首页 › 考研大学英语 › 束之高阁的宝藏

meili 发表于 2022-10-18 19:40:51

束之高阁的宝藏

<p>　　2015复习正是强化复习阶段，在考研英语中占了40分，所以考研英语阅读是英语科目中重要的一项。名师老师曾建议过考研生需要坚持每天泛读10-15分钟的英文原刊。强烈推荐了杂志《经济学人》.杂志中的文章也是考研英语的主要材料来源.希望考研考生认真阅读，快速提高考研英语阅读水平。　　<span word="Hidden">Hidden</span> <span word="gems">gems</span>　　束之高阁的宝藏　　<span word="Reviving">Reviving</span> <span word="old">old</span> <span word="brands">brands</span> <span word="sometimes">sometimes</span> <span word="makes">makes</span> <span word="more">more</span> <span word="sensethan">sensethan</span> <span word="creating">creating</span> <span word="new">new</span> <span word="ones">ones</span>　　有时，重启旧品牌比创造新品牌更有价值　　<span word="CASH">CASH</span> <span word="IN">IN</span> <span word="THE">THE</span> <span word="ATTIC">ATTIC</span> <span word="is">is</span> <span word="one">one</span> <span word="of">of</span> <span word="the">the</span> <span word="jewels">jewels</span> <span word="in">in</span> <span word="theBBC">theBBC</span> <span word="s">s</span> <span word="crown">crown</span>: <span word="The">The</span> <span word="show">show</span> <span word="that">that</span> <span word="turns">turns</span> <span word="hidden">hidden</span> <span word="treasures">treasures</span> <span word="into">into</span> <span word="cash">cash</span> <span word="and">and</span> <span word="viewers">viewers</span> <span word="dreams">dreams</span> <span word="intoreality">intoreality</span>. <span word="The">The</span> <span word="format">format</span> <span word="is">is</span> <span word="as">as</span> <span word="addictive">addictive</span> <span word="as">as</span> <span word="it">it</span> <span word="is">is</span> <span word="straightforward">straightforward</span>. <span word="A">A</span> <span word="camera">camera</span> <span word="crew">crew</span> <span word="turns">turns</span> <span word="up">up</span> <span word="at">at</span> <span word="anordinary">anordinary</span>-<span word="looking">looking</span> <span word="house">house</span> <span word="and">and</span> <span word="searches">searches</span> <span word="the">the</span> <span word="attic">attic</span> <span word="and">and</span> <span word="other">other</span> <span word="nooks">nooks</span> <span word="and">and</span> <span word="crannies">crannies</span> <span word="for">for</span> <span word="things">things</span> <span word="thatmight">thatmight</span> <span word="have">have</span> <span word="hidden">hidden</span> <span word="value">value</span>. <span word="The">The</span> <span word="choicest">choicest</span> <span word="items">items</span> <span word="are">are</span> <span word="sold">sold</span> <span word="at">at</span> <span word="auction">auction</span>. <span word="Joy">Joy</span> <span word="is">is</span> <span word="unconfined">unconfined</span> <span word="when">when</span> <span word="aragged">aragged</span> <span word="doll">doll</span> <span word="turns">turns</span> <span word="out">out</span> <span word="to">to</span> <span word="be">be</span> <span word="worth">worth</span> <span word="a">a</span> <span word="small">small</span> <span word="fortune">fortune</span>. <span word="The">The</span> <span word="business">business</span> <span word="world">world</span> <span word="has">has</span> <span word="its">its</span> <span word="own">own</span> <span word="version">version</span> <span word="ofthis">ofthis</span> <span word="game">game</span>: <span word="entrepreneurs">entrepreneurs</span> <span word="rummaging">rummaging</span> <span word="in">in</span> <span word="corporate">corporate</span> <span word="attics">attics</span> <span word="for">for</span> <span word="neglected">neglected</span> <span word="but">but</span> <span word="valuable">valuable</span> <span word="oldbrands">oldbrands</span>. <span word="It">It</span> <span word="is">is</span> <span word="thanks">thanks</span> <span word="to">to</span> <span word="such">such</span> <span word="treasure">treasure</span>-<span word="hunting">hunting</span> <span word="that">that</span> <span word="you">you</span> <span word="can">can</span> <span word="ride">ride</span> <span word="an">an</span> <span word="MV">MV</span> <span word="Agusta">Agusta</span> <span word="motorbike">motorbike</span>, <span word="weara">weara</span> <span word="Shinola">Shinola</span> <span word="watch">watch</span>, <span word="stuff">stuff</span> <span word="yourself">yourself</span> <span word="with">with</span> <span word="Twinkies">Twinkies</span>, <span word="wash">wash</span> <span word="them">them</span> <span word="down">down</span> <span word="with">with</span> <span word="Orangina">Orangina</span> <span word="and">and</span> <span word="play">play</span> <span word="aGibson">aGibson</span> <span word="guitar">guitar</span>.　　