A brand is a name, word, sign, symbol, design, or a combination of these, intended to identify the goods or services of a company or a group of companies. Another purpose of a brand is to contrast one company from another. The most important skill of professional marketers is the ability to create, maintain, protect, and enhance the brands of their products and services. Branding has become so important that today hardly any company or product is without one. Therefore, brand management is an increasingly important element in marketing.
Brand power refers to the relative strength of a company’s brand in the minds of consumers, and can influence consumers’ choice of products. Brands are powerful to the extent that they give high brand loyalty and strong brand associations, name recognition, perceived quality and other assets to a company. A strong brand can be one of a company’s most important assets.
High brand power provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because consumers expect stores to carry the brand, the company has more bargaining power when negotiating with retailers (零售商). And because the brand name brings high credibility, a company with a strong brand can more easily launch new products with the same brand name.
Many companies use the advantage of a strong brand power strategically to expand their business. When a company introduces an additional item with a new flavour, form, colour or package size in a given product category and under the same brand name, it is called a line extension. Another strategy is called brand extension. This involves the use of a successful brand name to launch new or modified products in a new category, thereby employing brand recognition in order to increase sales of new products.
Brand recognition is certainly important. Because consumers often hold long-standing perceptions about brands, high brand power ensure a company continued sales of its products.
【小題1】What does the word “assets” in the 2nd paragraph mean?
| A．points | B．advantages | C．aspects | D．elements |
| A．a high brand wins the loyalty of consumers |
| B．a high brand usually sets a much higher price |
| C．it’s easy for a high brand company to launch new products |
| D．a high brand company is more competitive when doing business with retailers |
| A．happens when the company is developing a new product |
| B．means the expansion of a company’s business in its established field |
| C．takes place when the company introduces a similar item but with a new colour |
| D．refers to the use of an established brand name to promote a new product in a new category |
| A．Brand Power | B．Famous Brands |
| C．Company Brands | D．Brand Products |
【小題1】B
【小題2】B
【小題3】D
【小題4】A
解析試題分析：這篇文章主要講了商標的力量。
【小題1】猜詞題：根據Brands are powerful to the extent that they give high brand loyalty and strong brand associations, name recognition, perceived quality and other assets to a company. A strong brand can be one of a company’s most important assets.可猜出“assets”意思是優(yōu)點。故選B。
【小題2】細節(jié)題：通過閱讀文章內容，可以知道一個高級商標定價會更高，文章中并沒有提到，故選B。
【小題3】細節(jié)題：根據Many companies use the advantage of a strong brand power strategically to expand their business. When a company introduces an additional item with a new flavour, form, colour or package size in a given product category and under the same brand name, it is called a line extension.故選D。
【小題4】主旨題：通過閱讀文章，可知這篇文章主要講了商標的力量，故選A。
考點：考查文化類閱讀
陽光試卷單元測試卷系列答案科目：高中英語 來源： 題型：閱讀理解
A dentist’s office may not be everyone’s idea of a perfect holiday destination.But a growing number of Europeans are travelling abroad for medical treatment to save money，or maybe to combine a visit to the doctor with some sightseeing，creating a potential but fastgrowing market for traditional tour operators.
“It was simply cheaper for me to go to a dentist in Hungary，” said a 42yearold physical therapist from Berlin.He chose the clinic near Budapest from an Internet advertisement，attracted by hundreds of euros in savings compared with the same treatment in Germany.He was happy to find when he got there that the clinic was clean，the staff qualified and the work thorough.
People travel abroad for medical treatment for various reasons：it’s cheaper，they face a long wait at home，or the treatment they want is not available in their own country.The Britishbased Medical Tourist Company refers about 100 patients a year to hospitals in India for treatments.And Chief Executive Premhar Shah reports rapid growth in demand from customers in Africa，where it can be harder to find wellequipped medical facilities for complex surgeries.
Some patients who have immigrated may prefer to return to be close to their families when they undergo surgery.“People will want to take the opportunity to seek treatment in places where they have relatives who might be able to look after them.I’m seeing that especially with younger people from eastern Europe，” said a professor at the University of Oxford.
For some，there is the attraction of free treatment abroad.British lawmakers have called for tighter checks on patients arriving for treatment，out of concerns that foreign citizens are travelling to Britain to take advantage of the free service.
The global medical tourism market is believed to be worth $40 billion to $60 billion and growing at about 20 percent per year.
