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版本AAbrandisaname,term,sign,symbol,design,oracombinationofthese,intendedtoidentifythegoodsorservicesofacompanyoragroupofcompanies.品牌是一個名字、專有名詞、記號、象徵、設計、或是綜合以上的集合體，其目的是為了讓人了解公司的服務或公司團體所擁有的優點。Anotherpurposeofabrandistodifferentiateonecompanyfromanother.其餘的功用則是為了與其他不同的公司區分出來。Themostimportantskillofprofessionalmarketeristheabilitytocreate,maintain,protect,andenhancethebrandsoftheirproductandservices.對於一個專業的市場商人而言，最重要的技巧是如何去發揮創意或是去維持、保護及增加品牌的產品與服務的利益。Brandinghasbecomesoimportantthattodayhardlyanycompanyorproductiswithoutone.品牌創造變的如此重要，以至於各個公司難以沒有它。Therefore,brandmanagementisanincreasinglyimportantelementinmarketing.因此品牌的管理在商業中變成十分重要的元素。Termn.(1)期限(2)學期(3)專門名詞(4)術語;(一般的)詞,名稱differentiatevt.(1)使有差異(2)構成...間的差別[(+from)](3)區別,區分;鑑別[(+from)]elementn.(1)元素(2)要素(3)成分Identifyvt.(1)確認;識別(2)視...(與...)為同一事物[(+with)]NeveridentifywealthwithhappinessMaintainvt.(1)維持(2)保持(3)使繼續enhancevt.提高,增加Brandpowerreferstotherelativestrengthofacompany’sbrandinthemindsofconsumers,andcaninfluenceconsumerchoiceofproducts.提及品牌力量在消費者的心中，一個公司品牌的相關力量是能影響消費者對產品的選擇。Brandsarepowerfultotheextentthattheyconferhighbrandloyaltyandstrongbrandassociations,namerecognition,perceivedquality,andotherassetssuchaspatentsandtrademarkstoacompany.品牌對於高品牌忠誠度,堅固的品牌聯盟,品名識別,品質,以及其他資產像是專利或是公司商標的影響是強而有力的Astrongbrandcanbeoneofacompany’smostimportantasset.強的商標可能是公司最重要的資產之一。Measuringtherealvalueofabrandnameisdifficult,butaccordingtooneestimate,brandvalueofthefollowingcompaniesinUSdollarsis:$68billionforCoca-Cola,$65billionforMicrosoft,$53billionforIBM,$42billionforGE,and$35billionforNokia.測量品牌的真正價值很困難，但是依照一個估計，在美國元的下列公司的商標價值是：六百八十億元對於可口可樂，六百五十億元對於微軟，五百三十億元對於IBM，四百二十億元對於GE,和對於諾基亞的為三百五十億元。referstoph.(1)提到,談論(2)與...關連(3)參考,參照Don'trefertothismatteragain,please.請別再提這件事。relativea.(1)相對的,比較的Nothing'sfixedinthisworld;everythingisrelative.在這個世界上沒有什麼東西是固定不變的;一切都是相對的。(2)與...有關係的,相關的(+to)Heaskedmesomequestionsrelativetothesubject.他問了我一些有關這個題目的問題。(3)成比例的,相應的[(+to)]Supplyisrelativetodemand.供應是按需求而定的。extentn.(1)廣度,寬度;長度Standingonthetopofthemountain,youcanseethefullextentoftheforest.站在山頂上,你可以看到森林的全貌。(2)程度;限度;範圍Toacertainextent,Iamresponsibleforthedelay.在一定程度上,我對拖延負有責任。Confervt.–give;grant(1)授予(學位等)(+on/upon)(2)給予,賦予vi.(1)商談,協商[(+with/on)]Theyconferredonthebestwaytoexpandbusiness.他們商議擴展業務的最好方法。loyaltyn.(名詞noun)忠誠;忠心(+to)Thegeneral'sloyaltytothekingneverwavered.將軍對國王的忠心從未動搖過。12-associationn.(名詞)(1)協會,公會,社團,聯盟(2)聯合,結合;交往(+with)(3)聯想,聯想物Haveyoujoinedtheteachers'association?你加入教師協會了嗎?Ibenefitedmuchfrommyassociationwithhim.