When most people think of the word, “brand”, they think of the Nike Swoosh, Ford “blue oval,” McDonalds Golden Arches, or the “State Farm is There” jingle. They know what theywill get with a wellbranded product or service as promised. Think of Volvo, for instance, and your first thoughts are probably something like “well built, comfortable, Swedish” and, most of all, “safety”.
So a brand is a lot more than a logo, icon, or slogan. Catchy as it may sound, it isn’t the “brand” in the true sense—and it certainly isn’t what makes the brand valuable.A company’s brand is a promise. It’s a description of the company’s character. To some extent, it’s a mission; it’s how the company creates and delivers value. Also, it’s the feeling the company conveys to its stakeholders. Successful brands meet various challenges and consistently deliver on their promises, which is how they create brand value.To illustrate it, here are some brand promises from three highly successful, world-wide brands:The NFL: “To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.”Coca-Cola: “To inspire moments of optimism and uplift.”VirginAtlantic: “To be genuine, fun, contemporary, and different in everything we do at a reasonable price.”
Interesting. In none of the above cases does the brand promise describe what these companies do or provide. The NFL’s brand promise says nothing about football. Coca-Cola doesn’t talk about providing the best soft drinks in the world. And Virgin Atlantic’s promise goes a lot farther than seating passengers in its aircrafts.
Of course, a promise is nowhere near enough. The promise along with look, personality, time, money, and hard work combined can eventually help to build and maintain great brands and acquire a special patina(光泽) of what I call “me” appeal, showing my personal appetite. Apple has that patina. All of this can lead to sub-brands, like iPhone and iPad which acquire the glory of the parent brand.
Sometimes a brand is memorable because of little things. TD Bank has a special place in their branches for you to deposit all those coins you collect in jars. It is called the Penny Arcade that turns depositing your coins into a fun game in which you can even win prizes. Years ago, Dime Savings Bank in New York had a small dime(十分硬币) carrier. It was given to kids and then they’d fill up its 50 slots (投币口) with a dime in each one and bring it to exchange for a $5 bill.
1.What can we know from the first 2 paragraphs?
A. People tend to believe in top brands because they deliverwhat is promised.
B. Well branded Swedish products are of good quality but more costly than others.
C. Well branded products are faced with great challenges of quality currently.
D. A company shouldn’t care about logos because they can’t make the brand valuable.
2.In the author’s opinion, a brand promise is ___________.
A. thecontract between a company and the people who interact with it
B. the only way to build and maintain a great brand’s value
C. a description of what a company actually does for its consumers
D. an important factor contributing to the success of a brand
3.According to the passage, what isprobably “Virgin Atlantic”?
A. A financial company. B. A high-tech software product.
C. An airline company. D. An entertainment product.
4.What can be inferred from the passage?
A. Buying a certain brand says nothing about the person who buys it.
B. Little things can mean a lot and make a brand memorable.
C. Sub-brands are relatively easy to build and generate huge profits.
D. Dime Savings Bank’s dime carriers are difficult for kids to operate.
The editor of the new Cool Camping Britain guide chooses some of his favorite new finds in England, Wales and Scotland.
Cleadale, Isle of Eigg, Inner Hebrides
Is this Britain’s most beautiful campsite? From the grassy point looking seaward to the mountains, it’s not hard for campers to see how the island inspired The Lord of the Rings author’s fantasy landscapes. The campsite itself is as wild and wonderful as its setting.
Open April — September, from ￡5 per tent per night.
Swattesfield, Thornham Magna, Suffolk
Deep in the wilds of north Suffolk, this seven-acre campsite has only been open for a few years, with two fields separated by a lake and surrounded by woodland. The position is perfect. It’s a great place to do nothing but get into nature. You can put up your tent in the bottom field or the woodland beyond.
Open Easter —October, from ￡10 per tent per night.