阁楼里的宝藏是<span word="BBC">BBC</span>最热门节目之一，把束之高阁的宝贝换成钱，把观众的梦想变成现实。节目形式不仅简单，甚至容易上瘾。一个拍摄团队来到一座普通的房子里，到阁楼和其他边边角角搜寻可能存在价值的东西。最珍贵的那部分会被拍卖。当一个破旧的布娃娃卖出了一小笔钱时，总能带来抑制不住的喜悦。商界也存在这样的游戏：企业家们会从公司的阁楼里翻找被忽略的、却仍有价值的老品牌。也正是因为这些寻宝活动，我们才能骑上奥古斯塔摩托车，戴 <span word="Shinola">Shinola</span>手表，吃<span word="Twinkies">Twinkies</span> 奶油蛋糕吃到撑，再喝上一大罐<span word="Orangina">Orangina</span>，玩一会儿吉布森吉他。　　<span word="There">There</span> <span word="are">are</span> <span word="two">two</span> <span word="reasons">reasons</span> <span word="why">why</span> <span word="such">such</span> <span word="rummaging">rummaging</span> <span word="is">is</span> <span word="so">so</span> <span word="popular">popular</span>. <span word="The">The</span> <span word="first">first</span> <span word="is">is</span> <span word="that">that</span> <span word="companies">companies</span> <span word="oftendiscard">oftendiscard</span> <span word="brands">brands</span> <span word="that">that</span> <span word="contain">contain</span> <span word="plenty">plenty</span> <span word="of">of</span> <span word="what">what</span> <span word="marketers">marketers</span> <span word="call">call</span> <span word="equity">equity</span>. <span word="In">In</span> <span word="plain">plain</span> <span word="English">English</span>, <span word="onesthat">onesthat</span> <span word="people">people</span> <span word="still">still</span> <span word="remember">remember</span> <span word="fondly">fondly</span>. <span word="Healthy">Healthy</span> <span word="brands">brands</span> <span word="can">can</span> <span word="be">be</span> <span word="sacrificed">sacrificed</span> <span word="on">on</span> <span word="the">the</span> <span word="altars">altars</span> <span word="ofcorporate">ofcorporate</span> <span word="takeovers">takeovers</span> <span word="and">and</span> <span word="restructurings">restructurings</span>: <span word="Brim">Brim</span> <span word="Coffee">Coffee</span> <span word="bit">bit</span> <span word="the">the</span> <span word="dust">dust</span> <span word="when">when</span> <span word="a">a</span> <span word="succession">succession</span> <span word="ofmergers">ofmergers</span> <span word="and">and</span> <span word="acquisitions">acquisitions</span> <span word="left">left</span> <span word="it">it</span> <span word="sharing">sharing</span> <span word="a">a</span> <span word="stable">stable</span> <span word="with">with</span> <span word="Maxwell">Maxwell</span> <span word="House">House</span>; <span word="Procter">Procter</span> <span word="Gambleabandoned">Gambleabandoned</span> <span word="White">White</span> <span word="Cloud">Cloud</span> <span word="toilet">toilet</span> <span word="paper">paper</span> <span word="to">to</span> <span word="focus">focus</span> <span word="on">on</span> <span word="its">its</span> <span word="Charmin">Charmin</span> <span word="brand">brand</span>. <span word="Or">Or</span> <span word="they">they</span> <span word="can">can</span> <span word="becomeorphans">becomeorphans</span> <span word="when">when</span> <span word="their">their</span> <span word="parent">parent</span> <span word="companies">companies</span> <span word="die">die</span>: <span word="former">former</span> <span word="household">household</span> <span word="names">names</span> <span word="that">that</span> <span word="are">are</span> <span word="currently">currently</span> <span word="lookingfor">lookingfor</span> <span word="a">a</span> <span word="new">new</span> <span word="guardian">guardian</span> <span word="include">include</span> <span word="Hidden">Hidden</span> <span word="Magic">Magic</span> <span word="hairspray">hairspray</span>, <span word="Climax">Climax</span> <span word="ginger">ginger</span> <span word="ale">ale</span> <span word="and">and</span> <span word="Puss">Puss</span> <span word="n">n</span> <span word="Boots">Boots</span> <span word="catfood">catfood</span>.　　这种翻箱倒柜之所以如此盛行，原因有二。首先，公司经常会丢弃一些充满了营销专家所说的资产的品牌。简单来说，就是那些仍然存在于人们美好记忆中的品牌。好品牌有时会成为公司收购重组时的牺牲品。在一系列收购兼并之后， <span word="Brim">Brim</span>咖啡不得不和麦斯威尔咖啡同处一室，最后一败涂地;宝洁为了集中发展<span word="Charmin">Charmin</span>，抛弃白云卫生纸。有时，当母公司破产，旗下品牌便成了孤儿： <span word="Hidden">Hidden</span> <span word="Magic">Magic</span>喷发定型剂,<span word="Climax">Climax</span> 姜汁汽水和 <span word="Puss">Puss</span> <span word="sn">sn</span> <span word="Boots">Boots</span>猫食都曾是家喻户晓的名字，如今全在寻找下一位东家。　　