2. trademarks. Trademark is a legal term, which is adopted by producers and operators in their production, manufacturing, processing, selection or distribution of goods or services. In order to distinguish the source of goods or services and have obvious characteristics, it is generally composed of words, graphics or their combinations. A trademark approved for registration by the state is a "registered trademark" and is protected by law. Trademark registrants enjoy the exclusive right to use trademarks.
3. Well-known brands. The most popular understanding of famous brands is well-known brands. The word "famous brand" appeared before the concept of brand, which is the product of the specific environment in China.
4. Brand equity. Brand equity is a series of assets and liabilities associated with brands, brand names and signs, which can increase or decrease the value of products or services sold by enterprises. It mainly includes five aspects, namely brand loyalty, brand awareness, brand perceived quality, brand association, and other proprietary assets (such as trademarks, patents, channel relations, etc.). ) to provide value to consumers and enterprises in various ways.
5. Brand identity. Brand recognition is an association that brand marketers want to create and maintain, which can arouse people's good feelings about the brand. These connections mean some kind of commitment of enterprises to consumers. Brand recognition will guide the whole process of brand creation and communication, so it must have a certain depth and breadth.
6. Brand symbol. Brand symbol is the basic means to distinguish products or services, including name, logo, basic color, slogan, symbol, spokesperson, packaging and so on. These identification elements form an organic structure and have an impact on consumers. It is the foundation of brand concept, and successful brand symbol is an important asset of the company, which plays a role in the interaction between brands and consumers.
7. Brand personality. Brand personality is a series of human characteristics possessed by a specific brand, that is, the personality quality presented by the brand. It is an important part of brand recognition, which can humanize lifeless products or services. Brand personality can bring strong and unique brand association and enrich brand connotation.
8. Brand positioning. Brand positioning is a process or action to establish a unique brand image that conforms to the original product on the premise of comprehensive analysis of the target market and competition, and to design and spread the overall brand image, thus occupying a unique position in the hearts of target consumers. Its focus is on the psychological feelings of the target consumers, the way is to design the overall image of the brand, and the essence is to design product attributes according to the characteristics of the target consumers and spread the brand value, thus forming a unique position of the brand in the hearts of the target consumers.
9.BrandImage。 Brand image refers to the sum of brand-related impressions formed by consumers in their minds through their own choices and processing based on available brand information. There are differences and connections between brand image and brand recognition. The difference between the two is that brand awareness is how brand strategists want people to look at brands, while brand image is how people look at brands in reality; The relationship between them is that brand recognition is the source and foundation of brand image formation, and brand image is the result of brand recognition to some extent.
10, brand culture. Brand culture refers to the cultural accumulation gradually formed in the operation of the brand, which represents the interest cognition and emotional closeness between enterprises and consumers, and is the sum of brand, traditional culture and corporate personality image. Different from the internal cohesion of corporate culture, brand culture highlights the advantages of external publicity and integration of enterprises, effectively passes on the corporate brand concept to consumers, and then occupies and disappears ... >>
Question 2: What is the brand concept? Brand concept is a value system generally recognized by the society, which reflects the enterprise's own personality characteristics, promotes and maintains the normal operation and rapid development of the enterprise, and embodies the clear management consciousness of the whole enterprise. Composition of brand concept Brand concept consists of three parts: enterprise mission, business philosophy and code of conduct: 1. Corporate mission. Enterprise mission refers to the mission that an enterprise undertakes in various business activities, which is the most basic starting point of brand concept and the driving force of enterprise action. 2. Business philosophy. Management thought is the idea, attitude and thought that guides the business activities of enterprises. Business thinking directly affects the attitude of enterprises to foreign operations and services. Different business ideas will produce different business attitudes and give people different corporate image impressions. 