What does brand mean?

1. Definition: Brand refers to the comprehensive identity of an enterprise and the goods or services it provides.

2. Brand includes trademark, attributes, name, packaging, style, history, reputation, advertising methods and other factors, and contains the quality and reputation of the enterprise and its goods or services. The brand price is determined by consumers' perceptual understanding of it (print and experience).

3. Brand is both the quality commitment of the company to consumers and the trust of consumers that the company has gained.

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Nowadays, all sectors of society are talking about brands. Enterprises hope to build their own brands and make them good. The country has also given a lot of support in terms of policies, and the media It is also spreading various brand concepts. However, there are many misunderstandings in our current brand concepts. Many people do not have a clear understanding of brands, resulting in their brand-building behaviors being vague and random, and the resulting brand results are naturally unsatisfactory.

Products have product value, and brand value

When a company makes products, products have product value; when it makes brands, brands also have brand value. Products can be sold, and so can brands. When consumers buy a product, they get benefits from the product. If consumers buy something with brand value, they will get benefits from the brand value. If a brand cannot bring benefits to consumers, the brand cannot be sold. Why should we shape something that is not sold? Just make more products and sell them for profit. Therefore, in order to build a brand, the brand must have an independent value. Its unique value is different from product satisfaction. Products meet the needs or needs of consumers' interests; while brand satisfaction also has needs, but more It's desire.

Desire is spiritual satisfaction. Consumers will also pay for their own spiritual satisfaction. This satisfaction is what brings consumers. What the brand brings to consumers is the emotional value of spiritual needs, and this price is also a benefit.

The brand is actually the emotion of the people that the product concept is connected to.

I want to understand the concept of brand clearly: the brand is actually the emotional needs of the consumer group corresponding to the product concept. The product brand created by the company should be a concrete reflection of the emotional value of the product to consumers. For example, young girls nowadays like Li Yuchun in "Super Girl". This shows that the temperament, habits, behavior and other brand elements displayed by Yuchun's "product" meet the emotional needs of these girls, which creates value. This value is the emotional needs of the group Li Yuchun corresponds to, not her own needs. Therefore, a brand is something that satisfies the emotional value of consumers corresponding to the product, rather than the trademark, packaging or product concept of the company's products. Many people now have misunderstandings in this regard. It is understandable that companies have misunderstandings, because Chinese companies have just begun to think about how to build their own brands. But it is inappropriate for some experts to have such problems. These experts want to guide companies to build brands, and they are not vague at all.

Brands are not created by oneself

I see that many media now have brand columns and find some entrepreneurs and experts to talk about brands, but they turned a corner. The media hosts did not understand brands, and in the end they talked about how we should build a big brand, as if we could create a brand like an atomic bomb. In fact, this is not the case. A brand cannot be made by oneself. It must be recognized by consumers. This recognized value is a combination of many elements and takes time, because it is not a simple interest value recognition, but the psychological and emotional value recognition of others.

Simple interest recognition has no brand value

No consumer says that a company’s brand will only be consumed if it corresponds to its rational and emotional value. Favorability is only part of the emotional value, but also Only by accumulating more emotional value can we achieve overall brand recognition. Simple benefit recognition and use value are consumers' needs for product benefits. The need for brand interests is the emotional needs and desires in the social environment. All these companies have to think about how to do it. If a brand is simply an express train to internationalization, what will happen to the corporate brand if it gets on this train? This is too superficial. This is basically the difference between brand and product

1. Brand refers to the degree to which consumers recognize products and product series.

2. The characteristics of the brand are as follows:

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A brand is a proprietary brand. A brand is used to identify the products or services produced or sold. The brand owner enjoys the exclusive rights of the brand after being identified through legal procedures, and has the right to require other companies or individuals not to imitate or counterfeit.

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The brand is the intangible source of the enterprise. Since the brand owner can continuously obtain benefits by relying on the advantages of the brand, it can use the brand's market development and image expansion power, and the accumulated power in the capital will continue to develop. , because we can see the value of the brand.

