分类
0
D类竞赛(专科)
大学生英语竞赛(NECCS)
相关试题推荐
Duringthereadinglesson,theteacheraskedstudentstoreadafew______fromthenovel.
A.informedB.careerC.presentingD.relevantE.successfulF.effortG.remindedH.consideringI.deliberatelyJ.stress
InternationalDiningEtiquette1.AsiaRulesofusingchopsticksRestthemonaplateora【T1】______Avoidtorestthem【T2】_____
A.roleB.enormousC.InsteadofD.mutteringE.strikingF.mediatedG.originallyH.
A.roleB.enormousC.InsteadofD.mutteringE.strikingF.mediatedG.originallyH.
A.fightingB.subjectsC.certainlyD.questionE.resultinF.furtherG.appearance
Aballbearingistobedroppedintoeachofthesebeakers.Inwhichexperimentwilltheballtraveltheslowest?
Turninyourcollectionofindustry-suppliedfreebiesandGoodmanwillsendbackafewreplacementpensbearingtheNoFreeLunc
Turninyourcollectionofindustry-suppliedfreebiesandGoodmanwillsendbackafewreplacementpensbearingtheNoFreeLunc
随机试题
以下区域性经济一体化集团由南北两类国家组成的有()
设样本x1,x2,…,xn来自总体N(μ,1),为样本均值,假设检验问题为H0:μ=μ0,H1:μ≠μ0,则检验统计量的表达式为_____.
A.技术性B.广泛性C.经济性D.法律性E.权威性“药师对处方进行审核,并按医师处方准确、快速调配、发给患者使用”体现处方的
大面积烧伤急救,患者口渴应给予()。
【背景资料】某项目部针对一个施工项目编制网络计划图,图2K320050-8是计划图的一部分:该网络计划图其余部分计划工作及持续时间见表2K320050-2。项目部对按上述思路编制的网络计划图进一步检查时发现有一处错误:C2工作必须在B2工作完成后
下列与现金差别不大,可以视为短期投资的有()。
运用马克思关于社会总资本再生产的有天原理,分析我国经济生活中存在的部分生产资料和消费品的供过于求对社会再生产的影响及应采取的对策。
17,5,24,38,28,()。
小姚在公司里负责新员工的入职培训,现在她需要在培训演示文稿中制作公司的组织结构图。在PowerPoint中最优的操作方法是()
Readthearticlebelowaboutthewaystoimproveemployees’motivation.ChoosethebestwordtofilleachgapfromA,B,Cor
最新回复
(
0
)