With the continuous opening up and development of the Chinese market, a variety of products in the market can now meet almost all the needs of consumers. Directly proportional to the prosperity of the market is the competition among enterprises in various industries, and as the homogeneity of products continues to intensify, the intensity of this competition is also escalating. Under such market conditions.

How to make your company or product have the deepest impression in consumers' consciousness, you can take greater advantage. The role and value of brand are gradually valued and used by companies. Through the following article, the editor will lead you to have a deeper understanding of the brand and how to better shape the brand and create greater benefits for the enterprise. There are many answers on the Internet about the definition of brand.

Understood from different angles, the contents expressed are also different. In behavioral terms, a brand refers to a symbolic memory of a certain product. It is a consumer's subjective impression of a certain product and affects the consumer's purchasing behavior. In marketing, a brand refers to a company's name, product or service trademark.

It is an intangible asset that has a market image that is different from competitors. Of course, these descriptions are correct, but they also have a certain emphasis and one-sidedness. The origin of the word brand comes from abroad, which means "burning". Its form in one place is similar to a brand on goods, and with the development of economy.

This kind of imprint has greater functional value, which is the initial form of the brand's meaning. The meaning of brand is the guarantee of the use value and exchange value of this product, and it is a commitment of the enterprise to the value of the product. The construction of a brand is inseparable from the three elements of difference, recognition and trust. Difference is the foundation of the brand, otherwise there will be no difference from other brands.

Then the brand has no meaning of existence, but differentiation requires differentiation in the recognition of the target group. After all, the brand ultimately faces consumers. The second is recognition, allowing consumers to identify with it; the last is trustworthiness, which means that the company's commitment to the product is believed to be achievable by consumers, and this is the key to the long-term life of the company.