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Brand representation A brand is the corporate asset. It does not have an independent entity and does not occupy space, but its most original purpose is that people can easily remember it through a brand. To remember a certain product or company in form, a brand must have a material body and express itself through a series of material carriers to make the brand formal.

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The brand has an identification function and represents a product and an enterprise. Enterprises can use this advantage to demonstrate the brand's ability to expand the market, and it can also help enterprises Leverage brand capital for expansion.

3. Product refers to anything that can be provided to the market, used and consumed by people, and can meet certain needs of people, including tangible items, intangible services, organizations, concepts or their combinations .

4. Products are divided into three levels:

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Core product: The product brings basic benefits and utility to buyers, product use value, It’s what customers really want to buy. It is the most basic and important part in the overall concept of the product.

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Formal product: The form in which the core product is realized, that is, the appearance of the entity or service provided to the market.

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Additional products: What is the difference between the brand and the product that customers buy?

In a broad sense, "brand" is an intangible asset with economic value. A comprehensive reflection that uses abstract, unique, and identifiable mental concepts to express their differences, thereby occupying a certain position in people's consciousness.

In the narrow sense, "brand" is a kind of "standard" or "rule" that has both internal and external aspects. It is a way of standardizing and regularizing concepts, behaviors, and vision to make it unique and A general term for an identification system of value, long-term, and cognition. We also call this system CIS (corporate identity system) system.

A product refers to anything that can be supplied to the market, used and consumed by people, and can meet certain needs of people, including tangible objects, intangible services, organizations, concepts or their combinations.

Products can generally be divided into three levels, namely core products, form products, and extended products.

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The core product refers to the direct benefits and utility provided by the overall product to the buyer.

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Extended products refer to a series of additional benefits provided to customers by the entire product, including transportation, installation, maintenance, certification, etc. Benefits given to consumers in the consumer field.

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Formal products refer to the physical appearance of products in the market, including the quality, characteristics, and manufacturing of the product. What is the difference between a brand name and a product name? Give an example, thank you!

A brand is a familiar brand created by an enterprise or company based on its strength, while a product name is a general concept. For example, in laundry, this is a commonly used product name. Many companies produce washing powders that are resurrected. A name, such as Libai, this label: Composition classics Previous article: Idiom about the ruler having in and out Idioms about the ruler having in and out Next article: What does swarthy face mean? What does swarthy complexion mean?

Products What do TM and R behind the brand mean?

The TM behind the brand of a product is the abbreviation of English trade mark. The Chinese meaning is commercial mark, which is the meaning of trademark. Any product brand with TM mark is It means that this brand name has applied for registration with the General Administration of Trademarks. Its function is to tell people that the graphic text marked with it is the trademark of this product or service, not a name or advertising.

The R behind the brand of the product is the abbreviation of register in English. Register in Chinese means registration. If the product or service is marked with this mark, it means that this mark, whether it is text or graphics, is a registered trademark and is subject to national laws. Protection, no other individual or organization can use it without authorization. What is a brand?

After reading the previous answers, I think people have a misunderstanding that a brand is not equal to a trademark.

So what is a brand? What are the essential elements that a brand must have?

The word brand originates from Old Norse. "brandr" means to brand. To distinguish products (including services) from different producers.

Many people often regard trademarks as brands. In fact, trademarks and brands are essentially different. Trademark producers and operators use trademarks to distinguish the source of goods or services on the goods or services they produce, manufacture, process, select or handle. They are signs consisting of words, graphics or combinations thereof and having distinctive features.

We believe that a trademark is not the same as a brand. This can be understood from the following aspects: 1. When a business is registered, the brand is still formed. What we register with the State Administration for Industry and Commerce is a trademark, but a brand. 2. A trademark can still be valid when the brand disappears or when the company that owns the brand goes bankrupt. For example, when the Qinchi Liquor brand disappears, the "Qinchi" trademark is still valid. 3. Trademarks can be registered and protected, but brands cannot be registered and cannot be legally protected. Brand protection can only be done indirectly and to a limited extent through registered trademarks and applications for intellectual property protection. 4. Brand is the imprint in the minds of consumers.