【小題1】The 42yearold physical therapist was satisfied with________in Hungary.
| A．the price instead of the service |
| B．the service instead of the price |
| C．both the price and the service |
| D．neither the price nor the service |
| A．Four. | B．Five. |
| C．Six. | D．Seven. |
| A．more Africans want to travel abroad |
| B．more Europeans want to travel to Africa |
| C．more Britons want to travel to India |
| D．no one would come to Great Britain |
| A．get cheaper medical service |
| B．be looked after by relatives |
| C．have better medical treatment |
| D．enjoy free medical treatment |
| A．Overseas sightseeing. | B．Hospital treatment. |
| C．Medical tourism. | D．Travelers’ health problems. |
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科目：高中英語 來源： 題型：閱讀理解
A person has to be sixteen to drive, seventeen to see certain movies, and eighteen to vote. People can get terrific discounts on all sorts of stuff－provided they’re over sixty-five. Everywhere we look there are age limits that define what people can and can’t do. But creativity has no boundaries, no limitations. Anyone can invent. And they do. Inventors are popping up at the youngest ages.
Sitting in the car waiting for her mom to return from shopping, Becky decided she might as well try to finish her math homework. But it was growing dark and getting hard to see the paper.
“I didn’t have a flashlight, and I didn’t want to open the car door because then the whole car would light up.” recalled Becky. “So I thought it would be neat to have my paper light up somehow, and that’s when the idea came to me.”
It isn’t every day that a ten-year-old invents a product eagerly sought by several businesses, but that’s exactly what Becky Schroeder did when she created a tool that enabled people to write in the dark. Her invention? The Glo-sheet.
That night Becky went home, trying to imagine different ways of making her paper glow in the dark. She remembered all sorts of glow-in-the-dark toys－like balls and Frisbees－and wondered how they were made. She was determined to find a solution. So they very next day, Beck’s dad took her on an outing to the hardware store. They returned with a pail (桶) of phosphorescent paint. She took the paint and stacks of paper into the darkest room in the house－the bathroom. There, she experimented.
“I’d turn on the light, turn it off, turn it on,” said Becky. “My parents remember me running out the room saying ‘It works, it works! I’m writing in the dark!’ ”
She used an acrylic board and coated it with a specific amount of phosphorescent paint. She took a complicated idea and made it work rather simply. When the coated clipboard is exposed to light, it glows. The glowing board then illuminates or lights up the paper that has been placed on top. Two years after her initial inspiration, in 1974, Becky became the youngest female ever to receive a U.S. patent.
She didn’t actively market her Glo-sheet. She didn’t need to. The New York Times wrote an article about an incredible invention－patented by a twelve-year-old, and the inquiries and orders streamed in.
【小題1】From Paragraph 1 , we can draw a conclusion that _________.
| A．it is illegal for one to drive under sixteen |
| B．people enjoy privileges when over sixty-five |
| C．one is never too old or too young to invent |
| D．people hate the limitations that define our behavior |
| A．She was trying to do homework when it got dark. |
| B．She was having trouble with math problems. |
| C．She was trying to earn some money. |
| D．She was working on a school project. |
| A．paint that acts as a glue |
| B．paint that covers a mark |
| C．paint that becomes hard |
| D．paint that glows in the dark |
| A．She kept the original one for her own use. |
| B．Other people came to her for the Glo-sheet. |
| C．Becky’s father tried to sell the Glo-sheet. |
| D．She gave away patent to the government. |
| A．Experience is needed to be a good inventor. |
| B．Only by inventing things can you know what people need. |
| C．Always try to sell patent rights to large companies. |
| D．You never know what you can do unless you try. |
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科目：高中英語 來源： 題型：閱讀理解
Towards the end of Middle English, a sudden change in pronunciation started, with vowels being pronounced shorter and shorter. From the 16th century the British had contact with people from around the world. This means that many new words and phrases entered the language. The invention of printing also meant that there was a common language in print. Books became cheaper and more people learned to read. Spelling and grammar became fixed and the dialect （方言）of London became the standard. In 1604, the first English dictionary was published.
The numbers of words in Early Modern English and Late Modern English differ. Late Modern English has a lot more words because of two main factors: firstly, the Industrial Revolution created a need for new words; secondly, the British Empire covered one quarter of the earth’s surface, and the English language took in foreign words from many countries.
From around 1600, the English colonization(殖民地化)of North America resulted in the creation of American English. Some English pronunciation and words froze when they reached America. In some ways, American English is more like the English of Shakespeare than modern British English. Some expressions that the British call “ Americanisms” are in fact original （原先的）British expressions that were preserved (保存) in the colonies but were lost in Britain. Spanish also had an influence on American English, with words like canyon, ranch, stampede and vigilante being examples of Spanish words that entered English. French words and West African words also influenced American English.
