Brand is an identification symbol, a spiritual symbol, a value concept and the core embodiment of excellent quality. The process of cultivating and creating brands is also a process of continuous innovation. Only with the power of innovation can we be in an invincible position in the fierce competition, and then consolidate the original brand assets and participate in the competition at multiple levels, angles and fields.

Brand refers to the company's name, trademarks of products or services and other intangible assets that can be distinguished from competitors' signs and advertisements, which constitute the company's unique market image.

At present, there are many definitions of brand in the theoretical circle, which are listed as follows:

1. brand refers to the tangible and intangible comprehensive performance of an organization and its products or services. Its purpose is to identify the products or services of the organization and distinguish them from those of competitors.

2. Brand is a name, term, mark, symbol or pattern, or their mutual combination, which is used to identify the products or services provided by an enterprise to a certain consumer or a group of consumers, so as to distinguish them from those of competitors. (Dr. philip kotler, Marketing Expert)

3. "Brand" is a holographic concentration of all intangible assets of an enterprise or brand subject (including cities and individuals), which can be identified by a specific "symbol"; It is the product of the interaction between subject and object, subject and society, enterprise and consumer.

Brand overview

The intensification of competition makes the brand problem stand out.

Generally speaking, a brand is a name, term, mark, symbol or pattern, or their mutual combination, which is used to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors. Closely related to the brand are the following concepts:

Brand name: the readable part of a brand-a combination of words, letters, numbers or phrases. Such as Haier, Double Happiness 1999, TCL, etc.

Brand logo: the silent part of the brand-including symbols, patterns or obvious colors or fonts. Such as the hook shape of Nike, the swan shape of Little Swan, the font of IBM and the standard color of dark blue.

Brand function; It is a way to express brands with human or anthropomorphic logos, such as Haier Brothers, McDonald's, Mickey Mouse and Master Kong.

Trademark: the whole brand, brand logo, brand function or combination of various elements protected by law. When using a trademark, it should be marked with "R" or "Note" to indicate a registered trademark.