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1、Brands品牌 The word brand is a comprehensive term that encompasses other narrower terms. 品牌是一个综合性的术语，它包括其他范围更小的术语。A brand is a name, term, symbol, and/or special design 一种品牌可以是一个名字、一个术语、一个符号或是一个特殊的标志，that is intended to identify the goods or services of one seller or group of sellers.用于 区别 货物 劳务 卖主
2、 卖主群体，用以区别不同卖主或卖主群体的货物或劳务。 A brand differentiates one seller’s products from those of competitors. 品牌可以把一个卖主的商品同其他竞争者的商品区分分来。A brand name consists of words, letters, and/or numbers that can be vocalized. 一个品牌名字由可以清晰读出的单词、字母及数字组成。A brand mark is the part of the brand 商标是品脾的一个组成部分。that appears in the
3、form of a symbol, design, or distinctive coloring or lettering. 其样式为一个符号、一种图案、一种与众不同的色彩或字母书写。It is recognized by sight but may not be expressed when a person pronounces the brand name. 它可以从视觉上确认，但在读品牌的名字时不一定能表达出来 A trademark is a brand that is given legal protection because,商标是受法律保护的品牌。 under the
4、law, it has been appropriated by one seller.因为依据法律，它已被卖主占有了。 Thus trademark is essentially a legal term. 因此，商标实质上是一个法律术语。All trademarks are brands and thus include the words, letters, or numbers that can be pronounced. 所有的商标都是品牌，它也就包括可以被读出的单词、 字母 及数字。包括 图 案 设计。They may also include a pictorial desig
5、n. 商标上也可能有图案设计。Some people erroneously believe that the trademark is only the pictorial part of the brand. 有些人错误地认为，商标仅是品牌中的图案部分。 One major method of classifying brands is on the basis of who owns them—producers or middlemen. 品牌分类的一种主要方法是依据其所有人---制造商和中间商来划分。 Sunbeam, Florsheim, Spalding (athletic
6、products), and Sara Lee are producers’ brands, 山比母、 弗拉什姆、 斯巴尔丁（体育用品） 和萨拉李等是制造商的品牌。while Allstate, Shurfine, Sysco, Craftsman, and Penncrest are middlemen's brands. 而奥斯泰特、 舒费因、 赛斯克、克拉夫茨曼 和Pernicr则是中间商的品牌。 The terms national and private have been used to describe producer and middleman brand ownershi
7、p, respectively.国有和私有这两个术语分别用于描述制造商与中间商的品牌所有权。 However, marketing people prefer the producer middleman terminology.不过， 销售人员更偏爱生产者——中间商这个术语 To say that the brand of poultry feed marketed in three states by a small Birmingham, Alabama, manufacturer is a national brand, 我们说阿拉巴马州伯明翰市一家小厂生产的、在三个州都有出售的家禽饲
8、料为国有品牌。whereas the brands of Penney’s or Sears are private brands, stretches the meaning of the terms national and private. 而Peimey's或Sears为私有品牌，就引申了国有和私有这两个术语的含义。 练习 1. “Brand” is a general term which covers narrower terms such as “brand name”, “brand mark”, and “trademark”. A
9、 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
10、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
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