How are Nike and Starbucks connected? Both are brands, perhaps Nike being more well-known. Both are lifestyle products. Both have US origins. And both have benefited from the expertise of brand expert Scott Bedbury.
When Bedbury joined Nike in 1987, the company was a US $750 million business. He directed Nike’s worldwide advertising campaign and launched the “Just do it” theme. When he left in 1994, Nike was a US $4 billion company.
Now Bedbury is senior vice president of marketing at Starbucks Coffee, responsible for building the US $700 million Seattle 9 based company into a global brand.
Bedbury has some brand-building principles.
Principle One: A great brand is in it for the long haul. This means that companies need to realize that a great brand is a necessity, not luxury. It means that companies cannot focus just on short term financial returns and sacrifice long-term brand-building investments.
Principle Two: A great brand can be anything. Nike does not simply have to be shoes and apparels (服装). Nike can take advantage of the deep emotional connection that people have with sports and fitness. Starbucks has the opportunity for emotional leverage as coffee has woven itself into the fabric of people’s lives.
Principle Three: A great brand knows itself. This means finding out what need to energize and re-energize the brand through surprising, intriguing campaigns related to the brand’s core positioning.
Principle Four: A great brand investor invents or reinvents an entire category. According to Bedbury, great brand aims to be a protagonist — it adds a greater sense of purpose to the experience consumers have with the brand. Nike has an informed opinion on where sports are going.
Principle Five: A great brand taps emotions. Product performance is good but it is the emotional connection that matters most. There’s always the emotional element behind every choice. A brand that helps consumers connect with their dreams and aspirations is bound to have more powerful emotional bonding.
What’s important to remember is that a great brand can travel worldwide, transcend cultural barriers.
1. This passage is mainly focused on（ ）.
2. The attempt the author mentions Nike and Starbucks is to（ ）.
3. The main idea of Principle Five is that（ ）.
4. The sentence “a great brand can be anything” in paragraph 6 implies that（ ）.
问题1选项
A.how to build a great brand
B.the importance of building a brand
C.the development of Nike
D.how to make advertisement appealing
问题2选项
A.indicate the achievement of Bedbury
B.take them as successful examples, of brand building
C.point importance of these two companies in America
D.compare the difference between them
问题3选项
A.it is not necessary to pay attention to product performance
B.great brands are so impressive to consumers that they appear in their dreams
C.great brands will influence consumers’ emotions
D.emotional appealing of a product is more powerful than the product itself
问题4选项
A.a great brand is more important than anything else
B.marketing a great brand alone is enough
C.a great brand can be the brand of any product
D.the function of a great brand is very important
1. 主旨大意题。本文围绕“如何打造品牌”展开叙述。开头说到Nike和Starbucks都是受益于Scott Bedbury才成为世界著名品牌的，重点讲述了他对建立品牌有一些原则，文章最后再指出品牌的重要性。因此A选项“如何打造一个伟大的品牌”正确，符合题意。B选项“打造品牌的重要性”，只是小部分陈述，不能作为本文的主旨。C选项“耐克的发展”，文中不仅仅只谈耐克的发展，可排除。D选项“如何使广告具有吸引力”与题意不符。故选A。
2. 推理判断题。定位到第一段How are Nike and Starbucks connected? Both are brands, perhaps…（耐克和星巴克是如何联系在一起的？也许这两个都是品牌。）And both have benefited from the expertise of brand expert Scott Bedbury.（耐克和星巴克都是受益于斯科特•贝德伯里才成为世界著名品牌。）紧接着用第二段和第三段的数据说明了这点。第四段开始进入文章主题——贝德伯里建设品牌的几大原则。由此可推理作者提出品牌耐克和星巴克的目的是作为成功“品牌建设”的好的例子，从而引出文章的主题。因此B选项“把它们作为品牌建设的成功范例”正确，符合题意。A选项“指出贝德伯里的成就”，C选项“指出这两家公司在美国的重要性”，D选项“比较它们的差异”均不符合题意。故选B。
3. 推理判断题。由关键信息Principle Five定位到第九段A great brand taps emotions. Product performance is good but it is the emotional connection that matters most.（一个伟大的品牌触动情感。产品性能好，但最重要的是情感联系。）There’s always the emotional element behind every choice.（每个选择的背后总是有情感元素。）A brand that helps consumers connect with their dreams and aspirations is bound to have more powerful emotional bonding.（品牌，帮助消费者连接他们的梦想和愿望，一定要有更强大的情感联结。）第五原则主要谈论的是产品的情感吸引力对于品牌的重要意义。由此可推理产品的情感号召力比产品本身更重要。因此D选项“产品的情感吸引力比产品本身更强大”正确，符合题意。A选项“不必注意产品性能”；B选项“伟大的品牌给消费者留下了深刻的印象，以至于他们出现在他们的梦想中”，C选项“伟大的品牌会影响消费者的情绪”均不符合题意。故选D。
4. 根据提示定位到第六段Principle Two: A great brand can be anything.原则二：一个伟大的品牌可以是任何东西。给出一个总结，然后结合耐克与星巴克进行论证。Nike does not simply have to be shoes and apparels.（耐克不仅仅是鞋子和衣服。）Nike can take advantage of the deep emotional connection that people have with sports and fitness.（耐克可以利用人们的运动和健身，从而建立深厚的情感联系。）随着咖啡成为人们生活的必需，星巴克就有了情感影响力的机会。由此可知一个伟大的品牌，它的影响力是可以从内向外，非常大的。因此D选项“一个伟大品牌的作用是非常重要的”正确，符合题意。A选项“一个伟大的品牌比任何其他都重要”，B选项“仅靠营销一个伟大的品牌就足够了”，C选项“一个伟大的品牌可以是任何产品的品牌”均不符题意。故选D。
