Brands can be divided into different categories according to different standards:

1. According to the brand’s popularity and radiation area, brands can be divided into regional brands, domestic brands, and international brands. , global brand.

Regional brands refer to brands produced and sold in a smaller region, for example, specialty products produced and sold regionally. These products are generally produced and sold within a certain range, and the product radiation range is not large, mainly affected by product characteristics, geographical conditions and certain cultural characteristics. This is a bit like the local opera Qin Opera is mainly in Shaanxi, Jin Opera is mainly in Shanxi, and Yu Opera is mainly in Shanxi The phenomenon of Henan et al.

Domestic brands refer to products with high domestic reputation, products radiating across the country and sold nationwide. For example, computer giant Haier; cigarette giant Hongtashan; beverage giant Wahaha. International brands refer to brands that have high visibility and reputation in the international market and whose products radiate around the world, such as Coca-Cola, McDonald's, Marlboro, Mercedes-Benz, Ericsson, Microsoft, Pierre 6?1 Cardin, etc.

2. Classification according to different links in the production and operation of brand products

Brands can be divided into manufacturer brands and operator brands according to the links in product production and operation. Manufacturer's brand refers to the brand designed by the manufacturer for the products it manufactures. Dealer brands are brands created by dealers based on their own needs, understanding of the market, and the needs of corporate development. There are many manufacturer brands, such as SONY, Mercedes-Benz, Changhong, etc. Distributor brands such as "Sears" (department stores such as "Wangfujing"), etc.

3. Classification according to brand source

Based on the source of the brand, brands can be divided into private brands, foreign brands and grafted brands. Private brands are created by enterprises based on their own needs, such as Honda, Dongfeng, Forever, Motorola, Quanjude, etc. Foreign brands refer to brands acquired by enterprises through franchising, mergers, acquisitions or other forms. For example, Unilever acquired the Beijing "Jinghua" brand, and Hong Kong Dickson Group acquired the French famous brand S.T. Dupont. Grafted brands mainly refer to new products bearing the brands of both parties formed through joint ventures and cooperation, for example, Qindao-Liebherr.

4. Divide according to the length of the brand's life cycle

According to the length of the brand's life cycle, it can be divided into short-term brands and long-term brands.

Short-term brands refer to brands whose brand life cycle lasts for a short period of time. For some reason, they are short-lived or last for a while in the market competition.

A long-term brand refers to a brand whose brand life cycle changes with the product life cycle, but can still endure and stay young forever. For example, the time-honored brands in history; Quanjude, Neilian Sheng, etc. There are also some world-renowned brands that have been developed for a long time, such as Coca-Cola, Mercedes-Benz, etc.

5. According to the domestic or export sales of brand products

According to whether the product brand is targeted at the domestic market or the international market, the brand can be divided into domestic sales brands and export brands. Since there are huge differences in macro-environments such as laws, culture, and technology among countries around the world, a product has different brands in different national markets, and there are also separate brands in the domestic market. The division of brands into domestic brands and export brands is detrimental to the overall corporate image, but it has to be adopted due to historical, cultural and other reasons. The impact of internationalization should be taken into account when naming new brands.

6. Classification according to brand behavior

According to the different industries of brand products, brands can be divided into household appliance industry brands, edible beverage industry brands, daily chemical industry brands, and automotive machinery. There are several categories such as industrial brands, commercial brands, service industry brands, and network information industry brands.

In addition to the above classifications, brands can also be divided into strong and weak brands based on the market situation of products or services; based on different uses of the brand, they can be divided into means of production brands; and so on.

7. Classification based on the originality and extension of the brand

According to the originality and extension of the brand, it can be divided into main brands, sub-brands, and sub-sub brands, such as "Haier" Brands now include Haier refrigerators, Haier color TVs, Haier air conditioners... Haier laundry products are divided into Haier Little Prodigy, Haier Energy Saving King... and so on. In addition, brands can also be divided into parent brands, sub-brands, sub-brands... such as Procter & Gamble's Head & Shoulders, Rejoice, Pantene... etc.

8. Classification based on the ontological characteristics of the brand

According to the ontology characteristics of brands, brands can be divided into personal brands, corporate brands, city brands, national brands, international brands, etc. For example, Liu Xiaoqing, Jiang Wen, Zhang Yimou, Wang Nan, etc. are personal brands, Harbin Ice and Snow Festival, Ningbo International Fashion Festival, CBD Festival, etc. are city brands, Pyramid, Great Wall, Eiffel Tower, Statue of Liberty, etc. are national brands, United Nations, Olympic Games, International The Red Cross and others are world-class brands.