SWT一直都是PTE考试的重中之重，由于PTE的交叉打分机制，SWT一定程度上也决定着阅读分数的高低。但因为机经命中率比较高，考生往往忽略了练习的重要性，背一遍机经就去考试了。考试的时候如果纯靠回忆，很容易在高度紧张的时候忘记，而且一旦题目稍有变化将会不知所措，大大影响作文成绩。所以在备考阶段，对每篇SWT真题进行透彻的学习和分析，才是正确的复习方法。
以下是高频考题 Brand Loyalty 的分析，并附上高分参考答案。
（7plus原创,谢绝转载,违者必究）
Brand loyalty exists when consumers repeat-purchase your brand rather than swapping and switching between brands. It is widely agreed that it is far more expensive to have to find a new customer than to keep existing ones happy, so brand loyalty is crucial for achieving high-profit margins. For charities, it is important to set a marketing objective of improving brand loyalty. If existing donors can be persuaded to set up a direct debit to the charity, its cash flow will improve significantly. To enhance or reposition a brand’s image， although some brands stay fresh for generations (Marmite is over 100 years old) others become jaded due to changes in consumer tastes and lifestyles. At this point, the firms need to refresh the brand image to keep the products relevant to the target market. A clear objective must be set. For instance: what brand attributes do we want to create? What do we want the brand to stand for? Repositioning? This occurs when a firm aims to a change a brand's image, so that the brand appeals to a new target market. Twelve years into its lifecycle, McVitie’s decided to reposition its Hobnobs biscuit brand. Hobnobs had been positioned as a homely, quite healthy biscuit for middle-aged consumers. Research pointed McVitie’s in a new direction: younger, more male, and less dull. So new packaging was designed and then launched in conjunction with a new, brighter advertising campaign. In 2013 Hobnobs sales were worth 36 million pounds, 9 percent upon the previous year.
我们可以把整篇文章大致分为以下几段：
解析：
当消费者重复购买您的品牌而不是在品牌之间进行交换和切换时，品牌忠诚度就存在了。人们普遍认为，寻找新客户比保持现有客户满意要昂贵得多，因此品牌忠诚度对于实现高利润率至关重要。对于慈善机构而言，设定提高品牌忠诚度的营销目标非常重要。如果可以说服现有捐助者直接向慈善机构付款，其现金流量将大幅改善。
因此，这段可以总结为：
Brand loyalty which exists when consumers repeat-purchase a brand is crucial for achieving high-profit margins, because it is cheaper to keep existing customers than finding new ones, so charities need to set marketing objective to improve brand loyalty to improve their cash flow.
第二部分：
解析：
为了增强或重新定位品牌的形象，尽管一些品牌几代人保持新鲜（Marmite已有100多年历史），但其他品牌因消费者口味和生活方式的变化而变得疲惫不堪。在这一点上，企业需要刷新品牌形象，以保持产品与目标市场相关。必须设定明确的目标。例如：我们想要创建哪些品牌属性？我们希望品牌代表什么？重新定位？当公司旨在改变品牌形象时，就会发生这种情况，从而使品牌吸引新的目标市场。在其生命周期的十二年后，McVitie决定重新定位其Hobnobs饼干品牌。 Hobnobs被定位为适合中年消费者的家常，健康的饼干。研究指出McVitie处于一个新的方向：更年轻，更男性，更少沉闷。因此，设计了新包装，然后与新的更明亮的广告活动一起推出。 2013年，Hobnobs的销售额为3600万英镑，比上一年增长9％。
这段话的前半部分谈到了这段的主旨，后半段描述了一个具体的成功例子。在SWT的总结中，我们只需要写出结论，不需要描述例子。
因此，这一段可以概括:
To enhance or reposition a brand’s image, the firms need to refresh the brand image to keep the products relevant to the target market, and set a clear objective.
最后附上参考答案：
Brand loyalty which exists when consumers repeat-purchase a brand is crucial for achieving high-profit margins, because it is cheaper to keep existing customers than finding new ones, so charities need to set marketing objective to improve brand loyalty to improve their cash flow; moreover, to enhance or reposition a brand’s image, the firms need to refresh the brand image to keep the products relevant to the target market, and set a clear objective.
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