2016职称英语原版.docxVIP

whatBrandsThe 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 middlemens 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.?品牌品牌是一个综合性的术语，它包括其彳也范rt更小的术谱。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，用以区别不同卖主或卖主群体的货物或劳务。品牌可以把一 个卖主的商品同其他竞争者的商品区分弁来。‘一个品觯M名字由可以清晰读出的单词、字母及数 字组成。商标是品脾的一个组成部分，其群式为一个符号、一种图案、一秭与众不同的色彩或字 母书写。它可以从椀觉上确认，但在读品牌的名学时不一定能袅达出来。商标是受法律保护的品牌，因为依据法律，它已被卖主占有了。因此，商标实质上是一个法 律术语。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。商标上也可能有图 案设计。有些人错误地认为，商标仅是品觯中的图案部分。‘ 1品牌