In a broad sense, "brand" is an intangible asset with economic value. It uses abstract, unique, and identifiable mental concepts to express its differences, thereby occupying a certain position in people's consciousness. reflect. Brand building is long-term. In the narrow sense, "brand" is a kind of "standard" or "rule" that has both internal and external aspects. It makes it unique, valuable, and long-term by standardizing and regularizing the four aspects of concept, behavior, vision, and hearing. A general term for a recognition system of sex and cognition. We also call this system CIS (corporate identity system) system. Kotler, the father of modern marketing, defined a brand in "Marketing" as a specific set of features, benefits and services provided by sellers to buyers over a long period of time. A brand is an intangible asset that brings premium and added value to the owner. Its carrier is a name, term, symbol, mark or design and its combination used to distinguish the products or services of other competitors. It is a value-added asset. The source comes from the impression formed in the minds of consumers about its carrier. A brand carries more of the recognition of its products and services by some people. It is a product derived from the mutual running-in between the brand owner and the customer's purchasing behavior.
The value of a brand includes user value and self-worth.
The function, quality and value of the brand are the user value elements of the brand, that is, the three internal elements of the brand; the brand's popularity, reputation and popularity are the self-value elements of the brand, that is, the three external elements of the brand. elements.
The user value of a brand depends on the three internal factors, and the self-worth of the brand depends on the three external factors.
Misunderstanding
All sectors of society are talking about brands. Companies want 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 is also spreading the word. Various brand concepts. However, there are many misunderstandings in the current corporate brand concept. Many business operators and marketers do not have a clear understanding of the brand. They believe that the shaping and construction of the brand is just the creativity of the brand value and communication language, and is just the conduct of promotional activities, resulting in its shaping. The brand's behavior is vague and arbitrary, and the brand results produced are naturally unsatisfactory. The company has not established a mechanism to compare and evaluate brand promises and fulfillment. The inconsistency between what an enterprise promises and what it fulfills will lead to deviations and dislocations in the enterprise's brand building and construction process. There are many examples of misaligned promises and fulfillment among big brands in all walks of life on the market.
Brand and Trademark
Trademark and brand are concepts in two different fields and are easily confused. In daily work, many people use these two terms interchangeably. It is even mistakenly believed that the symbol marked with a trademark becomes a brand. If this is the case, then all trademarks registered with the Industrial and Commercial Bureau can be called brands.
In fact, the two are both related and different.
China is a country with big trademarks, but China is also a country with weak brands. There are only a handful of Chinese brands among the 100 most valuable brands in the world. It can be seen that trademarks and brands cannot be equated. They refer to the same thing from different perspectives. They are closely related but also different. In life, many people often confuse these two concepts, thinking that a trademark becomes a brand after registration. In fact, it is a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall.
The word brand comes from the ancient Norwegian word brandr, which means "brand" in Chinese. At that time, Western nomadic tribes put different brands on their horses to distinguish their property. , which is the original way of naming products and is also the source of the modern brand concept. In 1960, the American Marketing Association (AMA) gave an earlier definition of brand: A brand is a name, term, mark, symbol, design, or a combination thereof, with the purpose of identifying a seller or product. A seller's products or services and differentiate them from those of competitors.
A trademark refers to a brand or part of a brand that applies to the trademark registration agency in accordance with legal procedures. After review, it is approved and the exclusive right to trademark is granted. Trademarks are protected by law. Anyone without the permission of the trademark registrant can They may not be imitated or used. It can be seen that the connotation of the brand is broader.
If the brand is compared to a huge iceberg, the trademark is only a small part of the iceberg that emerges from the water.
Trademark is an integral part of the brand. It is just the logo and name of the brand, which is easy for consumers to remember and recognize. But the brand has a richer connotation. The brand is not just a logo and name, but also contains vivid spiritual and cultural content. The brand embodies people's values, symbolizes people's identity, and expresses people's feelings.
Brand naming and logo design are only the first steps in brand establishment. To truly create an excellent brand, we also need to carry out various tasks such as brand research and diagnosis, brand planning and positioning, brand communication and promotion, and brand adjustment and evaluation. It is also necessary to improve the brand's visibility, reputation, and loyalty, accumulate brand assets, and persevere year after year, adhere to its brand positioning, and keep its promises to consumers, so that the brand image can be deeply rooted in the hearts of the people and last for a long time.
Although trademarks and brands are both marks of goods, trademark is a legal term, and brand is an economic term. Only when a brand touches the hearts of consumers can it generate market economic benefits. At the same time, only after a brand is registered in accordance with the Trademark Law can it become a registered trademark and be protected by law to avoid infringement and imitation by any other individual or enterprise.
In terms of ownership, the trademark is in the hands of the registrant, while the brand is rooted in the hearts of consumers. The ownership of a trademark is in the hands of the registrant. The trademark registrant can transfer and license his trademark, and can use legal means to prevent others from infringing on the use of his trademark. But brands are rooted in the hearts of consumers. The huge value and market appeal of a brand comes from consumers’ trust, preference and loyalty to the brand. If a brand loses its credibility and the trust of consumers, the brand will be worthless. . Because of product quality problems, consumers' trust was lost. Although it was successful for a while, it could not escape the fate of rapid destruction. Therefore, brand management is essentially a company that continues to carry out in the minds of consumers. A large amount of credit deposits that can be successfully recovered in the future is to build a commercial credit treasure house that is "established in the present and contributes to the future."