首页
登录
职称英语
What is a brand anyway? A brand isn’t just a logo on a shirt or an ice-cream
What is a brand anyway? A brand isn’t just a logo on a shirt or an ice-cream
游客
2023-10-21
21
管理
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. [br]
选项
答案
有机食品是很成功的,但在最初却没有一个较大规模的生产商或零售商(愿意)推销它们。
解析
(organic器官的,有机的。manufacturer生产制造商。retailer零售商。promote推销。)
转载请注明原文地址:https://tihaiku.com/zcyy/3116907.html
相关试题推荐
Whatisabrandanyway?Abrandisn’tjustalogoonashirtoranice-cream
Whatisabrandanyway?Abrandisn’tjustalogoonashirtoranice-cream
Whatisabrandanyway?Abrandisn’tjustalogoonashirtoranice-cream
Whatisabrandanyway?Abrandisn’tjustalogoonashirtoranice-cream
Whatisabrandanyway?Abrandisn’tjustalogoonashirtoranice-cream
-Oh,mustyou?Stayabitlonger.______.-Thanksanyway,butI’vegotanearly
He_____ice-creamonthebeachifhisfather_____lastyear,leavingnothingbutd
随机试题
Alastingmarriagedoesnotalwayssignalahappymarriage.Plentyof【C1】___
[originaltext]M:Hi,Sarah.What’sup?W:Oh,hi,Ijustgotoutofahistoryc
教育负担比是衡量教育开支对家庭生活影响的重要指标,其测算公式是()。A:目前子女
已购公房指城镇职工根据国家和县级以上地方人民政府有关城镇住房制度改革政策规定,按
政府采购中,经设区的市、自治州以上人民政府财政部门同意,可以采用竞争性谈判方式进
Ⅱ.某乡镇中学有100名初一学生,他们先前所在小学均未开设英语。现拟对其进行一
癌细胞胞质嗜碱性增强是由于( )。A.蛋白质增多 B.核浆比值增大 C.核
陈某和谢某住对门,素有矛盾。某日夜里,陈某酒后猛撞谢某家屋门,持械闯入谢某家并猛
关于施工质量验收基本规定,说法正确的是()。A、涉及结构安全的试块、试件以及有
A.全程肉眼血尿 B.终末血尿伴尿频 C.初始血尿 D.镜下血尿 E.血
最新回复
(
0
)