<span word="The">The</span> <span word="second">second</span> <span word="reason">reason</span> <span word="is">is</span> <span word="that">that</span> <span word="reviving">reviving</span> <span word="an">an</span> <span word="old">old</span> <span word="brand">brand</span> <span word="often">often</span> <span word="beats">beats</span> <span word="spending">spending</span> <span word="months">months</span> <span word="and">and</span> <span word="millions">millions</span> <span word="oncreating">oncreating</span> <span word="a">a</span> <span word="new">new</span> <span word="one">one</span>, <span word="with">with</span> <span word="a">a</span> <span word="lower">lower</span> <span word="risk">risk</span> <span word="of">of</span> <span word="failure">failure</span>. <span word="If">If</span> <span word="something">something</span> <span word="has">has</span> <span word="worked">worked</span> <span word="before">before</span> <span word="there">there</span> <span word="is">is</span> <span word="agood">agood</span> <span word="chance">chance</span> <span word="that">that</span> <span word="it">it</span> <span word="will">will</span> <span word="work">work</span> <span word="again">again</span>. <span word="Old">Old</span> <span word="brands">brands</span> <span word="come">come</span> <span word="with">with</span> <span word="ready">ready</span>-<span word="made">made</span> <span word="logos">logos</span>, <span word="slogans">slogans</span>, <span word="jinglesand">jinglesand</span> <span word="memories">memories</span>. <span word="Brim">Brim</span> <span word="Coffee">Coffee</span> <span word="s">s</span> <span word="previous">previous</span> <span word="owners">owners</span> <span word="had">had</span> <span word="spent">spent</span> 35 <span word="years">years</span> <span word="and">and</span> <span word="hundreds">hundreds</span> <span word="of">of</span> <span word="millionsof">millionsof</span> <span word="dollars">dollars</span> <span word="drumming">drumming</span> <span word="the">the</span> <span word="phrase">phrase</span> <span word="Fill">Fill</span> <span word="it">it</span> <span word="to">to</span> <span word="the">the</span> <span word="rimwith">rimwith</span> <span word="Brim">Brim</span> <span word="into">into</span> <span word="American">American</span> <span word="brains">brains</span>. <span word="Besidesequity">Besidesequity</span>, <span word="another">another</span> <span word="folkloric">folkloric</span> <span word="quality">quality</span> <span word="brands">brands</span> <span word="are">are</span> <span word="said">said</span> <span word="to">to</span> <span word="need">need</span> <span word="is">is</span> <span word="authenticity">authenticity</span>: <span word="whereas">whereas</span> <span word="WallyOlins">WallyOlins</span>, <span word="a">a</span> <span word="veteran">veteran</span> <span word="branding">branding</span> <span word="expert">expert</span>, <span word="warns">warns</span> <span word="creators">creators</span> <span word="of">of</span> <span word="new">new</span> <span word="brands">brands</span> <span word="that">that</span> <span word="the">the</span> <span word="worst">worst</span> <span word="thing">thing</span> <span word="they">they</span> <span word="cando">cando</span> <span word="is">is</span> <span word="to">to</span> <span word="try">try</span> <span word="to">to</span> <span word="fake">fake</span> <span word="this">this</span> , <span word="old">old</span> <span word="brands">brands</span> <span word="are">are</span> <span word="more">more</span> <span word="likely">likely</span> <span word="to">to</span> <span word="possess">possess</span> <span word="it">it</span>.　　第二大原因，重启老品牌经常好过花数月时间、砸数百万美元来创造新品牌，而且失败的可能性还更低。一样东西如果曾经成功过，就极可能再一次成功。老品牌有现成的标志，口号，广告语和回忆。 <span word="Brim">Brim</span>咖啡曾经的老东家们花了 35年时间、投入数亿美元让倒满杯缘为止这句话深深烙在美国人脑海中。除了资产，另一个传说中的品牌必要特质是正宗。资深品牌专家威利奥林斯警告新品牌创造者们，他们能做的最糟糕的事情就是装得很正宗而老品牌则更可能拥有这一特质。　　<span word="The">The</span> <span word="simplest">simplest</span> <span word="version">version</span> <span word="of">of</span> <span word="this">this</span> <span word="strategy">strategy</span> <span word="is">is</span> <span word="for">for</span> <span word="a">a</span> <span word="company">company</span> <span word="to">to</span> <span word="revive">revive</span> <span word="one">one</span> <span word="of">of</span> <span word="its">its</span> <span word="own">own</span> <span word="brands">brands</span>. <span word="Thetextbook">Thetextbook</span> <span word="case">case</span> <span word="is">is</span> <span word="Volkswagen">Volkswagen</span> <span word="s">s</span> <span word="revival">revival</span> <span