我從跟他的交往中獲益匪淺。Whatassociationdoyouhavewiththecolorgreen?綠色會使你產生什麼聯想?recognitionn.(1)認出,識別;認識(2)承認;確認;認可(3)賞識;表彰;報償Myrecognitionofthefacewasimmediate.我一下子就認出那張面孔了。recognitionofanewstate承認一個新國家Thechemisthaswonworldwiderecognition.那位化學家贏得舉世公認。perceivedvt.(1)察覺;感知[+that](2)意識到;理解Iperceivedamanenterthehouse.我看到一個人走進這間房子。Hegraduallyperceivedthathisparentshadbeenright.他漸漸地了解到他的父母是對的。assetsn.(1)財產,資產Thebankhasassetsofoverfivemillionpounds.這家銀行有五百萬英鎊以上的資產。(2)寶貴的人材;有益的品質,才能;有利條件Goodhealthisagreatasset.健康的身體是一筆極大的財富。patentn.(1)專利;專利權Didyoutakeoutapatentonyourdesign?你是否取得一項設計的專利?(2)專利證書;專利品(3)特徵apatentofintellectuality知識分子的特徵trademarkn.(1)商標Productsbearingfamoustrademarkssellwell.標有名牌商標的產品暢銷。(2)(人或物的)標記,特徵Beautifulhomesandgardensaretrademarksofthesouth.美麗的房屋和花園是南方的特徵。vt.(1)用商標標明(2)給...的商標註冊;登記...作為商標estimatevt.(1)估計,估量(2)評價;判斷n.(1)估計;估價;估計數Theexpert'sestimateisthatthepaintingisworthonemillion.專家估計這幅畫值一百萬元。(2)評價;判斷;看法Myestimateofthesituationisnotsooptimistic.我對形勢的估計不那麼樂觀。Highbrandpowerprovidesacompanywithmanycompetitiveadvantages.好品牌賦予一個公司很多競爭上的優勢，Apowerfulbrandenjoysahighlevelofconsumerbrandawarenessandloyalty.一個有影響力的品牌可以得到顧客高程度的認同以及忠誠感。Becauseconsumersexpectstorestocarrythebrand,thecompanyhasmorebargainingpowerwhennegotiatingwithretailers.因為顧客都會期待店面是帶有品牌的，所以當與零售商議價的時候公司有更多協議價錢的能力，Andbecausethebrandnamebringshighcredibility,acompanywithastrongbrandcanmoreeasilylaunchnewproductswiththesamebrandname.而且因為品牌名具有高度的可信性，所以一個強大的品牌可以更容易地推出相同品牌名的新產品。Forexample,Coca-Colauseditswell-knownbrandnametointroduceDietCoke,andtheJohnson&Johnsonbrand,originallyknownforitsJohnson&JohnsonBabyShampoo,waslaterusedtointroduceproductssuchasJohnsonBabyOil,CottonSwabs,andDentalFloss.例如：可口可樂利用他家喻戶曉的品牌名來引進健怡可樂還有Johnson&Johnson這個品牌，一開始以嬌生嬰兒洗髮精聞名，之後開始引進其他產品像是嬌生嬰兒油、棉花棒還有牙線。Awarenessn.(1)察覺(2)覺悟(3)體認[U][S1][(+of)][+(that)]Thereisageneralawarenessthatsmokingisharmful.Loyaltyn.(1)忠誠忠心[U][(+to)](2)忠誠的行為[P]Thegeneral'sloyaltytothekingneverwavered.將軍對國王的忠心從未動搖過。Theloyaltiesdemonstratedtheirloveforthecountry.這些忠誠的行為顯示了他們對祖國的愛。Bargainn.(1)協議[(+with)][+that](2)買賣,交易(3)特價商品,便宜貨(修飾另一名詞)廉價Clementmadeasatisfactorybargainwithhim.vi.(1)討價還價[(+with/over/about)](2)達成協議Theybargainedonatwo-yearterm.他們講定以兩年為期。(常與否定詞連用)預料,指望[(+for/on)]vt.(1)討價還價後賣掉(2)經談判後使得[O]Theyfinallybargainedouttheobstaclestoanagreement.他們通過談判終於排除了達成協議的障礙。(3)提出...條件[+that]Thetradeunionbargainedthatitsmembersshouldhaveanotherweek'sholiday.工會提出其會員增加一週假日的要求。(4)保證[+that]Ibargainthatthejobwillbedoneinthreedays.Negotiatevi.談判,協商,洽談[(+with/for)]Thegovernmentwillnotnegotiatewitht