(1) The origin of the brand

The English word "Brand" comes from the ancient Norwegian word Brandr, which means "burning". People use this method to mark private property such as livestock that needs to be distinguished from others. In medieval Europe, craftsmen used this branding method to mark their handicrafts so that customers could identify the origin and producer of the product. This creates the original trademark, which provides a guarantee to consumers and legal protection to producers. In the early 16th century, producers who distilled whiskey put the whiskey into wooden barrels branded with the producer's name to prevent unscrupulous traders from stealing the goods. By 1835, Scottish distillers adopted the brand "Old Smuggler" to maintain a reputation for the quality of liquor made using special distillation procedures.

In the "Oxford Dictionary", a brand is explained as "used to prove ownership, as a sign of quality or for other purposes", that is, to distinguish and prove quality. As time goes by, the business competition landscape and the retail industry continue to change, and the meaning of brands has become more and more abundant, and even a specialized research field-brand science has been formed.

(2) Definition of brand

At present, there are many definitions of brand in theoretical circles, which are listed below:

1. Brand refers to the organization and The comprehensive tangible and intangible performance of the products or services it provides, with the purpose of identifying the organization's products or services and distinguishing them from those of competitors.

2. A brand is a name, term, mark, symbol or pattern, or a combination of them, used to identify the products or services that an enterprise provides to one or a group of consumers, and to make them known. Differentiate your products or services from those of your competitors. (Marketing expert Dr. Philip Kotler)

3. "Brand" is the holographic concentration of the sum of all intangible assets of an enterprise or brand subject (including cities, individuals, etc.), and "this concentration" It can be identified by a specific "symbol"; it is the product of the interaction between subject and object, subject and society, enterprise and consumer.

(3) Concepts related to brand

1. What is product (Product). A 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. Products can generally be divided into three levels, namely core products, form products, and extended products. The core product refers to the direct benefits and utility that the overall product provides to buyers; the formal product refers to the physical appearance of the product in the market, including the product's quality, features, shape, trademark and packaging; the extended product refers to the overall product A series of additional benefits provided to customers, including delivery, installation, maintenance, warranty and other benefits given to consumers in the consumer field.

2. What is a Trade Mark? Trademark is a legal term that is used by producers and operators on the goods or services they produce, manufacture, process, select or distribute. In order to distinguish the source of goods or services and have distinctive features, it is generally composed of words, graphics or other signs. Combination composition. Trademarks approved and registered by the state are "registered trademarks" and are protected by law. The trademark registrant enjoys the exclusive right to use the trademark.

3. What is a famous brand? The most popular understanding of famous brands is well-known brands. The emergence of the word "famous brand" precedes the concept of brand. It is a product of my country's specific environment.

4. What is brand equity (Brand Equity). Brand equity is a series of assets and liabilities associated with a brand, brand name and logo that can increase or decrease the value of the products or services sold by the company. It mainly includes 5 aspects, namely, brand loyalty, brand awareness, brand perceived quality, brand association, and other proprietary assets (such as trademarks, patents, channel relationships, etc.). These assets are provided to consumers and businesses in a variety of ways. Provide value.

5. What is brand identity (Brand Identity).

Brand identity is an association that brand marketers hope to create and maintain that can arouse people's good impression of the brand. These associations imply some kind of commitment from the company to consumers. Brand identity will guide the entire process of brand creation and communication, so it must have a certain depth and breadth.

6. What is a brand symbol? Brand symbols are the basic means to distinguish products or services, including names, logos, basic colors, slogans, symbols, spokespersons, packaging, etc. These identifying elements form an organic structure that exerts influence on consumers. It is the basis for forming the brand concept. A successful brand symbol is an important asset of the company and plays a role in the interaction between the brand and consumers.

7. What is brand personality? Brand personality is a series of human characteristics possessed by a specific brand, that is, the personality qualities displayed by the brand. It is an important part of brand identity and can humanize an inanimate product or service. Brand personality can bring about strong and unique brand associations and enrich the connotation of the brand.

8. What is brand positioning (Brand Positioning). Brand positioning is the process of establishing a unique brand image that is consistent with the original product on the premise of comprehensively analyzing the target market and competition, and designing and disseminating the overall image of the brand, so as to occupy a unique value position in the hearts of target consumers. or action. The focus is on the psychological feelings of the target consumers, and the approach is to design the overall image of the brand. The essence is to design product attributes and spread the brand value based on the characteristics of the target consumers, thereby forming a unique position of the brand in the hearts of the target consumers.

9. What is brand image? Brand image refers to the total impression of the brand formed in the brain by consumers based on the brand information they have access to through their own selection and processing. Brand image and brand identity are both different and related. The difference between the two is that brand identity is how brand strategists want people to view the brand, while brand image is how people in reality view the brand; the connection between the two is that brand identity is the source and basis for the formation of brand image, while brand image is the source and basis for the formation of brand image. Partly a result of executing brand identity.

10. What is brand culture? Brand culture refers to the cultural accumulation gradually formed in the operation of a brand. It represents the interest recognition and emotional belonging of enterprises and consumers. It is the sum of brand, traditional culture and corporate personality image. Different from the internal cohesion function of corporate culture, brand culture highlights the external publicity and integration advantages of the company, effectively conveys the corporate brand concept to consumers, and then captures the minds of consumers. Brand culture is the essence of a company condensed on the brand.

11. What is Brand Extension? Brand extension refers to a strategy of applying famous brands to new products and services on the basis of existing brands with considerable popularity and market influence, in order to reduce the risk of new products entering the market. It can increase the acceptability of new products, reduce the risk of consumer behavior, improve the efficiency of promotional expenditures, and meet the diverse needs of consumers.

12. What is brand structure (Brand Structure). Brand structure refers to the combination of different product brands of an enterprise. It specifies the role of brands, the relationship between brands, and the different roles they play in the brand system. A reasonable brand structure helps to find synergies to create synergy, manage multiple brands in a clear manner, reduce damage to brand identity, make adjustments quickly and efficiently, and allocate resources among brands more rationally.

13. What is brand recognition (Brand Cognitive). Brand awareness is an important component of brand equity. It is a measure of consumers' awareness and understanding of the brand's connotation and value.

14. What is brand reputation (Brand Favorite). Brand reputation is one of the components of brand power. It is the degree of favorability and trust that people in the market have for a certain brand.

15. What is brand loyalty (Brand Loyalty). Brand loyalty refers to the behavior that makes consumers have a special liking for a certain brand due to various factors such as brand skills, brand spirit, brand behavior culture, etc., forming a preference and long-term purchase of this brand of goods. Simply put, brand loyalty is the repeat purchasing behavior of consumers. According to the formation process of customer loyalty, it can be divided into cognitive loyalty, emotional loyalty, intentional loyalty and behavioral loyalty.

16. What is Brand Preference? Brand preference is an important part of brand power. It refers to the degree of preference of consumers in a certain market for the brand and is an understanding of consumers' willingness to choose a brand.

17. What is a Self-owned Brand? Independent brands refer to brands independently developed by enterprises and with independent intellectual property rights. It has three main measurement factors: market retention, history of production and R&D, and its position in the entire industry.