3. Code of conduct. Code of conduct refers to a series of codes of conduct and rules that employees in an enterprise must follow in their business activities, which is a constraint and requirement for employees. The function establishment and integration of brand concept has strategic function and function for the overall operation and benign operation of enterprises. Specifically, the brand concept has the following functions: 1. Guiding function. Brand concept is the value goal and behavior mode advocated by enterprises, which guides the pursuit of employees. Therefore, a strong brand concept can guide employees to fight for it for a long time. 2. Incentive function. Brand concept is not only the business purpose, business policy and value pursuit of an enterprise, but also the highest goal and principle of employee behavior. Therefore, the recognition of brand concept and employees' pursuit of value constitute employees' great psychological satisfaction and spiritual motivation, which cannot be truly achieved by material incentives and is lasting and profound. 3. Cohesion function. The determination of brand concept and the general recognition of employees will inevitably form a strong centripetal force and cohesion in an enterprise. It is a kind of adhesive in enterprises, which can integrate employees' goals, ideals, beliefs, sentiments and styles in a staring way, and create and stimulate employees' group consciousness. Enterprise is the behavior goal and value pursuit of employees and the driving force of employees' behavior. Therefore, once the brand concept is recognized and accepted by employees, employees naturally have a strong sense of belonging to the enterprise, and the brand concept has a strong centripetal force and cohesion. 4. The function is stable. A strong brand concept and spirit can ensure that an enterprise will never decline because of certain changes in the internal and external environment, thus enabling an enterprise to have sustained and stable development capabilities. Maintaining the continuity and stability of brand concept and strengthening the recognition and integration of brand concept are the keys to enhance the stability and technological development of enterprises. Brand concept is a unified identification symbol of enterprises, but at the same time, it should also show its unique personality, that is, highlight the difference between enterprises and other enterprises. To create a unique brand concept, we need to achieve the following goals: first, the brand concept must conform to the characteristics of the industry and the unique culture of the industry; Secondly, when planning the corporate image, we should fully tap the original brand concept of the enterprise and endow it with the characteristics of the times and personality, so as to make it a powerful internal force to promote the business development of the enterprise; Thirdly, the brand concept should be different from competitors and reflect the company's own style.
Question 3: What is the concept of clothing brand? It is the starting point of your brand, the implication of the brand and the overall thinking. Brand concept can interpret your clothing and the ideas of the founder, and can also be extended to the meaning of clothing. I hope it helps you.
Question 4: the introduction of brand concept refers to the concept that can attract consumers, establish brand loyalty, and then create a brand (and market) dominant position for customers.
Question 5: Definition of brand concept Brand concept should include core concept and extended concept, and the concept of brand concept should be unified and complete, including business areas (industries, main products, etc. ), corporate image (transnational, local, etc. ), corporate culture (rigorous, enterprising and conservative), product positioning (high-end, middle-end and low-end), product style (fashion, trendy and dynamic) and so on. Brand concept is a value system that is generally recognized by the society, reflects the individual characteristics of enterprises, promotes and maintains the normal operation and rapid development of enterprises, and reflects the clear management consciousness of the whole enterprise.
Question 6: What is the brand concept? Brand concept refers to the concept that can attract consumers, establish brand loyalty, and then create brand (and market) dominant position for customers. Brand concept is a value system that is generally recognized by the society, reflects the individual characteristics of enterprises, promotes and maintains the normal operation and rapid development of enterprises, and reflects the clear management consciousness of the whole enterprise.
Question 7: What is brand culture? Enterprises with different ideas have different cultures. I don't know whether you want to study theory or go to a specific enterprise.
Recommend a short passage for you:
Corporate culture and brand culture are inseparable from culture, and their forms and contents are closely related to culture. Think carefully, is the shaping of corporate culture divided into three levels: core concept (spirit), system and behavior (carrier) and cultural groups (different functional departments)? Does brand culture also include brand spirit, brand communication (carrier) and target consumers (groups)?
Corporate culture and brand culture are interlinked.
Corporate culture is the embodiment of corporate values, beliefs and behaviors. To put it figuratively, if we regard the enterprise as a person, when you meet this person for the first time, his clothes will give you the first impression. This is the company's VI (visual identification), including the company's buildings, office environment, office equipment, LOGO and other tangible entities with intuitive surfaces; Through his words and deeds, you can know his style of doing things, which is the concrete embodiment of corporate culture, but what determines this person's words and deeds? It depends on his deep values and beliefs. Similarly, for an enterprise, it is culture that determines its system and behavior. The core of this culture is what we often call the enterprise concept and enterprise core values.
