Part II. Listening Comprehension (36%) ( 共 12 小题,每题 3 分 ) Directions: Listen to a brand strategy consultant talking about the importance of brands and complete the answers to the questions with no more than three words . Task One : Why do companies need to create brands? Brand is the 8 behind a business, is a company’s most valuable 9 , and the unmistakable 10 for a company’s products and services. Task Two: What are the five most important characteristics of a brand? Be 11 , not be easily 12 with competing brands. Be easy to 13 ; complicated 14 , too many 15 and sophisticated 16 are out. Be easy to 17 in several languages. Fit the 18 of the product. Communicate the 19 to the target customer.