Today, American English is the most influential(有影響力的). But there are many other kinds of English around the world, including Australian English, New Zealand English, Canadian English, South African English , Indian English and Caribbean English. They have differences.
【小題1】What can we know from Paragraph 1?
| A．The dialect of London became the standard in the year 1604. |
| B．Vowels were pronounced longer towards the end of Middle English |
| C．The first English dictionary was published in the early 17th century. |
| D．Many new words entered English because many people moved to Britain. |
| A．required spelling and grammar to be fixed |
| B．required a greater number of English words |
| C．caused many old English words to be useless |
| D．led to the English colonization of North America. |
| A．became longer | B．greatly changed | C．a little changed | D．stayed as they were |
| A．The development of Modern English |
| B．How the English vocabulary became larger |
| C．Differences among the different kinds of English |
| D．Differences between Middle English and Modern English |
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科目：高中英語 來源： 題型：閱讀理解
Minimalism (簡約主義) is a term that describes movements in various forms of art and design, especially visual art and music, where the work is reduced to its most basic features.
As for me, minimalism functions well not in art or design, but in my daily life.
When I was packing for university, I found it extremely difficult to let go of some of the things I owned. I knew I couldn’t take everything with me, but I kept asking myself “how could I possibly throw this away?”, “what if I need it one day?”, and “what about all of the memories?” Now that I’ve moved, and left that stuff behind, I don’t even miss it. Whether or not I got rid of it, it barely makes a bit of difference to me now.
I’ve learned that over time people forget, or their need for a particular object eventually disappears. Either they store it away or they get rid of it.
You might think nostalgically（懷舊的） about the toys you cared about when you were a child, but what is making you smile now is not the thing itself but the memory of it. 1’ve heard it a hundred times, “you don’t need things to make you happy.” It takes something life-changing like moving across the country to realize how true this is.
Speaking of which, for a lot of people, minimalism is about able to move. It’s about being able to go almost anywhere at any time because you don’t have many possessions to carry. When you keep things you don’t need they become a burden that ties you to a place. Moving to university was a good time to let go of a lot of stuff. And when I visit for the holidays, I’ll probably get rid of even more, to lighten the burden.
Of course there are exceptions. There are some things that are irreplaceable, very rare or expensive or we simply love and cherish for some reason or another, since we are humans. But after we keep those, how much is left that we don’t really need?
Hence, minimalism. And why does minimalism bring happiness? That was a bit of a roundabout way of saying that, it’s because what really makes me happy is freedom. And the key to freedom is minimalism because minimalism reduces our attachment to things.
Attachment to too many objects creates a great mess and can severely hold back our freedom to do whatever we want, while minimalism helps us start new projects, move, travel, learn new things, work, expand, be debt-free, be healthy – really living life to our full potential.
I left the nest to fly onwards and upwards, I can’t do it with old things weighing me down. And that is why I have adopted minimalism with open arms.
【小題1】In paragraph l, the writer gives the definition of minimalism to .
| A．introduce a topic | B．present his own idea |
| C．describe a scene | D．offer an argument |
| A．they haven’t had any life-changing experiences |
| B．they fear their memories will be gone with the thrown-away stuff |
| C．they hope to live life to their full potential by storing things away |
| D．they may have to change their lifestyle because of the loss of them |
| A．It takes the burden off her while she is moving. |
| B．It reduces her attachment to her personal things. |
| C．It enables her to gain the freedom that she desires. |
| D．It helps her to realize how true life is. |
| A．little is left if we keep what we cherish most in our life |
| B．minimalism should be practised accordingly in different situations |
| C．minimalism is a method difficult to employ in reality |
| D．life is full of exceptions so it’s difficult to preserve what we value |
| A．Minimalism brings happiness. |
| B．Minimalism is applied in many fields. |
| C．Minimalism makes people think nostalgically. |
| D．Minimalism is about able to move. |
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科目：高中英語 來源： 題型：閱讀理解
Americans plan parties for many reasons. As in other cultures, many Americans attend parties for weddings and religious or national holidays. But some parties are especially American. For example, a group of neighbors may gather on their street to eat food, play music and visit with one another. This is called a block party. A woman might invite a group of women to a party called a baby shower for a friend who is about to give birth. Guests bring presents for the new baby.
Americans also attend tailgate parties. A tailgate is the back end of a truck or other vehicle that opens down. The tailgate parties are a big part of sports culture in the United States. Friends bring food and drink to a sports event. They eat together in the parking area of the sports stadium.
