例 1: The Coca-Cola Company might have been wiser to leave the old Coke alone and introduce New Coke as a brand extension・可口可乐公司本该聪明一点，让老牌可乐照卖 不误，同时将新口味可乐作为品牌延伸推向市场。

　　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，顾客因为已经熟悉某种品牌名称而接受新产品C

　　brand identification 品牌识别

　　例： 3rand identification insures shelf placemem and other advantages in the distribution process.品牌识别确保了产品在货架上占有一席之地，同时也使销售过程中的其他优 势得到保证。

　　brand image品牌形象

　　例：Mercedes cars liave a qualily brand S国梅塞德斯(奔驰)汽车享有高质置 的品牌形象。

　　brand leader品牌中最受消费者欢迎的佼佼者，领导品牌，畅销品牌

　　例： We arc doing a survey to find out which is the brand leader in the coffee market. 我 们正在进行调查，找出咖啡市场中哪个品牌最受欢迎.

　　brand loyalty品牌忠诚，对品牌的信赖感

　　例 1: The objective of advertising is to build up brand loyalty,广吿的目的在于增强人 们对品牌的忠诚度c

　　例 2: Customers with a strong sense of brand loyally arc rarely prepared to switch to a new competitor.有强烈品牌信赖感的顾客很少会移情新出现的同类产品c

　　brand-making 创名牌

　　例： Despite the Brand-Making Mystique, the Tangible Trademark is strong financial returns. 尽管存在创名牌的秘诀，但巨额资金回报本身才是众人瞩目的有形商标。

　　brand name品牌名称

　　例 1: The enormous strength of the McDonald's brand tiatne has helped lhe company to enter new markeis all over the world.麦当劳品牌名称的巨大优势使该公司在世界各地 不断建立新市场。

　　例 2: Prcxrtor and Gamble has significant distribution power because of the strength of their brand name.宝洁公司由于其品牌响充.有很强的销售实力

　　brand preference品牌偏好(对某一种品牌的喜好)

　　例: We' re collecting information about people* s brand preferences for the study of different kinds of food products-我们正在收集相关信息，了解人们对品牌的偏好情况，以 便对不同种类的食品展开研究。

　　brandstretching 品牌延伸，亦作 brand extension

　　例：They are曙relchiug their brands into new markets.他们把.自己的品牌延伸到新的 市场°

　　breach破坏，违反，侵害

　　例：Photocopying is a breach of copyright or patent protection.复印行为违反 了 版权法 和专利保护法°

　　breakdown (机器等的)故障，停止运转

　　例：Since the beginning of January we have experienced a number of serious breakd(m)ns of the computer equipment in this area.从1月初起，该工作区的电脑设备多次出现产 重故障。

　　breakdown rescue 故障抢救

　　break even收支平衡

　　例:The company just manages io break even .这个公司勉强做到收支平衡、'

　　break-even point收支平衡点，盈亏平衡点，不赔不赚，略有微利

　　例：1'he company expects the product to reach break-eijen point within one year. 公司希 望该产品一年内能达到收支平衡点或略有微利。

　　bridging loan 临时贷款

　　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.如您想尽快购 买.可用资产作为抵押刃、理临时贷款，然后通过出售某些资产还贷°

　　briefcase公文包，公事包

　　briefing情况通报会

　　例：We usually hold our weekly sales briefings on Friday morning.我们通常每周五上 午2开销售情况通报会.

　　bright collar亮领，成功职业人士(指美国社会中1945年后岀生的成功职业人士， 亮领(智领)阶层的(成员)，从事电脑及通讯工作的专业人士)

　　brochure 小册子

　　例1: They provide free travel br^h ures .他们免费提供旅游小册子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.小册子中所宣传的均为我们诚意推广的度假计 划，我们尽量保证内容准硃无误°

　　broken lot (1()0股以下的)零星散股

　　broker代理人，经纪人

　　例：ITie broker will tell you which policy he or she thinks you should take out. 经纪人会 告诉你应该办理哪种保险C

　　broker's commission 经纪人佣金

　　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. 在网上进行股 票交易无需按常规付经纪人佣金，从而使投资者得以更为*期轻松地买卖股票。

　　brokerage fee (代理人或经纪人的)佣金，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,投资理财的一个可靠途径是通 过经纪人办理.他们按投资额的某个百分比收取佣金C

　　brokerage industry 中介业

　　例：The brokerage industry is booming these few years.这些年中介业篷勃发展 c

　　brown goods茶色商品(电视机、录像机和立体声设备之类的货物)

　　例： Manufacturers of Imnvn gotxA have to face compciiiion from Japan. 茶色商 品生产 兩要面对来自日本的竞争。

　　brunch (将早、午餐合二为一的)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时候吃的 代替午餐的早您，

　　bubble economy 泡沫经济

　　例; During the bubble economy'' years of rapid growth in the late 1980s, some bureaucrats became outrageously greedy・在80年代后期，泡沫经济迅猛发展，一些官僚贪欲 无限膨胀。

　　bubble wrap 泡沫包装

　　例：Thanlts to the bubble ^vrap, these books arrived in pretty good shape.多亏泡沫包 装，那些书籍寄达时基本完好无损。

　　budget priced goods预算价商品.成本价商品

　　例：Budget priced goods are low-priced goods.预算价商品即低价商品。

　　buffet reception冷餐会(一种自助式餐会)

　　例：Buffet receptions offer good chances for doing useful networking.冷餐会为建立有 用的人际关系提供了良好机会C

　　built-in车载技术(汽车上安装的先进技术设备)

　　例： Built-ins now include playstations, Intcmei access and televisions-目 前人们对车载 技术的要求还包括游戏站、互联网和电视

　　bulk散装，大批.大蛍

　　例1: These grains were shipped in bulk .这些是散装载运的谷物,.

　　例 2: They were able to buy in bulk and to sell at low margins.他们有办法批覺买进， 再以微利出售。

　　bulletin公告，简报

　　例： The Internet is very flexible and allows companies To up dele their news bull-el ins very quickly,因特网的灵活性使公司得以忱速更新其新闻公告.

　　buHetin board 公告板

　　例: America Online is home to hundreds of electronic bulletin boards. 在美 国在线.上有 数以百计的电子公告板。

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