Question 1: What is a brand? What is the so-called brand? 1: Brand - impression:

2. Brand - seven specific elements:

Three: Brand value - intangible assets:

Summary:

1 Brand refers to consumers' psychological awareness of a certain product from a market perspective.

2 Brand is the recognition of the target consumer group, and recognition is equal to purchasing power. If it cannot form purchasing power, can a brand be considered a brand?

3 In the eyes of investors, the brand is not so impressive. It is a tool for companies to make money. This is also in line with the view that "brand equals purchasing power". Brand is a necessary tool for enterprise development, not the ultimate pursuit of the enterprise.

4 To successfully build a brand, there are three main steps: brand building, brand marketing, and brand benefits.

I hope the above is helpful to the original poster.

Question 2: What is a brand? Can anyone explain it? A brand is an intangible asset that brings premiums and added value to its owners. Its carrier is used to differentiate itself from other competitors’ products or products. The source of value-added is the name, term, symbol, mark or design and combination thereof that distinguishes between services. The source of added value comes from the impression of its carrier formed in the minds of consumers.

Brand simply refers to consumers' awareness of products and product series.

Brand is people’s evaluation and recognition of a company, its products, after-sales services, and cultural value. It is a kind of trust. Brand is already a reflection and representative of the comprehensive quality of a commodity. When people think of a certain brand, they will always associate it with fashion, culture, and value. Enterprises are constantly creating fashion when creating brands. , Cultivate culture, as the enterprise becomes stronger and bigger, it continues to upgrade from low added value to high added value, and to a high-level transformation of product development advantages, product quality advantages, and cultural innovation advantages. When the brand culture is recognized and accepted by the market, the brand will generate its market value.

A brand is a mark placed on a product by a manufacturer or distributor. It consists of a name, noun, symbol, symbol, design or a combination thereof. Generally includes two parts: brand name and brand logo.

1. Definition in a general sense: A brand is a name, noun, symbol or design, or a combination thereof, whose purpose is to identify the products or services of a certain seller or a group of sellers. and differentiate them from competitors' products and services. (Marketing expert Dr. Philip Kotler)

2. As the definition of brand strategy development: Brand is an image recognition formed as a result of the above elements and a series of market activities. Awareness, feeling, quality perception, and customer loyalty expressed through these, generally speaking, it is an intangible asset. So at this time the brand appears as an intangible asset. (Theoretical source: Urban marketing scientist Lan Xiaohua)

3. The creation of a brand is a systematic project that requires passion, wisdom and belief. The strength of a brand depends on brand leadership, in which position is the direction and balance is the strategy; balance contains positioning, and positioning makes balance powerful. This is the essence of the IBF brand balance theory. (Brand culture and strategy expert Liang Zhongguo)

4. 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 can be represented by a specific symbol. Identification; it is the product of the interaction between subject and object, subject and society, enterprise and consumer.

5. A brand is a business name and its logo used to identify the products or services of a certain seller or a group of sellers and to distinguish them from those of competitors. It is usually represented by It consists of elements such as words, marks, symbols, patterns and colors or a combination of these elements.

Question 3: What is a brand? After reading the above answers, I think people have a misunderstanding that a brand is not equal to a trademark.

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

The word brand originates from Old Norse. Brandr means to put a brand on it. Used to distinguish products (including services) from different producers.

Many people often regard trademarks as brands. In fact, trademarks and brands are essentially different.

A trademark is a sign with distinctive features that is composed of words, graphics or a combination thereof and is used by producers and operators on the goods or services they produce, manufacture, process, select or distribute to distinguish the source of the goods or services.

We believe that a trademark is not the same as a brand. This can be understood from the following aspects: 1. When the trademark is registered, the brand has not yet been formed. What we register with the State Administration for Industry and Commerce is a trademark, not 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 or 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 famous brands are not equal to brands. Let’s take a look at these famous Chinese brands:

CCTV’s top advertising bidders over the years

1. Famous brands only represent widespread popularity, while brands represent much more, such as recognition and reputation. degree, 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, but brands cannot be selected. 4. The relationship between famous brands is like the relationship between celebrities (or celebrities) and heroes. Hitler was a celebrity, but not a hero. Kongfu Banquet Wine is a famous brand, but it is not a brand.

The American Marketing Association (AMA) defined brand in 1960: A brand is a name, noun, mark, symbol or design, or a combination of them, whose purpose is to identify a seller or product. The products or services of a group of sellers and differentiate them from those of competitors.

When we enter the information society, the definition of brand in industrial society is undoubtedly inaccurate and incomplete. To avoid confusion with trademarks and font sizes, we call the brands in question ultimate brands.

