問題詳情

The visual distinctiveness of a brand may be a combination of any of the following:name, letters, numbers, a symbol, a signature, a shape, a slogan, a color, a particular typeface.But the name is the most important element of the brand as its use in language provides auniversal reference point. The name is also the one element of the brand that should endure.All the other elements can change over time, but the brand name should be “as constant as thenorthern star,” like Caesar.This is not to say that brands achieve true visual distinctiveness through their namesalone. Nike without its tick-like swoosh, Michelin without exuberant Monsieur Bibendum, andMcDonald’s without its Golden Arches would be paler properties indeed. Brands like these,and many thousands of others, rely for their visual distinctiveness on the harmoniouscombination of these elements and the consistency with which this is maintained.That being said, in certain markets where the use of branding is highly developed andconsumers are particularly sophisticated, these rules are sometimes tested. In the fashionclothing market, for example, Diesel has experimented with the use of completely differentlogos, and even changed the name for a season. The success of such tactics depends on theawareness of the consumer. The brand itself enjoys almost “cult” status, and the loyalty withwhich they are followed by their devotees has assured such success.
46. According to the passage, in what way does a brand distinguish itself from others?
(A) A brand per se is a distinct icon and needs negligible efforts to manage.
(B) A brand can only be recognized through its product spokesmodel.
(C) Brand visibility requires sarcastic caricature to impress customers.
(D) A brand identity relies on a compatible assortment of elements.

參考答案

答案：B
難度：適中0.428571
統計：A(2),B(3),C(2),D(0),E(0)

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