Top Brands Say It and Show It

简介∶财经辞汇补给站∶stock option + breaker 作字尾的常用字

There's more to building a successful brand than just providing a desirable product. The most popular brands have always managed to combine catchy, memorable names with instantly recognizable logos.

Sports brands always come up with winning formulas and none more so than Nike, the world's leading sports apparel supplier. The company's punchy name was taken from the Greek goddess of victory. Amazingly, design student Carolyn Davidson was paid a paltry US$35 for creating the iconic swoosh symbol, though she was later compensated in stock options. Logo expert Andy Payne says: “It's one of the only logos without words accompanying it. Over time it has gained equity and confidence to set itself free from the word Nike, and that is a very brave step for a brand to take.”

Adidas, meanwhile, takes its name from founder Adolf Dassler's nickname, Adi, combined with the first three letters of his surname. Dassler created the three stripes — later incorporated into the trefoil and, more recently, updated as three bars. The motif symbolizes the brand's diversity. Interestingly, Dassler's elder brother Rudolf set up Puma, drawing on the athletic prowess of the big cat to promote his brand.

Another logo with sporting origins is Ferrari's prancing horse. Employed by the Ferrari motor racing team in the 1920s, the symbol was adapted from a badge on an Italian fighter pilot's plane in World War I.

顶尖品牌 LOGO 命名学

建立一个成功品牌不单单只是提供吸引人的产品。最受欢迎的品牌向来都能把琅琅上口且难忘的名称与可立即辨识的商标作结合。

体育品牌总能够想出胜利方程式，而耐吉这个全球领导体育服饰供应商更是如此。这家公司强而有力的名称取自希腊的胜利女神。令人惊讶的是，设计系学生卡洛琳·大卫森创造这个广为人知的打勾商标竟只获得 35 美元的微薄酬劳，不过她後来倒是获得股票选择权的补偿。商标专家安迪·潘恩指出∶「这是少数没有搭配文字的商标。随著时间的推移，这个商标已与『耐吉』这个字取得平起平坐的地位，也有足够把握能脱离文字独立呈现。对一个品牌而言，这是非常勇敢的一步。」

同时，阿迪达斯的公司名称则取自创办人阿朵夫·达斯勒的昵称「爱迪」，再加上他姓氏的前三个字母。达斯勒创造了三条线的商标，後来加上三片叶的图案，最近则又进一步更新为三条杠。这个图案象徵了品牌的多样性。有趣的是，达斯勒的哥哥鲁道夫创立了彪马，利用美洲狮的迅猛敏捷来推广他的品牌。

另一个带有体育起源的商标是法拉利的腾跃马儿。一九二O年代被法拉利赛车团队采用的这个图案，取自一次世界大战一名义大利飞行员其战斗机身上的标。

2012/03/19 (一) I believe this will clear up some of the questions we had.

我相信这将厘清我们之前的一些问题。

2012/03/20 (二) I'll send the hard copies to you by messenger this afternoon.

今天下午我会请人将书面资料送去给您。

2012/03/21 (三) We offer a wide range of options that we can tailor to your company's needs.

我们提供多样化的选择方案可符合贵公司的需求。

2012/03/22 (四) Please feel free to contact me so we can arrange a time to meet.

请尽管与我联络，我们好安排时间会面。

2012/03/23 (五) Please leave me your details, and I'll return your call.

请留下您的详细资料，我会回电给您。

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