We say that a famous brand is not a brand. Let’s take a look at these famous Chinese brands:

China Television’s top advertising bidders over the years

1. Famous brands only represent wide popularity, while brands represent much more, such as awareness, Reputation, loyalty, trust, following, persistence, etc. 2. A brand must be a famous brand, but a famous brand is not necessarily a brand. In other words, a brand must have widespread popularity, and popularity does not necessarily mean a brand. 3. Famous brands are selected, and brands can be selected. 4. The relationship between famous brands is like the relationship between celebrities (or celebrities) and heroes. Hitler is a celebrity, but he is not a hero. Kongfu Banquet Wine is a famous brand, but it is not a brand.

The American Marketing Association (AMA) defined a brand in 1960: A brand is a name, noun, sign, symbol or design, or a combination of them, the purpose of which is to identify a seller or company. Group sellers' products or services and differentiate them from those of competitors.

When we enter the information society, the definition of brand by the industry society is undoubtedly inaccurate and incomplete. In order to avoid confusion with "trademark" and "font size", we call the brand discussed "ultimate brand".

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

1. The ultimate brand must have sufficient quality to ensure the confidence of consumers, provide the stable and effective performance that consumers expect, and provide continuous, Good (after-sales) service. Case: Buck is very picky in selecting coffee beans. From variety to origin to particle shape, every detail has strict standards; Starbucks will never let coffee beans enter the market without strict expert tasting (cup evaluation). Experts taste more than 100,000 cups of coffee every year to ensure quality. They use the cup evaluation method to select coffee beans and then determine the precise degree of roasting, so that the unique taste of each coffee can be fully released. Gram's slogan is: Put every coffee into a cup. The flavor of a single coffee is brought out to its fullest. The last step is to sell the steaming coffee to customers together with the standard service model. 2. 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 and is unforgettable and impressive. Case: When Li Ning said: "We want our products to surpass Nike," he had lost his personality. Li Ning keeps saying: "It is better to be yourself than to be someone else" and "Chinese people need their own sports brand", but in terms of actions, they have always followed Nike's strategy.

Nike advocates "Just do it" and Li advocates "Sports I exist"; Nike advocates "I can" and Li Ning advocates "Anything is possible"; Li Ning's sports proposition is almost another copy of Nike in China . Lee's logo is also very similar to Nike's logo. Many people believe that Li Ning's brand image is simply the Chinese version of Nike. 3. The ultimate brand is a huge carrier of product information. Brand information includes technical information and functional information such as brand quality, design, craftsmanship, packaging, and usage; it also includes institutional information such as legal environment, intellectual property and trademark protection environment, public opinion, and advertising communication; It also includes cultural information such as industrial culture, national habits, symbolic value, and information content. In addition to the use value and exchange value of commodities, brands also have symbolic value, that is, information value, and it is the most important value. The symbolic value of brands is the fundamental reason why wealth can be created through dematerialized production in the information age. The symbolic value of a brand has become a kind of market right. The establishment of new market game rules has caused the "market right" to shift from being material and energy-centered to information and transformation-centered. As a carrier of information and culture, brand symbolic value is increasingly becoming a dominant force in the market. It controls consumers and the market with a tangible and intangible force. The influence of brand symbolic value not only means market occupation, but also the dominance of consumers' spiritual culture and ideological psychology; when it creates market dividends, it guides people's production methods and lifestyles, and guides people's pursuits. Peace trends. 4. The ultimate brand has rich corresponding associations. When consumers buy a certain brand, they not only see the function of the product, but more importantly, there are rich associations when the brand is mentioned, and they are corresponding associations. Product association must transcend function, and only by transcending function can it be sustainable. Therefore, brand association is whether a product has transitioned to the first product characteristic. When consumers think of McDonald's, they think of burgers, children, and happiness; when we look at Coca-Cola, we think of happiness, fashion, avant-garde, and vitality. Sadly: Lenovo doesn’t have Lenovo. Lenovo Computer Company once had an advertising slogan: "What will happen if the world loses its imagination?" However, when we see Lenovo computers, we don't have more functions other than Lenovo. No wonder Wu Haijun, the chairman of Shenzhou Computer, joked: "What is brand benefit if the world loses? Brand effect? ??What's the difference?

