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The Origins of Famous Brands
Our lives are full of brand names and trademarked products that we use every day. Although many brand names are simple acronyms(首字母缩略词) or versions of their founders names, some of the companies we trust every day actually have fascinating and surprising back stories.
Starbucks
It seems fitting that the most famous coffee brand in the world would take its name from one of the world’s greatest works of literature. The inspiration for the name of the coffeehouse came from Herman Melville’s Moby Dick. The founders’ original idea was to name the company after the Captain Ahab’s ship, but they eventually decided that Pequot wasn’t a great name for coffee, so they chose Ahab’s first mate, Starbucks, as the name instead.
Google
Google was originally called Backrub, for it searched for links in every corner of the Web. In 1997, when the founders of the company were searching for a new name showing a huge amount of data for their rapidly improving search technology, a friend suggested the word “googol”. When a friend tried to register the new domain (域) name, he misspelled “googol” as “google”.
Nike
Originally founded as a distributor for Japanese running shoes, the company was originally named BRS, or Blue Ribbon Sports. In 1971, BRS introduced its own soccer shoe, a model called Nike, which is also the name for the Greek goddess of victory. In 1978, the company officially renamed itself as Nike, Inc.
The right name is essential to a company’s success, and a great origin story is just as important as a great product. An attractive origin story is one more thing that keeps customers guessing, wondering, and buying its products.
21. What is the name of the Captain Ahab’s ship?
A. Moby Dick. B. Starbucks.
C. Pequot. D. Herman Melville.
22. Why did the founders of the Google want to change its name?
A. They mistook their name.
B. They wanted new customers.
C. The company’s original name was too long.
D. The company’s search technology was improving rapidly.
23. Where does the importance of the origin story of one company lie in?
A. It can change the company’s image.
B. It can add myth to the company.
C. It explains the development of the company to customers.
D. It makes customers imagine and purchase its goods.
【答案】21. C 22. D 23. D