Pleasant Streams Farm, near St Austell, Cornwall
This site, by a lake, is all about simple pleasures. Located in the former mining village, it has a summerhouse（凉亭）with books and games for a rainy day. There are many animals including pigs, hens, goats and ducks on the farm and a pub just a 10- minute stroll away. There’s very little to do here, no bells and no whistles. Campfires are encouraged.
Open Easter — September, from ￡10 per tent per night.
Troytown Campsite, St Agnes, Isles of Sciily
Its only campsite, Troytown, couldn’t be in a more remote position. Isolation is its greatest advantage — so bring plenty of books to read and don’t expect a phone signal. But at least one of life’s necessities is available. Lying on the hillside overlooking the bay and near the island of the Gugh, it might just win the prize for best beer garden view in England.
Open March-- October, from ￡7. 50 per tent per night,
1.Which of the following is TRUE about Cleadale, Isle of Eigg, Inner Hebrides?
A. It has been open for a few years. B. A beautiful lake surrounds it.
C. It offers the longest service. D. The rent of a tent per night is the lowest.
2.Which place can you choose if you like a simple farm life?
A. Cleadale, Isle of Eigg, Inner Hebrides.
B. Swattesfield, Thornham Magna, Suffolk.
C. Pleasant Streams Farm, near St Austell, Cornwall.
D. Troytown Campsite, St Agnes, Isles of Scilly.
3.In Troytown Campsite, St Agnes, Isles of Scilly, you can’t ________.
A. contact others by phones B. view the bay from the hillside
C. get everyday necessities D. relax yourself by reading
I was sure that I was to be killed. I became terribly nervous. I fumbled(摸索) in my pockets to see if there were any cigarettes, which had escaped their search. I found one and because of my shaking hands, I could barely get it to my lips. But I had no matches; they had taken those. I looked through the bars at the guard. He did not make eye contact with me. I called out to him “Have you got a light？” He looked at me, shrugged and came over to light my cigarette. As he came close and lit the match, his eyes unconsciously locked with mine. At that moment, I smiled. I don't know why I did that. Perhaps it was nervousness; perhaps it was because, when you get very close, one to another, it is very hard not to smile. In any case, I smiled. In that instant, it was as though a spark jumped across the gap between our two hearts, our two human souls. I know he didn't want to, but my smile leaped through the bars and caused a smile on his lips, too. He lit my cigarette but stayed near, looking at me directly in the eyes and continuing to smile.
I kept smiling at him, now thinking of him as a person and not just a guard. “Do you have kids？” he asked. “Yes, here, here.” I took out my wallet and nervously fumbled for the pictures of my family. He, too, took out the pictures of his family and began to talk about his plans and hopes for them. My eyes were filled with tears. I said that I feared that I'd never see my family again, never have the chance to see them grow up. Tears came to his eyes, too. Suddenly, without another word, he unlocked my cell and silently led me out. Out of the prison, quietly and by back routes, out of the town. There, at the edge of town, he released me. And without another word, he turned back toward the town.
1.What had happened to the man before?
A. He had been badly treated.
B. He had killed someone.
C. He had been searched.
D. He had been forbidden to get in touch with anyone.
2.Why did the man want to smoke cigarettes?
A. Because he was sure he was to be killed.
B. Because he wanted to ease his nervousness.
C. Because he wanted to talk to the guard.
D. Because he was used to smoking cigarettes.
3.Which of the following is true according to the passage?
A. The man was a heavy smoker.
B. The man smiled to please the guard.
C. The guard set the man free with permission.
D. The man hadn't thought the guard would set him free.
4.What do you think finally saved the man's life?
A. The smile. B. The cigarette.
C. The tears. D. The wallet.
Twelve-year-old Allen decided to leave home city and make a living by himself because his family was too poor.
Before he left,his father asked him what he was going to do.Allen answered,“I want to learn____ performance.”
His father was___ with his answer, “What? No, you can’t do that. Circus is the place for clowns in many people’s eyes. Our family will be __ of you.”
