Brands

    The 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 ¹ 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 ² 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 ³. 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 ⁴. Some people erroneously believe ⁵that 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 middlemen"s 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 ⁶ national and private.

 

词汇：

encompass /in"kʌmpəs/ vt．包含，包括；围绕

differentiate /difə"renʃieit/vt．&vi．区分，区别

distinctive /dis"tiŋktiv/ adj．区别性的；有特色的，与众不同的

vocalize /"vəukəlaiz/ vt．&vi．说，清楚地发音；唱，练唱

letter/"letə/vt．用印刷字母写；vi．写印刷体字

trademark /"treidma:k/ n．商标

middleman /"midlmæn/ n．经纪人，中间商，中间人

terminology /"tə: minɔlədʒi/ n．术语，专门名词

 

注释：

1.    differentiate ... from...：把……与……区别开来。又如，differentiate tangible assets from intangible ones：区分有形资产和无形资产。differentiate后也可用between。如differentiate between right and wrong：分清是非。

2.    appears in the form of…：以……形式出现

3.    ... under the law, it has been appropriated by one seller．依据法律，它已被卖者占有了。appropriate是“私占，挪用”的意思。又如：He appropriated public funds for his own private use．他将公款挪为己用。

4.    They may also include a pictorial design．商标上也可能有图案设计。

5.    Some people erroneously believe...：有些人错误地认为……

6.    ... stretches the meaning of the terms…：……把这些术语的意思引申了……

A  brand name is intended to impress customers., with an. attractive and original design while a brand mark is intended to do so with a peculiar sound.

A:Right B:Wrong C:Not mentioned

How did the company come to produce a record glorifying the murder of police, which is entitled Cop Killer by the rapper Ice-T on the album Boby Count The album is released by Warner Bros. Records, part of the Time Warner media and entertainment conglomerate.
In a Wall Street Journal oped piece laying out the company’s position Time Warner co- CEO Gerald Levin makes two defenses. First, Ice-T’s Cop Killer is misunderstood. "It doesn’t induce or glorify violence... It’s his fictionalized attempt to get inside a character’s head ... Cop Killer is no more a call for gunning down the police than Frankie and Johnny is a summons for jilted lovers to shoot one another." Instead of "finding ways to silence the messenger," we should be "heeding the anguished cry contained in his message."
This defense is self-contradictory. Frankie and Johnny does not pretend to have a political "message" that must be "heeded." If Cop Killer has a message, it is that the murder of policemen is a justified response to police brutality. And not in self-defense, but in premeditated acts of revenge against random cops. Killing policemen is a good thing--that is the plain meaning of the song, and no "larger understanding" of black culture, the rage of the streets or anything else can explain it away. As in much of today’s popular music, the line between performer and performance is purposely blurred. These are political sermonettes clearly intended to support the sentiments being expressed. Traey Marrow (Ice-T) himself has said, "I scared the police, and they need to be scared." That seems clear.
The company’s second defense of Cop Killer is the classic one of free expression: "We stand for creative freedom. We believe that the worth of what an artist or journalist has to say does not depend on preapproval from a government official or a corporate censor."
Of course Ice-T has the right to say whatever he wants. But that doesn’t require any company to provide him an outlet. And it doesn’t relieve a company of responsibility for the messages it chooses to promote. Judgment is not "censorship." Many an "anguished cry" goes unrecorded. This one was recorded, and promoted, because a successful artist under contract wanted to record it. Nothing wrong with making money, but a company cannot take the money and run from the responsibility.
The founder of Time, Henry Luce, would have scorned the notion that his company provided a value-free forum for the exchange of ideas. In Luce’s system, editors were supposed to make value judgments and promote the truth as they saw it.
It is often claimed that some messages conveyed in popular music

A:are nothing but fictions. B:are intended for performers. C:are supposed to be true. D:are too vague to recognize.

