The Origins of Famous BrandsOur lives are ful...

The Origins of Famous Brands

Our lives are full of brand names and trademarked products that we use every day. Although many brand names are simple acronyms(首字母缩略词) or versions of their founders names, some of the companies we trust every day actually have fascinating and surprising back stories.

Starbucks

It seems fitting that the most famous coffee brand in the world would take its name from one of the world’s greatest works of literature. The inspiration for the name of the coffeehouse came from Herman Melville’s Moby Dick. The founders’ original idea was to name the company after the Captain Ahab’s ship, but they eventually decided that Pequot wasn’t a great name for coffee, so they chose Ahab’s first mate, Starbucks, as the name instead.

Google

Google was originally called Backrub, for it searched for links in every corner of the Web. In 1997, when the founders of the company were searching for a new name showing a huge amount of data for their rapidly improving search technology, a friend suggested the word “googol”. When a friend tried to register the new domain (域) name, he misspelled “googol” as “google”.

Nike

Originally founded as a distributor for Japanese running shoes, the company was originally named BRS, or Blue Ribbon Sports. In 1971, BRS introduced its own soccer shoe, a model called Nike, which is also the name for the Greek goddess of victory. In 1978, the company officially renamed itself as Nike, Inc.

The right name is essential to a company’s success, and a great origin story is just as important as a great product. An attractive origin story is one more thing that keeps customers guessing, wondering, and buying its products.

1.What is the name of the Captain Ahab’s ship?

A. Moby Dick.　　 B. Starbucks.

C. Pequot.　　 D. Herman Melville.

2.Why did the founders of the Google want to change its name?

A. They mistook their name.

B. They wanted new customers.

C. The company’s original name was too long.

D. The company’s search technology was improving rapidly.

3.Where does the importance of the origin story of one company lie in?

A. It can change the company’s image.

B. It can add myth to the company.

C. It explains the development of the company to customers.

D. It makes customers imagine and purchase its goods.

高三英语阅读理解中等难度题查看答案及解析

There are many brands of chocolate. If you love it, you can’t forget DOVE -- the most famous chocolate brand. But do you know what the meaning of DOVE is?

Dove chocolate is born because of 　　 　　　 . One day in 1919 Princess Bazaar of Luxembourg's royal family first met the royal kitchen helper Leon. Many nights Leon slipped into the kitchen and 　　 various ice creams for Bazaar. They soon fell in love. Unfortunately owing to their quite different social 　　 , both of them had to 　 　 the deep feelings in heart.

Afterwards Bazaar was made to 　　 an arranged royal marriage against her wishes. For many days Leon could not see Bazaar, and he was burning with　 　　 　　 . Finally Bazaar turned up at the table a month later. While serving desserts, Leon 　　　　　 the letters "DOVE" which is an abbreviation of DO YOU LOVE ME with hot chocolate on Bazaar's ice cream. Leon 　　 that Bazaar could understand his feeling.

A few days later, Bazaar got　　 . Leon, broken-hearted, could not 　　 the mental suffering and left for America, where he and his own family 　　 a candy store years later but lived unhappily.

Many years later, they met again before Bazaar’s death. Bazaar 　　 that she did　 eat the ice cream that afternoon but didn't see the 　　 letters and also didn't receive any promise from Leon and she had to 　　 to her fate and missed him all her lifetime.

Hearing this, Leon broke down in tears. If that chocolate had been 　　　 , those letters would never have melted and he would not have lost his last 　　 . Leon decided to create a solid chocolate which can 　　 a long time.

After lots of research, he succeeded and each piece of chocolate was 　　 engraved(刻) with the letters – DOVE. It is a 　　 of the love between Leon and Bazaar.

Now more and more people fall in love with this chocolate. Giving someone DOVE means sending the 　　 of love DO YOU LOVE ME?