But Allen __, “Our family is so poor right now. Which is more important to you, ___or clothing and food? I will give you some money every month from the circus. It probably will be a huge __.” His father was very __, “If you go there, somebody will know about it very soon and I’ll be very __.”
After going __ a lot of difficulties,Allen finally found a circus and convinced the __ to let him stay. He worked very hard studying magic and lived with animals.
Every month, his parents would get a__from him. But they never knew his address. They knew the money was from Allen but when people asked them about Allen’s __, they never told them the truth. Later, his parents received more and more money from him.
Then,a __ named Albert became very famous in the whole world.Everyone thought__ of his performance. Lots of people hurried to see his performance from far away.
One day, Allen’s father went to visit a relative in another __. The relative paid a lot of money for tickets of Albert the magician’s show. Allen’s father went to the show with the relative. During the show, Allen’s father got totally __ by the magician’s tricks. When the magician took off his__,the father found Albert was his son,Allen.
Allen recognized his father. His father __ him, “Why did you change your name?”
“Because you said you would be embarrassed for me.”
“But nobody will __ the famous magician is my son Allen.”
We want all the best things in life and avoid the bad past. However, every good thing comes at a __. You can’t have them all without giving up something.
1.A. music B. theatre C. circus D. animal
2.A. satisfied B. unhappy C. curious D. hopeful
3.A. guilty B. proud C. tired D. ashamed
4.A. insisted B. demanded C. added D. declined
5.A. dignity B. popularity C. name D. money
6.A. career B. success C. fortune D. performance
7.A. convincing B. stubborn C. understanding D. confused
8.A. embarrassed B. disappointed C. annoyed D. frightened
9.A. over B. after C. beyond D. through
10.A. guard B. owner C. trainer D. performer
11.A. letter B. photo C. check D. note
12.A. job B. performance C. address D. boss
13.A. clown B. magician C. musician D. writer
14.A. badly B. ill C. highly D. nothing
15.A. village B. city C. circus D. country
16.A. affected B. addicted C. persuaded D. impressed
17.A. jacket B. glasses C. mask D. gloves
18.A. hugged B. praised C. thanked D. blamed
19.A. know B. doubt C. admit D. acknowledge
20.A. reason B. point C. reward D. price
在未给提示词的空白处仅填写 1个适当的单词，在给出提示词的空白处用括号内所给词的正确形式填空。
Jinan, capital city of East China’s Shandong province, will host 1. international winter swimming competition at Daming Lake Scenic Area on Jan 12 and 13. A total of 956 swimmers from 31 countries and regions 2. (include) the United States, Russia and Britain will take part in the 3.(enjoy) event.4. (host) by the Jinan municipal government, the Jinan winter swimming race 5. (hold) for six successive years. It will act 6.a warm-up event for the forthcoming Winter Swimming World Cup. It is also listed in the 2019 Sino-Finland Winter Sport Year series. Jan Wahlberg, the consul general of Finland in Shanghai will attend the opening ceremony to promote sports tourism activities in Finland and China.
“Jinan is a city of springs 7.enjoys picturesque scenery and a rich culture. Thousands of winter swimmers will have the chance 8. (experience) the beauty of spring water in the city,” Gao Liwen, the 9. (direct) of Jinan Sports Bureau, said at a press conference for the event on Jan 7.
The competition will see both open water racing 10. pool racing take place. In the pool racing competition, there will be 4x25m mixed relay, 25-meter freestyle and freestyle relay.
假定你是李华。你的留学生朋友Tom以前成绩很优秀。但由于骄傲和懒惰，最近他的成绩一落千丈。就此请你用英语给他写一封电子邮件，内容包括：
1. 进行安慰；
2. 给出劝告（不要骄傲，不忘初心）；
3. 具体建议（努力复习，制定学习计划）
注意：1. 总词数100左右；
2. 可以适当增加细节，以使行文连贯。
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