A broad sense of "brand" is an intangible asset with economic value. It expresses its differences with abstract, unique and recognizable mental concepts, thus occupying a comprehensive reflection in people's consciousness. Brand building is long-term.

a narrow sense of "brand" is a kind of "standard" or "rule" with both internal and external characteristics. It is a general name of an identification system that makes it unique, valuable, long-term and cognitive by standardizing and regularizing the concept, behavior, vision and hearing. This system is also called CIS(corporate identity system).

Extended materials

The most lasting meaning and essence of a brand is its value, culture and personality; Brand is a commercial term. After the brand is registered, it forms a trademark, and the enterprise is protected by law and has its exclusive right. Brand is the result of long-term efforts of enterprises and the intangible carrier of enterprises.

in order to profoundly reveal the meaning of the brand, we need to look at it from the following six aspects.

1. Attribute: The brand represents the attribute of a specific commodity, which is the most basic meaning of the brand.

2. Benefits: The brand not only represents a series of attributes, but also embodies certain specific benefits.

3. Value: The brand embodies some sense of value of producers.

4. culture: the brand is also attached to a specific culture.

5. Personality: The brand also reflects a certain personality.

6. users: brands imply the types of consumers who buy or use products.

based on the above six levels of brand meaning, marketing enterprises must decide the depth level of brand characteristics.

reference brand (noun vocabulary) _ Baidu Encyclopedia?