What is the brand?

Question 1: What is a brand and what is a so-called brand 1: Brand-impression:

Two brands ―― seven specific elements:

Third, brand value-intangible assets;

Summary:

Brand 1 refers to consumers' psychological cognition of a product from the perspective of the market.

Brand is the identity of the target consumer group, and identity is equal to purchasing power. Can a brand that cannot form purchasing power be regarded as a brand?

In the eyes of investors, brand is not so magical, it is a tool for enterprises to make money, which is also in line with the view that "brand equals purchasing power". Brand is a necessary tool for enterprise development, not the ultimate pursuit of enterprises.

There are three main steps to build a brand successfully: brand building, brand marketing and brand income.

I hope the above will help the landlord.

Question 2: What is the brand? Who can explain! Brand is an intangible asset, which can bring a premium to the owner and increase its value. Its carrier is a name, term, symbol, logo or design and their combination, which is used to distinguish products or services from other competitors. The source of value-added comes from the impression formed by its carrier in the hearts of consumers.

Brand simply refers to consumers' cognition of products and product series.

Brand is the evaluation and cognition of an enterprise and its products, after-sales service and cultural value, and it is a kind of trust. Brand is a business.

When people think of a brand, it is always associated with fashion, culture and value. Enterprises constantly create fashion and cultivate culture while creating brands. Enterprises become stronger and bigger, constantly changing from low added value to high added value, and changing to high-level advantages of product development, product quality and cultural innovation. When the brand culture is recognized and accepted by the market, the brand will produce its market value.

A brand is a symbol added to a commodity by a manufacturer or distributor. It consists of names, nouns, symbols, signs, designs or their combinations. Generally, it includes two parts: brand name and brand logo.

1. General definition: A brand is a name, noun, symbol or design, or their combination. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors. (Marketing expert Philip? Dr. Milton Kotler)

2. Just as the definition of brand strategy development: brand is the image recognition, feeling, quality recognition and customer loyalty through these factors and a series of market activities. Generally speaking, it belongs to intangible assets. So at this time, the brand appeared as an intangible asset. (Theoretical source: Lan Xiaohua, an urban marketing scientist)

3. Brand building is a systematic project, which needs * * *, wisdom and faith. Brand strength depends on brand leadership, in which positioning is the direction and balance is the general plan; Balance includes positioning, and positioning makes balance strong. This is the essence of IBF brand balance theory. (Brand Culture and Strategy Expert Liang China)

4. Brand is the holographic concentration of all intangible assets of enterprises or brand subjects (including cities and individuals), which can be identified by specific symbols; It is the product of the interaction between subject and object, subject and society, enterprise and consumer.

5. Brand is an enterprise name and its logo, which is used to identify a seller's product or service and distinguish it from competitors' products or services. It is usually composed of words, marks, symbols, patterns and colors or a combination of these elements.

Question 3: What is a brand? After reading the above answers, I think there is a misunderstanding that brands are not equal to trademarks.

So what is a brand? What basic elements must a brand have?

The word brand comes from old Norwegian. Brandr means brand. Used to distinguish products (including services) from different manufacturers.

Many people often regard trademarks as brands. In fact, there are essential differences between trademarks and brands. A trademark is a prominent symbol used by producers and business operators on the goods or services they produce, manufacture, process, select or distribute, which is composed of words, graphics or their combinations to distinguish the sources of goods or services.

We don't think trademarks are equal to brands. This can be understood from the following aspects: 1. When the trademark is registered, the brand has not yet formed. What we registered in the State Administration for Industry and Commerce is a trademark, not a brand. 2. When the brand disappears or the enterprise owning the brand goes bankrupt, the trademark can still be effective. For example, when the brand of Qin Chi wine disappears, the trademark of Qin Chi is still valid. 3. Trademarks can be registered and protected, but brands cannot be registered and protected by law. Brand protection can only be indirectly and limited by registering trademarks and applying for intellectual property protection. 4. Brand is the brand in consumers' mind.

We say that famous brands are not equal to brands. Let's take a look at these famous brands in China:

Cctv has won the bid for advertising bidding over the years.

1. Famous brands only represent a wide range of popularity, while brands represent more, such as popularity, reputation, loyalty, trust, pace, durability and so on. 2. A brand must be a famous brand, but a famous brand is not necessarily a brand. In other words, a brand must have a wide popularity, and popularity is not necessarily a brand. 3. Famous brands are selected, but brands cannot be selected. 4. The relationship between famous brands and brands is just like the relationship between celebrities (or celebrities) and heroes. Hitler was a celebrity, but not a hero. Confucius banquet wine is a famous brand, but it is not a brand.

American Marketing Association (AMA) defines a brand in 1960 as a name, noun, logo, symbol or design, or their combination. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors.

When we enter the information society, the definition of brand in industrial society is undoubtedly inaccurate and incomplete. In order to avoid confusion with trademarks and font sizes, we call the brand in question the ultimate brand.