Birthday parties are also very popular. Many parents organize a party for their child around a theme. Birthday parties usually include gifts and a birthday cake with candles. In many parts of the United States, cupcakes have become a popular replacement for cakes.
Birthday parties can be low cost or very costly. Some parents take their children’s birthday parties very seriously, even when the child is too young to fully understand the celebration.
One group of parents started a website called Birthdays Without Pressure. They decided that some parents were under too much social pressure to plan costly parties for their children. The group sees this movement as an example of America’s culture of “too much stuff”. The group’s website gives suggestions on how to keep birthday celebrations simple, meaningful and fun without spending a lot of money. Their advice may be very helpful during this period of economic recession（蕭條）.
【小題1】What can be the best title for the passage?
| A．Reasons for parties |
| B．Birthdays without pressure |
| C．American parties |
| D．Different parties in the world |
| A．5. | B．6. | C．7. | D．8. |
| A．block | B．baby shower | C．sports | D．tailgate |
| A．relieve people’s pressure |
| B．have meaningful birthday parties with low cost |
| C．make birthday parties meaningful and costly |
| D．spread America’s culture |
| A．Block party is especially American. |
| B．Some parties in America are the same as in other countries. |
| C．There’s a party for the mother before her new baby is born. |
| D．Birthday parties are the most popular in America. |
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科目：高中英語 來源： 題型：閱讀理解
Many facts suggest that children are overweight and the situation is getting worse, according to the doctors. I feel there are a number of reasons for this.
Some people blame(責備) the fact that we are surrounded by shops selling unhealthy, fatty foods, such as fried chicken and ice cream, at low prices. This has turned out a whole generation（一代人）） of grown-ups who don’t often cook a meal for themselves. If there were fewer of these restaurants, then probably children would buy less take-away food.
There is another argument that blames parents for allowing their children to become overweight. I agree with this, because good eating habits begin early in life, long before children start to visit fast food shops. If children are given fried chicken and chocolate rather than healthy food, or are always allowed to choose what they eat, they will probably choose sweet and salty foods every time, and this will carry on throughout their lives. There is a third reason for this situation. Children these days take very little exercise. They do not walk to school. When they get home, they sit in front of the television or their computers and play computer games. Not only is this an unhealthy pastime(消遣), it also gives them time to eat more unhealthy food. What they need is to go outside and play active games or sports. The above are the main reasons for this problem, and therefore we have to encourage young people to be more active, as well as steering them away from fast food shops and bad eating habits.
【小題1】According to the text, what kind of children may eat more unhealthy food?
| A．Those who often take exercise. |
| B．Those who often watch television |
| C．Those who often have meals at home. |
| D．Those who often walk to school. |
| A．their parents often cook meals for them. |
| B．they are too busy to go out and play. |
| C．they can't choose what to eat. |
| D．there are too many fast food shops around. |
| A．forcing | B．guiding | C．driving | D．moving |
| A．We should encourage children to be more active. |
| B．Children ought to keep away from fast food shops. |
| C．Parents needn't cook meals for their children. |
| D．Parents should help their children form a good eating habit. |
| A．tell a story | B．provide facts | C．give advice | D．compare opinions |
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科目：高中英語 來源： 題型：閱讀理解
It was time to break free.
I needed to run away and the Bloomsburg Fair was the best place to go.
I don’t know if you can call it running away wince it was only and hour away from my home. But once I entered the fair grounds, I crossed over into another world. The loudspeaker offered background music over the sounds of people of people talking, bargaining and food sellers yelling for your attention.
I belonged here. I didn’t know if I had it in my blood or not, but I always wanted to have a small food stand and travel in my off season from fair to fair selling goodies. Perhaps one day. It certainly wasn’t a priority(優(yōu)先考慮的事)in my life , Perhaps it should be.
After I was there a while, I needed to get away to a quiet spot. Most of the time, I could find that anywhere the farm animals were kept. They needed the quiet. So I went there to find peace with the cows, goats, horses, pigs and yes, the turkeys. You'd think being this close to "Thanksgiving", they'd be a little scared, but they were not.
It was in the dairy barn（倉庫）where I found peace this time. I so admired the young folks who tended to farm animals. I thought they had a greater appreciation for life. They participated in it firsthand. I once watched a young fanner help bring a baby cow into the world.
My favorite scene was to come across a young cowboy lying in the hay asleep among the cows that had settled down for a rest. There, with his heads in a small soft spot alongside his favorite cow, I had seen him in a much deserved sleep. Perhaps better at rest there than in his own bed.
I had the pleasure of speaking with a young teenage farm girl that day.
"You look so comfortable," I said to her.