The ultimate brand is the ultimate quality of the product, 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 assurance. The ultimate brand gives consumers a guarantee of confidence, provides the stable and effective functions that consumers expect, and Provide continuous and good (after-sales) service. Case: Starbucks is very picky in selecting coffee beans. From variety to origin to particle shape, every aspect has strict standards; Starbucks will never let coffee beans that have not been strictly evaluated by experts (cup reviews) enter the market. Its coffee Tasting experts taste more than 100,000 cups of coffee every year to ensure quality, select coffee beans using the cup evaluation method, and then determine the precise degree of roasting, so that the unique taste of each coffee can be fully released. Starbucks' slogan is: Get the most out of every coffee grain. 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 makes them unforgettable and impressive. Case: When Li Ning said: We want our products to surpass Nike (Nike), he has lost his own personality. Li Ning keeps saying: It is better to be yourself than to be someone else. The Chinese people need their own sports brand, but in terms of actions, they have always followed Nike's strategy. Nike advocates "Just do it"...>>

Question 4: What does the brand LOGO mean? The brand LOGO is the brand mark, which refers to the part of the brand that can be pronounced and easy to remember but cannot be used. The verbal appellation part - including symbols, patterns or obvious colors or fonts, is also called "brand mark". Brand logos and brand names are elements that constitute a complete brand concept. The brand logo itself can create brand recognition and brand association. and consumers' brand preferences, which in turn affects the quality of the brand and the customer's brand loyalty.

The brand logo is a "visual language" that conveys something to consumers through certain patterns and colors. A kind of information to achieve the purpose of identifying the brand and promoting sales. The brand logo itself can create brand recognition, brand association and consumer brand preference, thereby affecting the quality of the brand and the customer's brand loyalty.

Therefore, in brand logo design, in addition to the most basic graphic design and creative requirements, we must also consider marketing factors and consumers' cognitive and emotional psychology.

Question 5: What does a brand operator mean? A brand operator owns the patent for all products of this brand, and is responsible for advertising and marketing, and the development of regular sales channels. Of course it will also cooperate with other companies.

The manufacturer in Sichuan may be just one of the manufacturers that this brand cooperates with, or it may only be authorized to produce one or several products. It is also possible that the Sichuan factory does not have the strength and experience in market development and marketing. By cooperating with brand operators, using its more influential brand will be beneficial to the promotion and sales of its products.

If you want to find a brand operator, you generally need to use their brand. The specific cooperation conditions will also be discussed based on the strengths of both parties. The bigger one definitely has the advantage.

Question 6: What is brand content? Company A.

i. Get rid of mediocre brand image. The competition is quite fierce. In a melee, a mediocre and one-size-fits-all brand image is the root cause of failure, just like the vast majority of companies are positioned on integrity. No distinction, no character, no vitality. We help companies develop a brand image that inspires internally and wins respect externally.

ii. Revitalize the brand. For state-owned enterprises that were once dominated by some monopoly ideas and influenced by some planned economies, under the market-oriented and competition-oriented structure, it is an important challenge to get rid of bloat, streamline the main body, create elite troops, and boost morale. Internal changes will trigger changes in consumer perceptions and surprise the market. This is the basic idea of ????our services. A vibrant and brand-new brand is our common pursuit.

iii. Brand leap. Many brands with strong strength are in a corner, and many brands with great potential for development are lurking in the field. From a local brand or a regional brand to a national brand, it must face new consumer groups and come up with new reasons for purchasing. Just like Yanjing Beer, when it goes nationwide and the freshness, cheapness, ubiquity, and local affection it once offered to Beijing consumers have disappeared, it must say to consumers across the country that it is royal and noble. We help you find the support point for leaping.

iv. Build a brand family. For a large group, what is the image of the group? Which sub-brands should be close to the group brand, and which ones should be far away, or even without the shadow of the group brand. Just like using "Tongrentang" to endorse "Goubuli", the buns feel medicinal. Through our overall brand architecture thinking framework, family relationships are clear and well-structured.

v. Improve brand value. Companies all like high brand value, but they don't understand where brand value comes from. Through our advanced brand value measurement system, we guide companies to rationally build brand value.

Do outsiders have to pay to use our brand? Do I need to pay for the use of brands within the group? Is there a phenomenon in which a brand is built by one person and used by thousands of people, or even abused? How to pay? What are the payment standards? It is particularly important to clarify the financial significance of brand value. Our company's original brand capitalization strategy allows companies to implement brand value through three modules.

vi. Strengthen brand management. Does your company have a brand manager? What are his main responsibilities? Is it more powerful or less powerful? Is this position in the legal department? office? Advertising department? still. . . . . . Does it operate smoothly and reasonably? We provide you with the world's best brand management model, clarifying the principles, processes, etc. of each major content of brand management, so that brand management can be managed comprehensively and harmoniously from the perspective of internal and external balance.

B Public Institutions

i. Today’s public institutions will slowly enter the market tomorrow. Slow pace, low efficiency, politicized management, and poor life will all change. We use the method of corporate competition to guide public institutions to raise the sword of brand and use profits to brighten smiles.

C ***

i. Place ***. A city should be a brand. However, our brand image is very vague. Except for a few cities with famous natural scenery, most cities have more popularity and less personality. Building a distinctive brand image that attracts the attention of the General Secretary and attracts an endless stream of Chinese and foreign tourists requires professional brand consulting.

Our team includes senior party and government figures and outstanding brand experts. The characteristic is that brand building does not stop at slogans and slogans, but is implemented at key touch points, making it practical and efficient.

ii. *** Department. Some departments need new vitality and new thinking towards citizens and service companies. We have created a unique brand tool for brand activation to help departments improve their image and improve efficiency.

Question 7: What does the first-tier brand mean? Which brand has been adopted by this company? Acquired

Question 9: What is the OEM brand baike.baidu/view/15316