出国考试双语阅读：苹果超越谷歌，品牌价值全球第一。

Apple has overtaken Google as the world's most valuable brand, ending a four-year reign by the Internet search leader, according to a new study by global brands agency Millward Brown.

根据全球知名市场研究机构Millward Brown一项调查表明，苹果公司已取代谷歌成为全球最有价值品牌，结束了长达四年的由互联网搜索引擎统治的时代。

Peter Walshe, global brands director of Millward Brown, says Apple's meticulous attention to detail, along with an increasing presence of its gadgets in corporate environments, have allowed it to behave differently from other consumer-electronics makers.

Peter Walshe，Millward Brown的全球品牌总监表示，一方面苹果注重细节，另一方面，在企业环境下苹果不断推出小工具。 这两大要素让苹果公司大大区别于其他消费电子制造商。

"Apple is breaking the rules in terms of its pricing model. It's doing what luxury brands do, where the higher price the brand is, the more it seems to underpin and reinforce the desire."

“苹果公司打破了价格模式的定则。它遵循了奢侈品的准则，价格越高的品牌，市场越稳定，越能激起消费者的购买欲。”

Of the top 10 brands in Monday's report, six were technology and telecoms companies: Google at number two, IBM at number three, Microsoft at number five, AT&T at number seven and China Mobile at number nine.

在这一项报告中，排名前十的品牌就有六个是科技和电信公司：谷歌排名第二，IMB排第三，微软第五，AT&T第七，另外中国移动排名第九。

McDonald's rose two places to number four, as fast food became the fastest-growing category, Coca-Cola slipped one place to number six, Marlboro was also down one to number eight, and General Electric was number 10.

随着快餐成为增长最快行业，麦当劳向前排了两位，现排名第四；可口可乐降一位，排第六；万宝路也是降了一位，排第八：最后是通用电气排第十。

Walshe said demand from China was a major factor in the rise of fast-food brands. "The Chinese have been discovering fast food and it's such a vast market - Starbucks, McDonald's... and pizza has hit China," he said.

Walshe称，快餐品牌价值的增长大部分是得益于中国市场的庞大需求，“中国人认识并意识到了快餐这一巨大的市场——星巴克、麦当劳、披萨等等都已进军中国”..........

详情访问出国之窗考试网站http://www.chuguo78.com/chuguokaoshi/