word="of">of</span> <span word="the">the</span> <span word="Beetle">Beetle</span> <span word="in">in</span> <span word="the">the</span> 1990<span word="s">s</span>. <span word="VW">VW</span> <span word="played">played</span> <span word="on">on</span> <span word="nostalgia">nostalgia</span> <span word="forthe">forthe</span> 1960<span word="s">s</span>, <span word="when">when</span> <span word="the">the</span> <span word="Beetle">Beetle</span> <span word="became">became</span> <span word="the">the</span> <span word="semi">semi</span>-<span word="official">official</span> <span word="vehicle">vehicle</span> <span word="of">of</span> <span word="the">the</span> <span word="hippie">hippie</span> <span word="movement">movement</span>, <span word="whilereassuring">whilereassuring</span> <span word="purchasers">purchasers</span> <span word="that">that</span> <span word="it">it</span> <span word="was">was</span> <span word="thoroughly">thoroughly</span> <span word="modern">modern</span>: <span word="less">less</span> <span word="flower">flower</span>, <span word="more">more</span> <span word="power">power</span>. <span word="A">A</span> <span word="secondversion">secondversion</span> <span word="is">is</span> <span word="for">for</span> <span word="a">a</span> <span word="healthy">healthy</span> <span word="firm">firm</span> <span word="to">to</span> <span word="take">take</span> <span word="over">over</span> <span word="an">an</span> <span word="ailing">ailing</span> <span word="rival">rival</span> <span word="s">s</span> <span word="brands">brands</span> <span word="and">and</span> <span word="breathe">breathe</span> <span word="new">new</span> <span word="life">life</span> <span word="intothem">intothem</span>. <span word="BMW">BMW</span> <span word="acquired">acquired</span> <span word="Mini">Mini</span> <span word="when">when</span> <span word="it">it</span> <span word="bought">bought</span> <span word="Rover">Rover</span> <span word="in">in</span> 1994, <span word="retooled">retooled</span> <span word="the">the</span> <span word="car">car</span> <span word="to">to</span> <span word="Germanstandards">Germanstandards</span>, <span word="and">and</span> <span word="made">made</span> <span word="it">it</span> <span word="a">a</span> <span word="huge">huge</span> <span word="success">success</span>.　　实施这种策略，最简单的方式莫过于重启公司过去已有的品牌。一个被写进教科书中的案例是上世纪九十年代大众甲壳虫的重生。大众打的是六十年代的复古牌，当时它可是嬉皮运动人士的半官方座驾，但同时它让买家坚信这款车从内到外都是现代的：更少点缀，更多动力。第二种方式，是让一家健康的企业收购正在衰落的对手的品牌，并让其重现生机。 1994年，宝马收购路虎之后获得 <span word="Mini">Mini</span>品牌。重整为德国标准汽车之后， <span word="Mini">Mini</span>大获成功。　　<span word="There">There</span> <span word="are">are</span> <span word="now">now</span> <span word="companies">companies</span> <span word="that">that</span>, <span word="like">like</span> <span word="the">the</span> <span word="BBC">BBC</span> <span word="s">s</span> <span word="antique">antique</span>-<span word="hunters">hunters</span>, <span word="specialise">specialise</span> <span word="in">in</span> <span word="rooting">rooting</span> <span word="outundervalued">outundervalued</span> <span word="gems">gems</span>. <span word="The">The</span> <span word="Himmel">Himmel</span> <span word="Group">Group</span>, <span word="based">based</span> <span word="in">in</span> <span word="Florida">Florida</span>, <span word="buys">buys</span> <span word="old">old</span> <span word="health">health</span> <span word="and">and</span> <span word="beauty">beauty</span> <span word="brandsand">brandsand</span> <span word="relaunches">relaunches</span> <span word="them">them</span> <span word="with">with</span> <span word="a">a</span> <span word="blitz">blitz</span> <span word="of">of</span> <span word="advertising">advertising</span>. <span word="Its">Its</span> <span word="successes">successes</span> <span word="include">include</span> <span word="Ovaltine">Ovaltine</span>, <span word="a">a</span> <span word="hot">hot</span> <span word="drink">drink</span>,<span word="Topol">Topol</span> <span word="tooth">tooth</span> <span word="polish">polish</span> <span word="and">and</span> <span word="Lavoris">Lavoris</span>, <span word="a">a</span> <span word="mouthwash">mouthwash</span>. <span word="Private">Private</span>-<span word="equity">equity</span> <span word="groups">groups</span> <span word="have">have</span> <span word="also">also</span> <span word="becomeenthusiastic">becomeenthusiastic</span> <span word="recyclers">recyclers</span>. <span word="In">In</span> 2006 <span word="the">the</span> <span word="Blackstone">Blackstone</span> <span word="Group">Group</span> <span