1.A. anger 　 B. sorrow　 C. love 　　 D. envy

2.A. served　 　　 B. made　　 C. drew　　 D. heated

3.A. opinion　 B. view　　 C. attitude　　 D. status

4.A. discover　 B. forget　 C. bury　　 　 D. struggle

5.A. know　　 B. accept　 C. try　　 D. practise

6.A. sympathy　 B. impatience C. joy　　 D. humor

7.A. mixed　　 B. sent 　 C. wrote　　 D. pressed

8.A. allowed　 B. promised　 C. declared　　 D. expected

9.A. married　 B. sick　 C. bored　　 D. changed

10.A. repeat　　 B. bear　 C. reduce　　 D. keep

11.A. supported　 B. found　 C. ran　　 D. sold

12.A. learned　 B. recalled　　 C. heard　　 D. believed

13.A. annoying　 B. confusing　 C. interesting　 D. melting

14.A. give in　 B. give up　 C. give out　　 D. give away

15.A. powerful　 B. liquid　 C. solid　　 D. frozen

16.A. belief　　 B. promise　 C. courage　　 D. chance

17.A. eat　　 B. preserve　 C. miss　　 D. sell

18.A. quickly　 B. happily　 C. firmly　　 D. lightly

19.A. symbol　 B. sign　　 C. survey　　 D. study

20.A. story　　 B. secret　　 C. rumor　　 D. whisper

高三英语完形填空中等难度题查看答案及解析

完形填空。

There are many brands of chocolate．If you love it，you can’t forget DOVE --the most famous chocolate brand．But do you know what the meaning of DOVE is?

Dove chocolate is born because of．One day in 1919 Princess Bazaar of Luxembourg's royal family first met the royal kitchen helper Leon．Many nights Leon slipped into the kitchen and various ice creams for Bazaar．They soon fell in love．Unfortunately owing to their quite different social ，both of them had to the deep feelings in heart．

Afterwards Bazaar was made to an arranged royal marriage against her wishes．For many days Leon could not see Bazaar，and he was burning with ．Finally Bazaar turned up at the table a month later．While serving desserts，Leon the letters "DOVE" which is an abbreviation of DO YOU LOVE ME with hot chocolate on Bazaar's ice cream．Leon that Bazaar could understand his feeling．

A few days later，Bazaar got．Leon，broken-hearted，could not the mental suffering and left for America，where he and his own family a candy store years later but lived unhappily．

Many years later，they met again before Bazaar’s death．Bazaar that she did eat the ice cream that afternoon but didn't see the letters and also didn't receive any promise from Leon and she had to to her fate and missed him all her lifetime．

Hearing this，Leon broke down in tears．If that chocolate had been，those letters would never have melted and he would not have lost his last．Leon decided to create a solid chocolate which can a long time．

After lots of research，he succeeded and each piece of chocolate was engraved(刻) with the letters –DOVE．It is a of the love between Leon and Bazaar．

Now more and more people fall in love with this chocolate．Giving someone DOVE means sending the of love DO YOU LOVE ME?

1.A． anger　　　　 B． sorrow　　　　 C． love　　　　　　 D． envy

2.A． served　　　　 B． made　　　　　　 C． drew　　　　　　 D． heated

3.A． opinion　　　 B． view　　　　　　 C． attitude　　　 D． status

4.A． discover　　 B． forget　　　　 C． bury　　　　　　 D． struggle

5.A． know　　　　　 B． accept　　　　 C． try　　　　　　 D． practise

6.A． sympathy　　 B． impatience　　 C． joy　　　　　　 D． humor

7.A． mixed　　　　 B． sent　　　　　　 C． wrote　　　　　 D． pressed

8.A． allowed　　　 B． promised　　　 C． declared　　　 D． expected

9.A． married　　　 B． sick　　　　　　 C． bored　　　　　 D． changed

10.A． repeat　　　 B． bear　　　　　　 C． reduce　　　　 D． keep

11.A． supported　 B． found　　　　　 C． ran　　　　　　 D． sold

12.A． learned　　 B． recalled　　　 C． heard　　　　　 D． believed

13.A． annoying　　 B． confusing　　 C． interesting　 D． melting

14.A． give in　　 B． give up　　　　 C． give out　　　 D． give away

15.A． powerful　　 B． liquid　　　　 C． solid　　　　　 D． frozen

16.A． belief　　　 B． promise　　　　 C． courage　　　　 D． chance

17.A． eat　　　　　 B． preserve　　　 C． miss　　　　　　 D． sell

18.A． quickly　　 B． happily　　　　 C． firmly　　　　 D． lightly

19.A． symbol　　　 B． sign　　　　　　 C． survey　　　　 D． study

20.A． story　　　　 B． secret　　　　 C． rumor　　　　　 D． whisper

高三英语完形填空中等难度题查看答案及解析

Once my friend Peterson bought a pack of chicken, the brand of which was very famous at that time. But when he got home he found that the chicken had gone bad. He took the chicken back to the shop and he was paid twice of the price. We may say now he should have been satisfied but my friend would not like to stop. He decided to write a letter to Frank, president of the company, who was also the founder of the chicken brand.

