例 1: The Coca-Cola Company might have been wiser to leave the old Coke alone and introduce New Coke as a brand extension・可口可樂公司本該聰明一點，讓老牌可樂照賣 不誤，同時將新口味可樂作為品牌延伸推向市場。

　　例 2: The idea behind a brand extension strategy is that custoniers will accept the new product because they arc already familiar with the brand name-品牌延伸策略背后的理念 在于，顧客因為已經熟悉某種品牌名稱而接受新產品C

　　brand identification 品牌識別

　　例： 3rand identification insures shelf placemem and other advantages in the distribution process.品牌識別確保了產品在貨架上占有一席之地，同時也使銷售過程中的其他優(yōu) 勢得到保證。

　　brand image品牌形象

　　例：Mercedes cars liave a qualily brand S國梅塞德斯(奔馳)汽車享有高質置 的品牌形象。

　　brand leader品牌中最受消費者歡迎的佼佼者，領導品牌，暢銷品牌

　　例： We arc doing a survey to find out which is the brand leader in the coffee market. 我 們正在進行調查，找出咖啡市場中哪個品牌最受歡迎.

　　brand loyalty品牌忠誠，對品牌的信賴感

　　例 1: The objective of advertising is to build up brand loyalty,廣吿的目的在于增強人 們對品牌的忠誠度c

　　例 2: Customers with a strong sense of brand loyally arc rarely prepared to switch to a new competitor.有強烈品牌信賴感的顧客很少會移情新出現的同類產品c

　　brand-making 創(chuàng)名牌

　　例： Despite the Brand-Making Mystique, the Tangible Trademark is strong financial returns. 盡管存在創(chuàng)名牌的秘訣，但巨額資金回報本身才是眾人矚目的有形商標。

　　brand name品牌名稱

　　例 1: The enormous strength of the McDonald's brand tiatne has helped lhe company to enter new markeis all over the world.麥當勞品牌名稱的巨大優(yōu)勢使該公司在世界各地 不斷建立新市場。

　　例 2: Prcxrtor and Gamble has significant distribution power because of the strength of their brand name.寶潔公司由于其品牌響充.有很強的銷售實力

　　brand preference品牌偏好(對某一種品牌的喜好)

　　例: We' re collecting information about people* s brand preferences for the study of different kinds of food products-我們正在收集相關信息，了解人們對品牌的偏好情況，以 便對不同種類的食品展開研究。

　　brandstretching 品牌延伸，亦作 brand extension

　　例：They are曙relchiug their brands into new markets.他們把.自己的品牌延伸到新的 市場°

　　breach破壞，違反，侵害

　　例：Photocopying is a breach of copyright or patent protection.復印行為違反 了 版權法 和專利保護法°

　　breakdown (機器等的)故障，停止運轉

　　例：Since the beginning of January we have experienced a number of serious breakd(m)ns of the computer equipment in this area.從1月初起，該工作區(qū)的電腦設備多次出現產 重故障。

　　breakdown rescue 故障搶救

　　break even收支平衡

　　例:The company just manages io break even .這個公司勉強做到收支平衡、'

　　break-even point收支平衡點，盈虧平衡點，不賠不賺，略有微利

　　例：1'he company expects the product to reach break-eijen point within one year. 公司希 望該產品一年內能達到收支平衡點或略有微利。

　　bridging loan 臨時貸款

　　例：If you want to buy something quickly you can borrow money on your assets by taking out a bridging loan . You pay back the loan after you sell some assets.假.如您想盡快購 買.可用資產作為抵押刃、理臨時貸款，然后通過出售某些資產還貸°

　　briefcase公文包，公事包

　　briefing情況通報會

　　例：We usually hold our weekly sales briefings on Friday morning.我們通常每周五上 午2開銷售情況通報會.

　　bright collar亮領，成功職業(yè)人士(指美國社會中1945年后岀生的成功職業(yè)人士， 亮領(智領)階層的(成員)，從事電腦及通訊工作的專業(yè)人士)

　　brochure 小冊子

　　例1: They provide free travel br^h ures .他們免費提供旅游小冊子c

　　例 2： All holidays described in our brochure are advertised by us in good faith and every care is taken to ensure their accuracy.小冊子中所宣傳的均為我們誠意推廣的度假計 劃，我們盡量保證內容準硃無誤°

　　broken lot (1()0股以下的)零星散股

　　broker代理人，經紀人

　　例：ITie broker will tell you which policy he or she thinks you should take out. 經紀人會 告訴你應該辦理哪種保險C

　　broker's commission 經紀人傭金

　　例： To deal in shares on the Intemel incurs none of the regular broker' y cammissitni and investors can therefore easily afford tc buy and sell shares more regularly. 在網上進行股 票交易無需按常規(guī)付經紀人傭金，從而使投資者得以更為*期輕松地買賣股票。

　　brokerage fee (代理人或經紀人的)傭金，亦作brokerage

　　例：(Ine reliable way of managing investments is through a broker, who charges a brokerage f* in the form of a percentage of the money invcsicd,投資理財的一個可靠途徑是通 過經紀人辦理.他們按投資額的某個百分比收取傭金C

　　brokerage industry 中介業(yè)

　　例：The brokerage industry is booming these few years.這些年中介業(yè)篷勃發(fā)展 c

　　brown goods茶色商品(電視機、錄像機和立體聲設備之類的貨物)

　　例： Manufacturers of Imnvn gotxA have to face compciiiion from Japan. 茶色商 品生產 兩要面對來自日本的競爭。

　　brunch (將早、午餐合二為一的)便餐，早午餐

　　例：Brunch is a meal which you ear in the late momi皿,早午餐是在上午晚些時候吃的 代替午餐的早您，

　　bubble economy 泡沫經濟

　　例; During the bubble economy'' years of rapid growth in the late 1980s, some bureaucrats became outrageously greedy・在80年代后期，泡沫經濟迅猛發(fā)展，一些官僚貪欲 無限膨脹。

　　bubble wrap 泡沫包裝

　　例：Thanlts to the bubble ^vrap, these books arrived in pretty good shape.多虧泡沫包 裝，那些書籍寄達時基本完好無損。

　　budget priced goods預算價商品.成本價商品

　　例：Budget priced goods are low-priced goods.預算價商品即低價商品。

　　buffet reception冷餐會(一種自助式餐會)

　　例：Buffet receptions offer good chances for doing useful networking.冷餐會為建立有 用的人際關系提供了良好機會C

　　built-in車載技術(汽車上安裝的先進技術設備)

　　例： Built-ins now include playstations, Intcmei access and televisions-目 前人們對車載 技術的要求還包括游戲站、互聯網和電視

　　bulk散裝，大批.大蛍

　　例1: These grains were shipped in bulk .這些是散裝載運的谷物,.

　　例 2: They were able to buy in bulk and to sell at low margins.他們有辦法批覺買進， 再以微利出售。

　　bulletin公告，簡報

　　例： The Internet is very flexible and allows companies To up dele their news bull-el ins very quickly,因特網的靈活性使公司得以忱速更新其新聞公告.

　　buHetin board 公告板

　　例: America Online is home to hundreds of electronic bulletin boards. 在美 國在線.上有 數以百計的電子公告板。

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