word="and">and</span> <span word="Lion">Lion</span> <span word="Capital">Capital</span> <span word="joined">joined</span> <span word="forces">forces</span> <span word="to">to</span> <span word="buythe">buythe</span> <span word="rights">rights</span> <span word="outside">outside</span> <span word="America">America</span> <span word="to">to</span> <span word="Orangina">Orangina</span>, <span word="a">a</span> <span word="soft">soft</span>-<span word="drink">drink</span> <span word="brand">brand</span> <span word="discarded">discarded</span> <span word="by">by</span> <span word="Cadbury">Cadbury</span>, <span word="and">and</span> <span word="sold">sold</span> <span word="itthree">itthree</span> <span word="years">years</span> <span word="later">later</span> <span word="to">to</span> <span word="Suntory">Suntory</span> <span word="of">of</span> <span word="Japan">Japan</span>, <span word="realising">realising</span> <span word="a">a</span> 30% <span word="annual">annual</span> <span word="return">return</span> <span word="on">on</span> <span word="equity">equity</span>. <span word="In">In</span> 2013<span word="Apollo">Apollo</span> <span word="Global">Global</span> <span word="Management">Management</span> <span word="and">and</span> <span word="Metropoulos">Metropoulos</span> <span word="Co">Co</span> <span word="acquired">acquired</span> <span word="Hostess">Hostess</span> <span word="Brands">Brands</span> <span word="for">for</span> 410<span word="m">m</span>,<span word="and">and</span> <span word="relaunched">relaunched</span> <span word="Twinkies">Twinkies</span> <span word="and">and</span> <span word="Ho">Ho</span> <span word="Hos">Hos</span> <span word="in">in</span> <span word="what">what</span> <span word="it">it</span> <span word="billed">billed</span> <span word="as">as</span> <span word="the">the</span> <span word="sweetest">sweetest</span> <span word="comeback">comeback</span> <span word="in">in</span> <span word="thehistory">thehistory</span> <span word="of">of</span> <span word="ever">ever</span>. <span word="Supermarkets">Supermarkets</span> <span word="are">are</span> <span word="also">also</span> <span word="savvy">savvy</span> <span word="purchasers">purchasers</span>, <span word="buying">buying</span> <span word="old">old</span> <span word="brands">brands</span> <span word="and">and</span> <span word="keepingtheir">keepingtheir</span> <span word="distinctive">distinctive</span> <span word="appearance">appearance</span>, <span word="to">to</span> <span word="justify">justify</span> <span word="charging">charging</span> <span word="a">a</span> <span word="bit">bit</span> <span word="more">more</span> <span word="than">than</span> <span word="for">for</span> <span word="their">their</span> <span word="own">own</span>-<span word="labelproducts">labelproducts</span>. <span word="Walmart">Walmart</span> <span word="did">did</span> <span word="this">this</span> <span word="with">with</span> <span word="White">White</span> <span word="Cloud">Cloud</span> <span word="nappies">nappies</span> <span word="andtissues">andtissues</span>, <span word="for">for</span> <span word="example">example</span>.　　和<span word="BBC">BBC</span>的寻宝活动一样，如今有一些公司专门挖掘那些价值被低估的宝藏。福罗里达的 <span word="Himmel">Himmel</span>集团买下老的保健和美容品牌，通过广告轰炸再次将它们推向市场。成功案例包括热饮料 <span word="Ovaltine">Ovaltine</span>，美白牙膏<span word="Topol">Topol</span>和漱口水 <span word="Lavoris">Lavoris</span>。同样热衷于回收再利用的还有私募集团。 2006年，黑石集团和利安资本合力买下<span word="Orangina">Orangina</span>的海外所有权。<span word="Orangina">Orangina</span>是吉百利公司丢弃的软饮料品牌。三年后，两家投资公司将其卖给日本的三得利，获得 30%的年股本回报率。2013年，阿波罗全球管理和梅特珀罗斯公司以 4.1亿美元买下美国著名面包生产商 <span word="Hostess">Hostess</span> <span word="Brands">Brands</span>，并重启 <span word="Twinkies">Twinkies</span>和<span word="Ho">Ho</span> <span word="Hos">Hos</span> 两大品牌，被其称作史上最甜蜜回归。超市也是精明的买家，买下老品牌，保留其独特的外观，以便收取比自有品牌稍高一些的价格，如沃尔玛对白云尿布和餐巾纸的处理方式。　　<span word="Some">Some</span> <span word="striking">striking</span> <span word="examples">examples</span> <span word="of">of</span> <span word="brand">brand</span> <span word="revival">revival</span> <span word="are">are</span> <span word="the">the</span> <span word="work">work</span> <span word="of">of</span> <span word="individual">individual</span> <span word="entrepreneurs">entrepreneurs</span>. <span word="Shinolawas">Shinolawas</span> <span word="once">once</span> <span word="such">such</span> <span word="a">a</span> <span word="successful">successful</span> <span word="producer">producer</span> <span word="of">of</span> <span word="shoe">shoe</span> <span word="polish">polish</span> <span