About a week later he received a letter written by the president himself. In the letter he apologized to my friend for it whole –heartedly .There was also a card in the envelope ,with which my friend could get another pack of chicken in any of the shops. In the end my friend was asked to answer some questions.

1. When and where did you buy the chicken?

2. What was the real problem of the chicken?

3. What did the shop ass istant say when you took the chicken back to the shop?

4. W hat do you think is the reason for the chicken to go bad?

5. What do you suggest we should do to get away from such problems?

Two days later, my friend also received a telephone call from the president’s office, asking whether he had received the letter as well as the card and then some other questions. Since then, my friend has always bought chicken of this brand whenever he wants to.

1.What did the friend get when he took the bad chicken back to the shop?

A. Another pack of chicken.

B. Two packs of chicken.

C. Double the price.

D. A whole-hearted apology.

2.What did the author’s friend do when he came back from the shop after he was paid back?

A. He felt satisfied with the result.

B. He wrote a letter to the President of the US.

C. He became very angry with the shop assistant.

D. He wrote a letter to the president of the company.

3.What is the author’s friend’s attitude towards the chicken brand?

A. He still believes in it.

B. He doesn’t believe it at all.

C. He will never buy it again.

D. He has never been satisfied with it.

4.What can we infer from the passage?

A. The company may still be a top brand now.

B. The president of the company is a responsible person.

C. The company must have closed down.

D. The author may also believe in the chicken brand.

高三英语阅读理解中等难度题查看答案及解析

Sony and Toyota are struggling. But one brand name is booming (繁荣) in Japan during the economic slowdown—Mickey Mouse.

According to the company that runs Tokyo Disneyland, Japan’s busiest theme park will be more packed than ever over Christmas and New Year’s Day. Despite the bad economy, it’s already been a record year for an escape which is cheaper than the average night out in pricey Tokyo.

“Here, economic depression (萧条) seems a world away,” visitor Namie Katsunuma said. “This is the only place where I can totally forget the economic worries and hardships of my life.”

The single mother’s salary at an auto factory was cut in November but, with her $500 yearly pass in hand, she makes the 95-km journey from her home to Tokyo Disneyland every couple of months.

The park’s operator, Oriental Land Co, estimates (估算) a record 26.5 million people will visit Tokyo Disneyland and its nearby sister park, Disneysea, during the financial year ending in March. The company is forecasting sales of a record $4.2 billion, up almost 10 percent.

“In a way, the economy works well for Tokyo Disneyland,” said Hiroshi Watanabe, an economist at the Tokyo-based Daiwa Research Institute. “Because of the economic depression, people have stopped buying cars and houses or going to Hawaii, and Tokyo Disneyland offers an affordable and pleasant alternative.”

Around the world, Disney’s theme parks have been a bright spot for the brand this year as people seem to look for an escape from bad times.

1.According to the passage, what happens to Tokyo Disneyland this year?

2.What can be the possible reason for Tokyo Disneyland’s boom?

3.What does the underlined word “alternative” mean in the sixth paragraph?

4.According to the last paragraph, what is the writer probably going to write?

高三英语阅读理解中等难度题查看答案及解析

完形填空（共20小题；每小题1.5分，满分30分）

DOVE is one of the most famous chocolate brands around the world. But few people know what the meaning of DOVE is.

Dove chocolate is born because of 　　　 . One day in 1919, Princess Bazaar of Luxembourg's royal family first met the royal kitchen helper Leon. Many nights, Leon slipped into the kitchen and 　　 various ice creams for Bazaar; They soon fell in love. Unfortunately, owing to their quite different social 　　 _ both of them had to 　　 the deep feelings in heart.

Afterwards, Bazaar was made to 　 an arranged royal marriage against her wishes. For many days, Leon could not see Bazaar, and he was burning with 　　 . Finally. Bazaar turned up at the table a month later. While serving desserts, Leon 　　 the letters "DOVE", which is an abbreviation of DO YOU LOVE ME with hot chocolate on Bazaar's ice cream. Leon 　　 that Bazaar could understand his feeling.

　　　 A few days later, Bazaar got 　　 . Leon, broken hearted, could not 　　 the mental suffering and left for America where he and his own family 　 a candy store years later but　 lived unhappily.

Many years later, they met again before Bazaar death. Bazaar 　　 that that afternoon she did　 eat the ice cream but didn't see the 　　 letters and also didn't received any promise from Leon　 and she had to 　　 to her fate missing him all her lifetime.