The concept seems to be the same~ I have little talent, let's talk about brand effect here~ My feeling is that brand effect also means brand benefit~ But brand benefit pays more attention to the benefits a brand brings to a company or enterprise~ I hope the following will be helpful to you~ Thank you~

The first point : What is the brand effect?

Brand effect Gu Siyi: The effect brought by the brand to the enterprise, which is the continuation of the corporate value in the industry society. In the current brand-led business model, the brand means product positioning, Business model, consumer groups and profit returns. Building a brand requires the industry to have strong capital integration capabilities. The essence of the company is shown to the world through brand establishment methods: advertising, public relations, daily marketing, and after-sales and pre-sales services are all important to brand building. Direct impact. The product effect is the benefit and influence brought by the use of the brand on the brand users. The brand is the product of the development of the commodity economy to a certain level. The initial use of the brand is the result of the use of the brand. Products are easy to identify and brands develop rapidly, which is the result of the highly developed conditions of modern and modern commodity economy. Its rapid development lies in the fact that the use of brands has brought huge economic and social benefits to the producers of goods. It is under this background that various industries around the world attach great importance to it.

Second point: Analysis of brand effect~

Brand is a logo, and the word brand originated from the nomads in Spain. , in order to distinguish it from other people's livestock during exchange, so the brand means brand.

Until 1960, the marketing dictionary gave a more precise definition of brand: used to identify another group of products. A name, term, symbol or combination of designs to differentiate products and services from other competitors.

The connotation of a brand is: a brand is a mark of distinction that can provide a genuine image and value. Continuing guarantee. Second, the brand is a "signal standard".

The brand is like Mona Lisa's smile. Everyone can feel her charm, but few people can express it clearly.

So, what is the definition of brand? Brand is not only a symbolic structure, a symbol of a product, but also a comprehensive reflection and embodiment of the cultural form of industry, products and society; brand is not only the property rights of enterprises and consumers' awareness, but also the relationship between enterprises, products and consumption. The relationship between them. The foundation of the brand is culture, and the goal of the brand is customer relations.

Brand means high quality, credibility, high profitability and low cost. Behind the brand is a successful enterprise that has always been invincible in market competition. In the process of creating a brand and expanding its coverage, only through the optimization of product structure, revitalization of existing assets, improvement of technological content and scientific management can the enterprise continue to develop and grow.

To run an enterprise, you must have your own brand. A well-known brand is not only an intangible asset of the enterprise, but also a symbol of the corporate image. Brand is to give customers a satisfactory product and provide warm and thoughtful service. The name of the company is synonymous with credibility. This is the knowledge that successful entrepreneurs have developed over the years. Shaping the corporate philosophy requires all employees to "sincerely think about users, achieve perfection, and give users trust". This idea embodies the core content of corporate brand strategy. Establishing a sound enterprise management system is the basic guarantee for brand strategy. Management is a set of proven methods adopted to adapt to market requirements.

Branding contributes to effective marketing. Brands in product promotions enable companies to carry out focused promotions, simple and concentrated, with obvious effects and deep impressions, which are conducive to making consumers familiar with the products and stimulating their desire to buy.

Brand effect is the benefit that product operators enjoy from using the brand. To achieve a good brand effect, an enterprise must not only increase the breadth and depth of brand publicity, but also improve product quality and strengthen product services as its fundamental means.

Brands are both intangible assets and a huge wealth. It includes intellectual property rights, corporate culture, and the resulting products and reputation. Generally speaking, it is easier to shape a company's image with a brand. On the other hand, if the company's overall image strategy is further promoted on the basis of the brand, it will be more conducive to the expansion and extension of the brand.

The intensive management and group development of enterprises, and even mergers and formations between enterprises, are becoming a hot topic of concern with the deepening of state-owned economic reform. In the process of group development, it is necessary to pay attention to the relationship between economic regulations and economies of scale, and to focus on efficiency improvement and optimization.