How did the company come to produce a record glorifying the murder of police, which is entitled Cop Killer by the rapper Ice-T on the album Boby Count The album is released by Warner Bros. Records, part of the Time Warner media and entertainment conglomerate.
In a Wall Street Journal oped piece laying out the company’s position, Time Warner co CEO Gerald Levin makes two defenses. First, Ice-T’s Cop Killer is misunderstood. "It doesn’t induce or glorify violence... It’s his fictionalized attempt to get inside a character’s head ... Cop Killer is no more a call for gunning down the police than Frankie and Johnny is a summons for jilted lovers to shoot one another.’ Instead of "finding ways to silence the messenger," we should be "heeding the anguished cry contained in his message."
This defense is self-contradictory. Frankie and Johnny does not pretend to have a political "message" that must be "heeded. ’ If Cop Killer has a message, it is that the murder of policemen is a justified response to police brutality. And not in self-defense, but in premeditated acts of revenge against random cops. Killing policemen is a good thing--that is the plain meaning of the song, and no "larger understanding" of black culture, the rage of the streets or anything else can explain it away. As in much of .today’s popular music, the line between performer and performance is purposely blurred. These are political sermonettes clearly intended to support the sentiments being expressed. Tracy Marrow (Ice-T) himself has said, "I scared the police, and they need to be scared." That seems clear.
The company’s second defense of Cop Killer is the classic one of free expression: "We stand for creative freedom. We believe that the worth of what an artist or journalist has to say does not depend on preapproval from a government official or a corporate censor."
Of course Ice-T has the right to say whatever he wants. But that doesn’t require any company to provide him an Outlet. And it doesn’t relieve a company of responsibility for the messages it chooses to promote. Judgment is not "censorship. "Many an "anguished cry" goes unrecorded. This one was recorded, and promoted, because a successful artist under contract wanted to record it. Nothing wrong with making money, but a company cannot take the money and run from the responsibility.
The founder of Time, Henry Luce, would have scorned the notion that his company provided a value-free forum for the exchange of ideas. In Luce’s system, editors were supposed to make value judgments and promote the truth as they saw it.
It is often claimed that some messages conveyed in popular music

A:are nothing but fictions. B:are intended for performers. C:are supposed to be true. D:are too vague to recognize.

Part A
Directions:
Reading the following four texts. Answer the questions below each text by choosing A, B, C or D. You’re your answers on ANSWER SHEET 1.
Text 1

It is often claimed that some messages conveyed in popular music

A:are nothing but fictions. B:are intended for performers. C:are supposed to be true. D:are too vague to recognize.

Keneally's biography is intended mainly to

A:launch a surprise attack on Democratic congressman. B:show sympathy for an abused but reputed lady, Teresa. C:curse bitterly at the hypocrisy of notorious heroes. D:expose the true character of a civil war general.

Part A
Directions:
Reading the following four texts. Answer the questions below each text by choosing A, B, C or D. Mark your answers on ANSWER SHEET 1.
Text 1

It is often claimed that some messages conveyed in popular music

A:are nothing but fictions. B:are intended for performers. C:are supposed to be true. D:are too vague to recognize.

How did the company come to produce a record glorifying the murder of police, which is entitled Cop Killer by the rapper Ice-T on the album Boby Count The album is released by Warner Bros. Records, part of the Time Warner media and entertainment conglomerate.
In a Wall Street Journal oped piece laying out the company’s position, Time Warner co CEO Gerald Levin makes two defenses. First, Ice-T’s Cop Killer is misunderstood. "It doesn’t induce or glorify violence... It’s his fictionalized attempt to get inside a character’s head ... Cop Killer is no more a call for gunning down the police than Frankie and Johnny is a summons for jilted lovers to shoot one another.’ Instead of "finding ways to silence the messenger," we should be "heeding the anguished cry contained in his message."
This defense is self-contradictory. Frankie and Johnny does not pretend to have a political "message" that must be "heeded. ’ If Cop Killer has a message, it is that the murder of policemen is a justified response to police brutality. And not in self-defense, but in premeditated acts of revenge against random cops. Killing policemen is a good thing--that is the plain meaning of the song, and no "larger understanding" of black culture, the rage of the streets or anything else can explain it away. As in much of .today’s popular music, the line between performer and performance is purposely blurred. These are political sermonettes clearly intended to support the sentiments being expressed. Tracy Marrow (Ice-T) himself has said, "I scared the police, and they need to be scared." That seems clear.
The company’s second defense of Cop Killer is the classic one of free expression: "We stand for creative freedom. We believe that the worth of what an artist or journalist has to say does not depend on preapproval from a government official or a corporate censor."
Of course Ice-T has the right to say whatever he wants. But that doesn’t require any company to provide him an Outlet. And it doesn’t relieve a company of responsibility for the messages it chooses to promote. Judgment is not "censorship. "Many an "anguished cry" goes unrecorded. This one was recorded, and promoted, because a successful artist under contract wanted to record it. Nothing wrong with making money, but a company cannot take the money and run from the responsibility.
The founder of Time, Henry Luce, would have scorned the notion that his company provided a value-free forum for the exchange of ideas. In Luce’s system, editors were supposed to make value judgments and promote the truth as they saw it.

It is often claimed that some messages conveyed in popular music（）

A:are nothing but fictions B:are intended for performers C:are supposed to be true D:are too vague to recognize