Hearing this, Leon broke down in tears. If that chocolate had been 　 _ , those letters would　 never have melted. And he would not have lost his last 　　 . Leon decided to create a solid　　 chocolate which can 　　 a long time.

After lots of research. he succeeded and: each piece of chocolate was 　　 engraved(刻) with　　 the letters -DOVE, It’s a 　　 of the love between Leon and Bazaar.

Now more and more people fall in love with this chocolate. Giving someone DOVE means　　 sending the 　　 of love: DO YOU LOVE ME?

1.A. anger　　　　　　 B. sorrow　　　　　　　 C. love　　　　　　　　　　 D. envy

2.A. served　　　　　　　　 B. made　　　　　　　 C. drew　　　　　　　　　　　 D. heated

3.A. opinion　　　　　　　　 B. view　　　　　　　　　 C. attitude　　　　　　　　　 D. status

4.A. bury　　　　　　　　 B. forget　　　　　　　　 C. struggle　　　　　　　　　　 D. discover

5.A. know　　　　　 B. accept　　　　　　　　 C. try　　　　　　　　　　　　　 D. practise

6.A. sympathy　　　　　 B. joy　　　　　　　　　　 C. humor　　　 D. impatience

7.A. mixed　　　　　　　 B. sent　　　　　　 C. wrote　　　　　　　　　　　 D. pressed

8.A. expected　　　　 B. promised　　　　　　 C. declared　　　　　　　　　　 D. allowed

9.A. sick　　　　　 B. married　　　　　　　　 C. bored　　　　　　　　　　　 D. changed

10.A. repeat　　　　　　 B. reduce　　　　　　　　 C. bear　　　　　　　　　　 D. keep

11.A. ran　　　　　 B. found　　　　　　　　 C. sold　　　　　　　　　　　　 D. supported

12.A. learned　　　　　 B. recalled　　　　　　 C. heard　　　　　　　　　　　 D. believed

13.A. annoying　　　　 B. confusing　　　　　　 C. interesting　　　　　　　　 D. melting

14.A. give up　　　　　　 B. give out　　　　　　　 C. give in　　　　　　　　　　 D. give away

15.A. solid　　　　　　　 B. liquid　　　　　　　　 C. frozen　　　　　　　　　　　 D. powerful

16.A. belief　　　　　　 B. promise　　　　　　　 C. courage　　　　　　　　　　 D. chance

17.A. eat　　　　　 B. preserve　　　　　　　 C. miss　　　　　　　　　　　　 D. sell

18.A. firmly　　　　　 B. happily　　　　　　　　 C. lightly　　　　　　　　　　 D. quickly

19.A. sign　　　　　　　 B. survey　　　　　　　　 C. symbol　　　　　　　　　　 D. study

20.A. story　　　　　　　　 B. whisper　　　　　　　 C. secret　　　　　　　　　　 D. rumor

高三英语完形填空中等难度题查看答案及解析

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.

1.What does the word “assets” in the 2nd paragraph mean?

A. points      B. advantages             C. aspects             D. elements

2.All of the following statements are the advantages of a high brand power EXCEPT that______.

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

3.A brand extension ______.

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

4.What might be the best title of this passage?

A. Brand Power                         B. Famous Brands

C. Company Brands                     D. Brand Products

高三英语阅读理解中等难度题查看答案及解析

I read somewhere that we spend a full third of our lives waiting. But where are we doing all of this waiting, and what does it mean to an impatient society like ours? To understand the issue, let’s take a look at three types of “waits”.

The very purest form of waiting is the Watched-Pot Wait. It is without doubt the most annoying of all. Take filling up the kitchen sink(洗碗池) as an example. There is absolutely nothing you can do while this is going on but keep both eyes fixed on the sink until it’s full. During these waits, the brain slips away from the body and wanders about until the water runs over the edge of the counter and onto your socks. This kind of wait makes the waiter helpless and mindless.

A cousin to the Watched-Pot Wait is the Forced Wait. This one requires a bit of discipline. Properly preparing packaged noodle soup required a Forced Wait. Directions are very specific. “Bring three cups of water to boil, add mix, simmer three minutes, remove from heat, let stand five minutes.”I have my doubts that anyone has actually followed the procedures strictly. After all, Forced Waiting requires patience.

Perhaps the most powerful type of waiting is the Lucky-Break Wait. This type of wait is unusual in that it is for the most part voluntary. Unlike the Forced Wait, which is also voluntary, waiting for your lucky break does not necessarily mean that it will happen.

