The connotation of brand includes interests, attributes, personality and culture.

Brand is a Chinese word that refers to consumers’ awareness of a certain type of product and product series. The essence of a brand is that the brand owner's products, services or other advantages over competitors can bring equal or higher value to the target audience than competitors. The values ??include: functional benefits and emotional benefits.

In a broad sense, "brand" is an intangible asset with economic value. It uses abstract, unique, and identifiable mental concepts to express its differences, and thus occupies a certain position in people's consciousness. . Brand building is long-term.

Meaning

In the narrow sense, "brand" is a "standard" or "rule" that has both internal and external aspects. It is based on the four aspects of concept, behavior, vision, and hearing. A general term for an identification system that is standardized and regularized to make it unique, valuable, long-term, and cognitive. This system is also called the CIS system.

Kotler, the father of modern marketing, defined in "Marketing" that a brand is 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 premiums and added value to the owner. Its carrier is a name, term, symbol, mark, or name used to distinguish the products or services of other competitors. The source of added value of design and its combination comes from the impression of its carrier formed in the minds of consumers.

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.

Connotation

The most lasting meaning and essence of a brand is its value, culture and personality; brand is a business term. After the brand is registered, it forms a trademark, and the enterprise obtains legal protection and owns it. Exclusive rights; brand is the result of an enterprise's long-term efforts and is the intangible carrier of the enterprise.

Value

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 loyalty are the self-value elements of the brand, that is, the three external elements of the brand. The user value of a brand depends on the three internal factors, and the self-value of the brand depends on the three external factors.