单选题
·Choose the best word to fill each gap, from A, B, C or D on the opposite page.
·For each question 19-33, mark one letter (A, B, C or D) on your Answer Sheet.
·There is an example at the beginning (0).
{{B}}THE ROLE OF BRAND IMAGE{{/B}}
Although brand image is not the only rest why certain products are successful, it is an extremely important part of an overall marketing strategy. In fact, many manufacturers {{U}} {{U}} 1 {{/U}} {{/U}}such a high value on their brands that they employ legal experts to {{U}} {{U}} 2 {{/U}} {{/U}}them from misuse by imitators and counterfeit traders. In addition, companies {{U}} {{U}} 3 {{/U}} {{/U}}employees with handbooks which {{U}} {{U}} 4 {{/U}} {{/U}}how their logos should be used - for example the size and colour of graphics and suitable ways of displaying the product.
Originally the brand was little more than a graphic that helped people to {{U}} {{U}} 5 {{/U}} {{/U}}a particular product, but as advertising developed, it grew in {{U}} {{U}} 6 {{/U}} {{/U}}As the famous brands became {{U}} {{U}} 7 {{/U}} {{/U}}with quality in the minds of consumers, manufacturers found they could {{U}} {{U}} 8 {{/U}} {{/U}}top prices for these products in order to recover some of the heavy {{U}} {{U}} 9 {{/U}} {{/U}}of advertising. As firms realised their potential value, brands quickly became registered trade marks. Today, branding is widespread and is used to sell both products and services.
Most companies {{U}} {{U}} 10 {{/U}} {{/U}}to achieve 'multiple appeal' with their brands. This means that the brand appeals to people of different age groups and lifestyles. The problem for the brand manufacturer is how to keep old customers and at the same time to {{U}} {{U}} 11 {{/U}} {{/U}}new ones.
A powerful brand is good for sales, but first this has to be {{U}} {{U}} 12 {{/U}} {{/U}}and then maintained through a continuous {{U}} {{U}} 13 {{/U}} {{/U}}of image design and advertising. If multiple appeal {{U}} {{U}} 14 {{/U}} {{/U}}then regular evaluation of the brand will show this and should {{U}} {{U}} 15 {{/U}} {{/U}}in the product being redesigned or the advertising being changed.