word="that">that</span> <span word="Americans">Americans</span> <span word="reprimanded">reprimanded</span> <span word="each">each</span> <span word="otherwith">otherwith</span> <span word="the">the</span> <span word="phrase">phrase</span>, <span word="You">You</span> <span word="can">can</span> <span word="t">t</span> <span word="tell">tell</span> <span word="shit">shit</span> <span word="from">from</span> <span word="Shinola">Shinola</span>. <span word="Tom">Tom</span> <span word="Kartsotis">Kartsotis</span>, <span word="a">a</span> <span word="college">college</span> <span word="drop">drop</span>-<span word="out">out</span> <span word="turnedbusinessman">turnedbusinessman</span>, <span word="revived">revived</span> <span word="the">the</span> <span word="name">name</span> <span word="for">for</span> <span word="a">a</span> <span word="new">new</span> <span word="company">company</span> <span word="that">that</span> <span word="produces">produces</span> <span word="luxury">luxury</span> <span word="watches">watches</span> <span word="in">in</span> <span word="Detroitand">Detroitand</span> <span word="sells">sells</span> <span word="them">them</span> <span word="for">for</span> <span word="up">up</span> <span word="to">to</span> 975 <span word="each">each</span>. <span word="The">The</span> <span word="East">East</span> <span word="India">India</span> <span word="Company">Company</span> <span word="once">once</span> <span word="controlled">controlled</span> <span word="half">half</span> <span word="the">the</span> <span word="world">world</span> <span word="strade">strade</span>, <span word="commanded">commanded</span> <span word="its">its</span> <span word="own">own</span> <span word="army">army</span> <span word="and">and</span> <span word="issued">issued</span> <span word="its">its</span> <span word="own">own</span> <span word="currency">currency</span>, <span word="but">but</span> <span word="went">went</span> <span word="out">out</span> <span word="of">of</span> <span word="business">business</span> <span word="in">in</span>1873. <span word="Sanjiv">Sanjiv</span> <span word="Mehta">Mehta</span>, <span word="an">an</span> <span word="Indian">Indian</span> <span word="diamond">diamond</span> <span word="trader">trader</span>, <span word="bought">bought</span> <span word="the">the</span> <span word="brand">brand</span> <span word="in">in</span> 2005 <span word="and">and</span> <span word="applied">applied</span> <span word="it">it</span> <span word="to">to</span> <span word="anew">anew</span>, <span word="upmarket">upmarket</span> <span word="retail">retail</span> <span word="chain">chain</span>.　　一些品牌的惊天大逆转是由企业家们个人完成的。 <span word="Shinola">Shinola</span>曾是极成功的鞋油品牌，美国人在埋怨对方的时候甚至会说：你啥也不知道，连 <span word="Shinola">Shinola</span>都不知道!大学辍学改做生意的 <span word="Tom">Tom</span> <span word="Kartsotis">Kartsotis</span>在一家新公司重塑了<span word="Shinola">Shinola</span>品牌，这是一家底特律的奢侈表公司，手表每块能卖到 975美元。东印度公司曾经控制世界一半的贸易，有自己的军队和货币，却在 1873年破产。2005 年，印度珠宝交易商 <span word="Sanjiv">Sanjiv</span> <span word="Mehta">Mehta</span>买下这一品牌，以此命名一家新开的高端零售连锁店。　　<span word="Whole">Whole</span> <span word="lotta">lotta</span> <span word="lolly">lolly</span>　　一大堆棒棒糖　　<span word="There">There</span> <span word="is">is</span> <span word="no">no</span> <span word="guarantee">guarantee</span> <span word="that">that</span> <span word="your">your</span> <span word="dead">dead</span> <span word="brand">brand</span> <span word="in">in</span> <span word="the">the</span> <span word="attic">attic</span> <span word="will">will</span> <span word="turn">turn</span> <span word="into">into</span> <span word="cash">cash</span>: <span word="Daimler">Daimler</span> <span word="tried">tried</span> <span word="torevive">torevive</span> <span word="its">its</span> <span word="Maybach">Maybach</span> <span word="luxury">luxury</span> <span word="marque">marque</span> <span word="as">as</span> <span word="a">a</span> <span word="competitor">competitor</span> <span word="to">to</span> <span word="Rolls">Rolls</span>-<span word="Royce">Royce</span> <span word="and">and</span> <span word="Bentley">Bentley</span>, <span word="but">but</span> <span word="saleswere">saleswere</span> <span word="dire">dire</span>, <span word="and">and</span> <span word="it">it</span> <span word="gave">gave</span> <span word="up">up</span> <span word="in">in</span> 2013. <span word="You">You</span> <span word="need">need</span> <span word="to">to</span> <span word="choose">choose</span> <span word="your">your</span> <span word="brand">brand</span> <span word="wellthere">wellthere</span> <span