The advantageous position of brand advantage in competition is gradually recognized by industry insiders. If small and medium-sized enterprises do not strive for technical excellence and professional craftsmanship, it will be difficult to gain a foothold in future competition. Nowadays, competition among enterprises is increasingly characterized by product competition and brand competition. But building a brand is by no means an overnight success, so joining a brand with a high reputation in the market is really a shortcut for merchants. Therefore, a successful enterprise transforms the entire set of intellectual property rights, business models, management systems, and corporate culture into capital, thus bringing cooperation between enterprises into the advanced capital operation stage. But a chain is not as simple as charging a franchise fee and giving a signboard. In fact, the management of a chain is much more complicated than setting up a branch. What is a brand? How to explain

A brand is an intangible asset that brings premium and added value to the owner. Its carrier is the name, term, symbol, etc. used to distinguish it from its competitors’ products or services. Mark or design and its combination, the source of added value comes from the impression of its carrier formed in the minds of consumers. To put it simply, brand refers to consumers' awareness of products and product series. Brand is the mark added by manufacturers or distributors to goods. It consists of names, words, symbols, symbols, designs or their combinations. Generally includes two parts: brand name and brand logo. "Brand" is not "business". "Brand" refers to the symbol of a product or service. The identification mark of the number refers to the "trademark". The domains covered by the brand must include reputation, products, corporate culture and overall operations management. Therefore, brand is not a single symbol, but the overall competition of an enterprise, or the sum of its competitiveness. The brand not only includes the "name" and "logo" but also extends to the series' two-dimensional visual system and even three-dimensional visual system. But it is usually narrowed to the awareness and expectations surrounding a product or service in people's consciousness, and becomes an abstract image symbol. Even equating a brand with a specific trademark.

The purpose of cultivating a brand is to turn it into a famous brand, so we work hard on product quality and after-sales service. At the same time, the brand represents the enterprise. From the perspective of long-term development, the industry must consider the product quality. What does the trademark belong to mean?

The industry to which the trademark belongs refers to the specific use of the trademark, whether it is clothing, cosmetics, auto parts, or bedding. Something like that.

In patent document retrieval, mastering the specialized classification table is an important step. Countries around the world generally compile their own patent classification tables, and the classification used is what is a famous brand product?

Famous brands refer to well-known brands, which usually have the following qualities:

(1) High awareness among the relevant public;

(2) Brand use The duration is long;

(3) The brand promotion work has a long duration, high degree and wide geographical scope;

(4) It has been used as a famous trademark, well-known trademark, etc. Protection;

(5) Has become a registered trademark;

(6) Other factors.

Four misunderstandings about famous brands:

A handful of famous brand products are equated with famous brands.

No matter how good the brand-name products are, they will become obsolete, because most products have cycles; but real brand names become more valuable as they get older, and a brand name is a symbol. What enterprises should strive for is the brand, not the product.

Two local famous products have the same name. For example, "Beijing Roast Duck" is not a famous brand, but a local specialty. It has no trademark or trade name, it is just a product that anyone can apply; while "Quanjude" is a famous brand or trade name, which is unique.

The third is a one-sided emphasis on the popularity of famous brands, while focusing on the trust and reputation of famous brands.

In 1998, Qinchi Winery won the CCTV advertising bid for 320 million yuan. However, its final failure showed that Qinchi only considered the popularity of the product and ignored its trust and reputation. Because the production of local wine was far from enough, Qin Chi had to blend a large amount of liquor brought from Sichuan.

Fourth, the film believes that small and medium-sized enterprises cannot engage in famous brands.

Famous brands are also a continuous elimination process, which is dynamic. When Haier started its famous brand business in 1985, it was just a small business with a loss of 1.47 million yuan. However, Zhang Ruimin made the brand famous by "smashing refrigerators" and increased its popularity, trust and reputation. Tags: Essay classic Previous article: On the ruler Idioms about going in and out. Idioms about having a ruler and going in. Next article: What does swarthy skin mean? What does swarthy complexion mean?