The ultimate brand is the ultimate quality of products, the ultimate achievement of corporate culture and the ultimate embodiment of customer interests. The ultimate brand must have the following nine basic elements:

First, the ultimate brand must have sufficient quality assurance. The ultimate brand guarantees the confidence of consumers, provides stable and effective functions that consumers expect, and provides continuous and good (after-sales) service. Case: Starbucks is very picky about the choice of coffee beans, from variety to origin to particle shape, every link has strict standards; Starbucks will never allow coffee beans that have not been strictly evaluated by experts to enter the market. Its coffee tasting experts evaluate more than 6,543,800 cups of coffee every year to ensure the quality, select coffee beans by cup evaluation method, and then determine the accurate roasting degree, so that the unique taste of each cup of coffee can be completely released. Starbucks slogan is: Give full play to the flavor of every kind of coffee. The last step is to sell steaming coffee to customers together with the standard service model. Second, the ultimate brand must be personalized. The reason why a brand becomes a brand must have an extremely distinctive personality. This unique personality firmly attracts consumers, making people unforgettable and impressed. Case: When Li Ning said: We want our products to surpass Nike, he has lost his personality. Li Ning keeps saying: It is better to be yourself than others. China people need their own sports brands, but they always follow Nike's strategy in their actions. Nike advocates just do it ">>

Question 4: What does the brand LOGO mean? Brand LOGO is the brand logo, which refers to the part of the brand that can be bitten out and easily remembered but cannot be called by words-including symbols, patterns or obvious colors or fonts, also known as "product labels". Brand logo and brand name are both elements of a complete brand concept. Brand logo itself can create brand awareness, brand association and consumer's brand preference, and then affect the quality of brand expression and customer's brand loyalty.

Brand logo is a "visual language". It conveys certain information to consumers through certain patterns and colors, so as to identify brands and promote sales. Brand logo itself can create brand awareness, brand association and consumer's brand preference, and then affect the quality of brand expression and customer's brand loyalty. Therefore, in brand logo design, besides the most basic graphic design and creative requirements, we should also consider marketing factors and consumers' cognitive and emotional psychology.

Question 5: What does brand operator mean? The brand operator has the patent right to use all the products of this brand, and he is responsible for advertising marketing and the development of formal sales channels. Of course, also cooperate with other companies.

Sichuan manufacturers may only be one of the manufacturers cooperating with this brand, or they may only be authorized to produce one or more of them. It is also possible that this factory in Sichuan does not have the strength and experience of market development and marketing. By cooperating with brand operators and using their more influential brands, it is conducive to the promotion and sales of their products.

If you want to find a brand operator, you should generally use their brand, and the specific cooperation conditions should be discussed according to the strength of both parties. The big one must have an advantage.

Question 6: What is the brand content? An enterprise.

First, get rid of the mediocre brand image. The competition is fierce. In a melee, the mediocre and universally applicable brand image is the root of failure, just as most enterprises are positioned in honesty. There is no difference, no characteristics, no vitality. We help enterprises develop brand image, inspire spirit at home and win respect abroad.

Two. Activate the brand. Under the market-oriented and competition-oriented pattern, it is an important challenge for state-owned enterprises, which were once dominated by some monopoly ideas and influenced by some planned economies, to get rid of overstaffing, leaning on the main body, strengthening the army and boosting morale. From the perspective of internal changes, consumers' cognition will be improved and the market will be pleasantly surprised. The basic concept of our service and the brand-new brand full of vitality are our common pursuit.

Three. Brand leap. Many powerful brands are in the corner, and many brands with great development potential are in the field. From a local brand, a regional brand to a national brand, we must face new consumer groups and put forward new reasons for buying. Just like Yanjing Beer, its freshness, cheapness, availability everywhere and local goodwill towards Beijing consumers all disappeared when it went to the whole country, so it should be said to consumers all over the country that it is royal and noble. We help you find the supporting point of prancing.

Four. Establish a brand family. What is the image of the big group, which sub-brands should be close to the group brand and which should be away from it, and there is even no shadow of the group brand. Just like "Tongrentang" is used to endorse "Goubuli", steamed stuffed buns all feel medicinal value. Through our overall brand architecture thinking framework, the family relationship is clear and the structure is reasonable.

Verb (abbreviation of verb) promotes brand value. Enterprises like high brand value, but they don't understand where brand value comes from. Through our advanced brand value measurement system, we can guide enterprises to construct brand value reasonably.

Do outsiders have to pay for using our brand? Is there a charge for using the brand within the group? Is there a phenomenon that the brand is dominant, used by thousands of households and even abused? How do I pay for it? What is the payment standard? More importantly, in order to clarify the financial significance of brand value, our company's original brand capitalization strategy allows enterprises to implement brand value through three modules.

Intransitive verbs strengthen brand management. Does your company have a brand manager? What is his main duty? Is power big or small? Is this position in the legal department? Office? Advertising department? Still. . . . . . Is the operation smooth and reasonable? We provide you with the best brand management model in the world, define the principles and processes of the main contents of brand management, and conduct comprehensive and harmonious management of brand management from the perspective of internal and external balance.

B organization

First, today's institutions will gradually go to the market tomorrow. Slow pace, low efficiency, politicized management and poor life will all change. We use the method of enterprise competition to guide institutions to raise the sword of the brand and smile with brilliant profits.

C ***

First, the local * * *. A city should be a brand. However, our brand pictogram is very vague. Except for a few cities with famous natural scenery, most cities are more sexual and less sexual. Create a distinctive brand image, let the general secretary see it, let Chinese and foreign tourists flow in an endless stream, and need professional brand consultation. There are senior party and government officials and excellent brand experts in our team. It is characterized by practical and efficient brand building, rather than staying on slogans and slogans.

Two. * * * Department. Some departments need new vitality and new thinking to serve citizens and enterprises. We have created brand tools to help departments improve their image and efficiency.

Question 7: What does the first-line brand mean? More classy Thiol; ''; ;

Question 8: What do you mean by its brand? Which brand did this company acquire?

Question 9: What is the OEM brand? baike.baidu/view/ 153 16.