word="is">is</span> <span word="a">a</span> <span word="bigdifference">bigdifference</span> <span word="between">between</span> <span word="Shinola">Shinola</span> <span word="and">and</span>, <span word="say">say</span>, <span word="Enronand">Enronand</span> <span word="manage">manage</span> <span word="its">its</span> <span word="revival">revival</span> <span word="carefully">carefully</span>. <span word="Many">Many</span> <span word="of">of</span> <span word="themost">themost</span> <span word="successful">successful</span> <span word="exercises">exercises</span> <span word="in">in</span> <span word="reviving">reviving</span> <span word="brands">brands</span> <span word="are">are</span> <span word="also">also</span> <span word="exercises">exercises</span> <span word="in">in</span> <span word="repositioning">repositioning</span> <span word="them">them</span>. <span word="HenryJuszkiewicz">HenryJuszkiewicz</span> <span word="revitalised">revitalised</span> <span word="Gibson">Gibson</span> <span word="Guitars">Guitars</span> <span word="because">because</span> <span word="he">he</span> <span word="focused">focused</span> <span word="on">on</span> <span word="selling">selling</span> <span word="to">to</span> <span word="ageing">ageing</span> <span word="lawyers">lawyers</span> <span word="anddoctors">anddoctors</span>, <span word="who">who</span> <span word="were">were</span> <span word="willing">willing</span> <span word="to">to</span> <span word="pay">pay</span> 20,000 <span word="to">to</span> <span word="own">own</span> <span word="the">the</span> <span word="same">same</span> <span word="type">type</span> <span word="of">of</span> <span word="guitar">guitar</span> <span word="as">as</span> <span word="Eric">Eric</span> <span word="Clapton">Clapton</span> <span word="andJimmy">andJimmy</span> <span word="Page">Page</span>, <span word="rather">rather</span> <span word="than">than</span> <span word="struggling">struggling</span> <span word="young">young</span> <span word="musicians">musicians</span>. <span word="He">He</span> <span word="has">has</span> <span word="since">since</span> <span word="added">added</span> <span word="brands">brands</span> <span word="such">such</span> <span word="asSlingerland">asSlingerland</span> <span word="drums">drums</span> <span word="and">and</span> <span word="Wurlitzer">Wurlitzer</span> <span word="jukeboxes">jukeboxes</span> <span word="to">to</span> <span word="his">his</span> <span word="portfolio">portfolio</span>. <span word="Claudio">Claudio</span> <span word="Castiglioni">Castiglioni</span> <span word="revived">revived</span> <span word="hisfamily">hisfamily</span> <span word="s">s</span> <span word="MV">MV</span> <span word="Agusta">Agusta</span> <span word="brand">brand</span> <span word="by">by</span> <span word="repositioning">repositioning</span> <span word="a">a</span> <span word="classic">classic</span> <span word="racing">racing</span> <span word="bike">bike</span> <span word="as">as</span> <span word="a">a</span> <span word="mid">mid</span>-<span word="market">market</span> <span word="roadster">roadster</span>.　　没人能保证，在阁楼里躺着的品牌一定能赚钱：为与劳斯莱斯和宾利抗衡，戴姆勒下力气复兴奢侈品牌梅巴赫，但业绩暗淡，最终在 2013年放弃。你必须选择一个好品牌： <span word="Shinola">Shinola</span>和，比方说安然，差别是巨大的;同时你还必须小心处理。品牌复兴最成功的案例当中，有很多对品牌进行了重新定位。 <span word="HenryJuszkiewicz">HenryJuszkiewicz</span>之所以能让吉布森吉他死而复生，是因为他专注于年长的律师和医生，而不是生存都成问题的年轻音乐人，理由是前者愿意掏两万美元，买下和艾瑞克克莱普顿、吉米佩吉同一品牌的吉他。之后他又加上了 <span word="Slingerland">Slingerland</span>鼓和<span word="Wurlitzer">Wurlitzer</span> 自动唱机。克劳迪奥卡斯蒂格利奥尼复兴家族品牌 <span word="MV">MV</span>奥古斯塔，就是通过将经典竞赛自行车重新定位为中端敞篷跑车。　　<span word="Such">Such</span> <span word="quibbles">quibbles</span> <span word="aside">aside</span>, <span word="rediscovering">rediscovering</span> <span word="and">and</span> <span word="restoring">restoring</span> <span word="a">a</span> <span word="neglected">neglected</span> <span word="brand">brand</span>, <span word="tapping">tapping</span> <span word="into">into</span> <span word="consumers">consumers</span> <span word="fond">fond</span> <span word="memories">memories</span> <span word="of">of</span> <span word="times">times</span> <span word="gone">gone</span> <span word="by">by</span>, <span word="is">is</span> <span word="surely">surely</span> <span word="a">a</span> <span word="cost">cost</span>-<span word="effective">effective</span> <span word="way">way</span> <span word="of">of</span> <span word="competing">competing</span> <span word="in">in</span> <span word="a">a</span> <span word="marketinglandscape">marketinglandscape</span> <span word="where">where</span> <span