A brand is a name, word, sign, symbol, design, or a combination of these, intended to iden

A brand is a name, word, sign, symbol, design, or a bination of these, intended to identify the goods or services of a pany or a group of panies. Another purpose of a brand is to contrast one pany 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 bee so important that today hardly any pany or product is without one. Therefore, brand management is an increasingly important element in marketing.
Brand power refers to the relative strength of a pany’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 pany. A strong brand can be one of a pany’s most important assets.
High brand power provides a pany with many petitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because consumers expect stores to carry the brand, the pany has more bargaining power when negotiating with retailers (零售商). And because the brand name brings high credibility, a pany with a strong brand can more easily launch new products with the same brand name.
Many panies use the advantage of a strong brand power strategically to expand their business. When a pany 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 pany continued sales of its products.
【小题1】What does the word “assets” in the 2nd paragraph mean?A．points B．advantagesC．aspectsD．elements【小题2】All of the following statements are the advantages of a high brand power EXCEPT that    .A．a high brand wins the loyalty of consumersB．a high brand usually sets a much higher priceC．it’s easy for a high brand pany to launch new productsD．a high brand pany is more petitive when doing business with retailers【小题3】A brand extension     .A．happens when the pany is developing a new productB．means the expansion of a pany’s business in its established fieldC．takes place when the pany introduces a similar item but with a new colourD．refers to the use of an established brand name to promote a new product in a new category【小题4】What might be the best title of this passage?A．Brand PowerB．Famous BrandsC．Company BrandsD．Brand ProductsB