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 the embodiment and representative of the comprehensive quality of a commodity. When people think of a brand, it is always associated with fashion, culture and value. When enterprises create brands, they constantly create fashion and cultivate culture. 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. Combined with the current business environment and consumer psychology, brand has a new definition: when people come into contact with goods, services and related publicity, they form a recognition impression and a sense of comparison with similar goods and services that they are already familiar with.
Therefore, there is no brand without comparison. Real brand marketing begins with brand research. 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.
In a broad sense, "brand" is an intangible asset with economic value, and its differences are expressed through abstract, unique and recognizable mental concepts, thus occupying a certain position in people's consciousness as a comprehensive reflection. Brand building is long-term.
In a narrow sense, "brand" is a kind of "standard" or "rule" with both internal and external characteristics. It is the general name of an identification system that makes it unique, valuable, long-term and cognitive by standardizing the concept, behavior, vision and hearing.