word="start">start</span>-<span word="up">up</span> <span word="costs">costs</span> <span word="are">are</span> <span word="prohibitive">prohibitive</span> <span word="and">and</span> <span word="the">the</span> <span word="chances">chances</span> <span word="of">of</span> <span word="failure">failure</span> <span word="are">are</span> <span word="high">high</span>. <span word="Ifcapitalism">Ifcapitalism</span> <span word="is">is</span> <span word="a">a</span> <span word="system">system</span> <span word="of">of</span> <span word="creative">creative</span> <span word="destruction">destruction</span>, <span word="in">in</span> <span word="Joseph">Joseph</span> <span word="Schumpeter">Schumpeter</span> <span word="s">s</span> <span word="famous">famous</span> <span word="phrase">phrase</span>, <span word="it">it</span> <span word="isa">isa</span> <span word="system">system</span> <span word="of">of</span> <span word="creative">creative</span> <span word="reconstruction">reconstruction</span> <span word="as">as</span> <span word="well">well</span>.　　尽管存在种种争议，在起步费用高昂，失败几率极高的当今市场，挖掘和重塑一个被遗忘的品牌，挑起消费者美好的回忆，绝对是一个性价比颇高的竞争手段。如果说资本主义是一个创造性毁灭的体系，就像约瑟夫熊彼特的那句名言，它也是一个创造性重建的体系。　　词语解释　　1.<span word="dream">dream</span> <span word="into">into</span> 梦想　　<span word="Discipline">Discipline</span> <span word="is">is</span> <span word="what">what</span> <span word="brings">brings</span> <span word="your">your</span> <span word="dream">dream</span> <span word="into">into</span> <span word="real">real</span> <span word="life">life</span>.　　遵守纪律你的梦想才能成真。　　<span word="Now">Now</span> <span word="let">let</span> <span word="us">us</span> <span word="anchor">anchor</span> <span word="the">the</span> <span word="healing">healing</span> <span word="temples">temples</span> <span word="forascension">forascension</span> <span word="and">and</span> <span word="light">light</span> <span word="earth">earth</span> <span word="dream">dream</span> <span word="into">into</span> <span word="your">your</span> <span word="home">home</span>.　　现在让我们锚定疗愈神殿，让提升与地球光明梦想进入你的家庭。　　2.<span word="turn">turn</span> <span word="out">out</span> 结果是;出席　　<span word="Businesses">Businesses</span> <span word="could">could</span> <span word="turn">turn</span> <span word="out">out</span> <span word="impressive">impressive</span> <span word="buzz">buzz</span>-<span word="monitoring">monitoring</span> <span word="applications">applications</span>.　　而公司也可以用它制作出监视热门话题的应用。　　<span word="So">So</span> <span word="makers">makers</span> <span word="would">would</span> <span word="be">be</span> <span word="able">able</span> <span word="to">to</span> <span word="turn">turn</span> <span word="out">out</span> <span word="new">new</span> <span word="models">models</span> <span word="quicker">quicker</span> <span word="and">and</span> <span word="at">at</span> <span word="lower">lower</span> <span word="cost">cost</span>.　　这样汽车制造商可以在更短的时间内以较低的成本设计出新车型。　　3.<span word="focus">focus</span> <span word="on">on</span> 致力于;使聚焦于　　<span word="Many">Many</span> <span word="of">of</span> <span word="these">these</span> <span word="funds">funds</span> <span word="only">only</span> <span word="focus">focus</span> <span word="on">on</span> <span word="longer">longer</span> <span word="dated">dated</span> <span word="futures">futures</span> <span word="contracts">contracts</span>.　　这些基金很多只关注期限较长的期货合约。　　<span word="Do">Do</span> <span word="entrepreneurs">entrepreneurs</span> <span word="put">put</span> <span word="enough">enough</span> <span word="focus">focus</span> <span word="on">on</span> <span word="customer">customer</span> <span word="relationships">relationships</span>?　　创业者给予客户关系的重视足够吗?　　4.<span word="such">such</span> <span word="as">as</span> 例如;譬如;诸如　　<span word="Fragile">Fragile</span> <span word="things">things</span>, <span word="such">such</span> <span word="as">as</span> <span word="big">big</span> <span word="banks">banks</span> <span word="or">or</span> <span word="debt">debt</span>-<span word="laden">laden</span> <span word="consumers">consumers</span>, <span word="tend">tend</span> <span word="to">to</span> <span word="break">break</span> <span word="under">under</span> <span word="stress">stress</span>.　　脆弱的事物，例如大银行和负债的消费者，面临压力时倾向崩溃。　　<span word="Ancillary">Ancillary</span> <span word="businesses">businesses</span> <span word="such">such</span> <span word="as">as</span> <span word="derivatives">derivatives</span> <span word="have">have</span> <span word="thrived">thrived</span>.　　一些配套的业务如金融衍生品已经蓬勃发展了。</p>

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