So what is brand culture? We said people would look at you for a long time. Contact with a person for a long time, you find that he may be an honest, lively and cheerful person. You know something about his personality. You think you like to associate with him, and you may become a bosom friend. If for an enterprise, the psychological feeling and identity that this enterprise gives consumers are brand culture or brand connotation, that is the connection between consumers' psychological needs and the level of the enterprise. Look, what's the danger? Kangne sheath melon? Yan Yan? News? Mirror? Pantou? Baby? What school is the Scarlet Tomb? ⑿ Did you take 1 heat release from the gap of the release pump with good weft? Cover up? span class=yqlink>。 McDonald's, you will think of the amiable uncle McDonald, you will think of his clean dining environment, and you will think of the personalized advertisement "I like it". These are the concrete manifestations of McDonald's brand culture, the representative of convenient, clean, comfortable and energetic American culture, and the embodiment of its corporate culture. KFC is also a fast food, but the brand connotation is slightly different. The positioning of "coming to KFC is full of flavor" and "based in China, integrated into life" shows that KFC pays more attention to products and life. In addition, we found that the brand connotation of Hewlett-Packard Company's "HP Technology, Achieving the Future" is also the embodiment of its corporate culture.
The connotation of corporate culture and brand culture must be consistent.
For example, the dynamic brand culture of Coca-Cola Company is full of individuality, so the corporate culture of Coca-Cola Company is bound to be inseparable from innovation. It is hard to imagine that a group of conservative and calm people can lead the Coca-Cola Company. Haier brand gives people the impression of high quality, sincerity and responsibility, and its corporate culture is also based on sincerity and innovation. Lenovo's acquisition of IBM notebook department can be said to be the perfect embodiment of its entrepreneurial spirit, and it also conforms to the cultural connotation of its brand "as long as you want". Hongta group's original brand slogan was "There is a sky behind the cloud, hongta group", but now it has been changed to "Mountain is the peak", which is in line with the connotation of corporate culture and highlights the humanistic atmosphere.
Through this analysis, we find that neither corporate culture nor brand culture can be divorced from the company's products and operations, but should serve the development of enterprises. Therefore, their core meanings should be consistent or interlinked. However, corporate culture and brand culture are obviously different in concept, function, emphasis and construction mode.
Corporate culture and brand culture have different core meanings.
Corporate culture is the sum of values, beliefs and behavior patterns formed by enterprises, focusing on the shaping of corporate values, corporate ideas and behavior patterns, and is the guiding ideology of enterprise production and development. Brand culture focuses on shaping and promoting brand personality and spirit, so that the brand has cultural characteristics and humanistic connotation. The key point is to make these consumers agree with the spirit embodied by the brand through various strategies and activities, and then form a loyal brand consumer group.
What are the cultural characteristics of a brand? The cultural characteristics of the brand should not only have spiritual connotation, but also be integrated from marketing planning, promotion activities, advertising, customer relations and other aspects, so that consumers can realize ...
Question 8: Xerox's brand concept is "to be a brand that makes people smile". All kinds of flavors make you smile. A variety of fresh tastes and multi-level rich taste constantly affect consumers' taste buds, bringing unprecedented delicious experience. The pleasure of taste makes consumers unconsciously raise their mouths and smile happily. A relaxed and cheerful brand personality makes you smile. "Every moment is engraved with joy" is the brand slogan of Joy. From the happiness-oriented marketing strategy, to the brand spokesperson of sunshine image, to all kinds of relaxed and pleasant brand advertisements, Joy always presents a cheerful and cheerful brand personality. Not only that, Xerox also hopes that people can feel the happy concept conveyed by the brand while enjoying delicious potato chips-delicious moments are happy moments. It is a kind of life attitude to advocate a happy life attitude and make you smile and be happy. In the eyes of Xerox brand, the source of happiness is irresistible delicious potato chips, which can bring physical and mental pleasure to consumers. Small potato chips, although they can't change the world. However, the attitude of happy life advocated by Joy Life is of great significance. Pleasure, eager to integrate into every happy moment of China people's life. Whether it's a person's enjoyment, a friend's party or a family reunion, having fun can always add happiness to every time! Thin potato chips, wonderful taste, but also bearing the taste of China's human feelings, the taste of happiness. There is joy all the time!