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, they are always associated with fashion, culture and value. Enterprises constantly create fashion and cultivate culture while creating brands.
While becoming stronger and bigger, enterprises are constantly upgrading from low added value to high added value, and changing to high-level advantages in product research and 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. A brand consists of a name, a noun, a symbol, a sign, a design or a combination thereof.
Extended data:
Brand function:
1. Brand is the embodiment of the core value of a product or enterprise. Consumers or users should not only sell the goods to the target consumers or users, but also have a good impression on the use of goods by consumers or users, so as to make repeated purchases and continuous publicity, form brand loyalty, and make consumers or users repeat purchases.
2. Brand is a discriminator to identify goods. Brand is established to identify a seller's products or services, due to the needs of competition. Brand design should be unique, with distinctive personality characteristics, brand patterns, words and other characteristics different from competitors, representing the characteristics of enterprises.
3. Brand is the guarantee of quality and reputation. Enterprises design and create brands. Building a brand and creating a famous brand are the knowledge gradually formed by enterprises under the conditions of market competition. People hope to distinguish products and enterprises more through brands, form brand follow-up through brands and expand the market through brands.
4. Brand is the "cash cow" of the enterprise. Brand wins by quality, and the brand is often accompanied by cultural and emotional connotations, so the brand adds added value to the product. At the same time, the brand has a certain degree of trust and follow-up, and enterprises can set relatively high prices for the brand and obtain higher profits.
5, the brand is to sell more expensive+sell more, drive business, that is, "business-oriented brand management." The difference between product value and brand value.
6, the brand is to distinguish competitors, that is, manufacturers use brands to distinguish their products from competitors' products. Early enterprises' understanding of brand is as simple as that. They think that just giving their products or services a name is enough to distinguish their competitors. Therefore, the names of many brands are directly based on the surname or first name of the founder of the enterprise, which is convenient for customers to identify.
Baidu encyclopedia-brand