"Oh I am," she said. "Life makes it comfortable for me."
"You mean being a farm girl?"
"No, Life! That's the name of my cow," she said, smiling as she gently patted the cow's side.
"I thought they called cows Betsy and Elsie. Why did you call her Life?"
“I discovered life again here. It was the only meaningful name that came to mind. I had been raised in the big city and really hated it. Then we moved to the country, running away from Lt all. I think my parents called it a mid-life crisis," she said, laughing.
"Oh, I can understand that. I've been in one since birth," I said.
"It was on the farm that I learned to love life again. I was there when Life was born. It was so exciting. My whole outlook on the world changed. So I named her Life. Now, I can say I really love 'Life'," she said.
"How amazing! I write stories and I am always trying to get people to enjoy life, to wake up each day expecting the best from it. But they all too often go to bed with so much bad stuff in their soul, and on their mind, that they wake up feeling bad and expect it to only get worse from there. All too often it does, just because that's all they choose to see in that otherwise perfectly beautiful day," I told her.
"That's too bad. They need to see a cow born, a chicken hatch. I guess they need to wake up early and hug Life!" she said, laughing.
"When was the last time you hugged Life?" she asked me.
"I am sorry to say even I have had trouble doing that lately," I said.
"Come here!" she said.
Then standing up and stepping aside, she said, "Go ahead…h(huán)ug Life!"
I paused for a moment and dropping all thoughts of looking silly, I did. I hugged a cow.
【小題1】The writer went to the Bloomsburg Fair probably in order to .
| A．have fun | B．get ideas for writing |
| C．do shopping | D．escape something he disliked |
| A．food sellers' shouting |
| B．the writer's selling goodies |
| C．people's bargaining and talking |
| D．the loudspeaker's broadcasting music |
| A．The writer tended to farm animals firsthand. |
| B．The cowboy was lazy and fell asleep among the cows. |
| C．The writer found peace where farm animals were kept. |
| D．The turkeys got into panic with "Thanksgiving" approaching |
| A．the city | B．the country | C．the barn | D．the fair |
| A．expected to get the best things |
| B．enjoyed perfectly beautiful days |
| C．ignored the bright side of each day |
| D．felt really bad due to poor sleep at night |
| A．Farm Life and Happiness | B．Hugging Life |
| C．A Farm Girl and Her Cow | D．Enjoying Freedom |
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科目：高中英語 來源： 題型：閱讀理解
It is quite reasonable to blame traffic jams, the cost of gas and the great speed of modern life, but manners on the road are becoming horrible．Everybody knows that the nicest men would become fierce tigers behind the wheel．It is all right to have a tiger in a cage, but to have one in the driver's seat is another matter．
Road politeness is not only good manners, but good sense．It takes the most cool－h(huán)eaded drivers great patience to give up the desire to beat back when forced to face rude driving．On the other hand, a little politeness goes a long way towards reducing the possibility of quarrelling and fighting．A friendly nod or a wave of thanks in answer to an act of politeness helps to create an atmosphere of good will and becomes so necessary in modern traffic conditions．But such behaviors of politeness are by no means enough．Many drivers nowadays don't even seem able to recognize politeness when they see it．
However , misplaced politeness can also be dangerous .Typical examples are the driver who waves a child crossing the street at a wrong place into the path of oncoming cars that may not be able to stop in time .The same goes for encouraging old ladies to cross the road wherever and whenever they want to .
An experienced driver , whose manners are faultless , told me it would help if drivers learnt to correctly join in traffic stream without causing total blockages that give rise to unpleasant feelings .Unfortuanately , modern drivers can’t even learn to drive , let alone master the roadmanship .Years ago , experts warned us that the fast increase of the car ownership would demand more give –and –take from all road users .It is high time for all of us to take this message to heart .
【小題1】The passage mainly talks about________．
| A．traffic jams | B．road politeness |
| C．good manners | D．modern drivers |
| A．the behavior of the drivers | B．traffic jams |
| C．great speed | D．terrible road conditions |
| A．be able to recognize politeness when he sees it |
| B．beat back when forced to face rude driving |
| C．encourage old ladies to cross the roads whenever they want to |
| D．join in traffic stream quickly however other people feel |
| A．some modern drivers are not good at driving |
| B．road politeness is good sense as well as good manners |
| C．a friendly driver should nod or wave thanks in answer to an act of politeness |
| D．it is also right to have a tiger in the driver's seat |
| A．master roadmanship |
| B．recognize politeness when they see it |
| C．give a friendly nod in answer to an act of politeness |
| D．encourage old ladies to cross the road whenever and wherever they want |
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