Turning one’s life into a waiting game requires faith and hope, and is strictly for the optimists among us. On the surface it seems as ridiculous as following the directions on soup mixes, but the Lucky-Break Wait well serves those who are willing to do it. As long as one doesn’t come to rely on it, wishing for a few good things to happen never hurts anybody.

We certainly do spend a good deal of our time waiting. The next time you’re standing at the sink waiting for it to fill while cooking noodle soup that you’ll have to eat until a large bag of cash falls out of the sky, don’t be desperate. You’re probably just as busy as the next guy.

1.While doing a Watched-Pot Wait, we tend to ___________.

A.keep ourselves busy

B.get absent-minded

C.grow anxious

D.stay focused

2.What is the difference between the Forced Wait and the Watched-Pot Wait?\

A.The Forced Wait requires some self-control.

B.The Forced Wait makes people passive.

C.The Watched-Pot Wait needs directions.

D.The Watched-Pot Wait engages body and brain.

3.What can we learn about the Lucky-Break Wait?

A.It is less voluntary than the Forced Wait.

B.It doesn’t always bring the desired result.

C.It is more fruitful than the Forced Wait.

D.It doesn’t give people faith and hope.

4.What does the author advise us to do the next time we are waiting?

A.Take it seriously.

B.Don’t rely on others.

C.Do something else.

D.Don’t lose heart.

5.The author supports his view by _________.

A.exploring various causes of “waits”.

B.describing detailed processes of “waits”.

C.analyzing different categories of “waits”

D.revealing frustrating consequences of “waits”

高三英语阅读理解困难题查看答案及解析

I read somewhere that we spend a full third of our lives waiting. But where are we doing all of this waiting, and what does it mean to an impatient society like ours? To understand the issue, let’s take a look at three types of “waits”.

The very purest form of waiting is the Watched-Pot Wait. It is without doubt the most annoying of all. Take filling up the kitchen sink (洗碗池) as an example. There is absolutely nothing you can do while this is going on but keep both eyes fixed on the sink until it’s full. During these waits, the brain slips away from the body and wanders about until the water runs over the edge of the counter and onto your socks. This kind of wait makes the waiter helpless and mindless.

A cousin to the Watched-Pot Wait is the Forced Wait. This one requires a bit of discipline. Properly preparing packaged noodle soup requires a Forced Wait. Directions are very specific. “Bring three cups of water to boil, add mix, simmer three minutes, remove from heat, let stand five minutes.” I have my doubts that anyone has actually followed the procedures strictly. After all, Forced Waiting requires patience.

Perhaps the most powerful type of waiting is the Lucky-Break Wait. This type of wait is unusual in that it is for the most part voluntary. Unlike the Forced Wait, which is also voluntary, waiting for your lucky break does not necessarily mean that it will happen.

Turning one’s life into a waiting game requires faith and hope, and is strictly for the optimists among us. On the surface it seems as ridiculous as following the directions on soup mixes, but the Lucky-Break Wait well serves those who are willing to do it. As long as one doesn’t come to rely on it, wishing for a few good things to happen never hurts anybody.

We certainly do spend a good deal of our time waiting. The next time you’re standing at the sink waiting for it to fill while cooking noodle soup that you’ll have to eat until a large bag of cash falls out of the sky, don’t be desperate. You’re probably just as busy as the next guy.

1.What is the difference between the Forced Wait and the Watched-Pot Wait?

A. The Watched-Pot Wait needs directions.

B. The Forced Wait makes people passive.

C. The Forced Wait requires some self-control.

D. The Watched-Pot Wait engages body and brain.

2.What can we learn about the Lucky-Break Wait?

A. It doesn’t always bring the desired result.

B. It is less voluntary than the Forced Wait.

C. It is more fruitful than the Forced Wait.

D. It doesn’t give people faith and hope.

3.What does the author advise us to do the next time we are waiting?

A. Take it seriously.　　 B. Don’t lose heart.

C. Do something else.　　 D. Don’t rely on others.

4.The author supports his view by _________.

A. exploring various causes of “waits”

B. describing detailed processes of “waits”

C. revealing frustrating consequences of “waits”

D. analyzing different categories of “waits”

高三英语阅读理解中等难度题查看答案及解析

Some famous brand designers attended the ceremony 　　　 stories and experiences behind their brands.

A. making　　　     B. hearing　　　

C. describing　　　     D. sharing

高三英语单项填空中等难度题查看答案及解析