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品牌,是市场营销学中的一个名词,是用来区别产品或生产者的一个名称、术语、符号、设计或以上四者的组合。与品牌相关的观念有三个,一个是品牌名称,它是指品牌中可称呼的部分;二是品牌标志,它是指品牌中可识别但无法称呼的部分;三是商标,它是指注册受法律保护的品牌或品牌的一部分。广播所面对的文化市场,还不是一个很规范的市场,广播品牌作为精神产品和严格市场条件下的商品品牌不完全相同。例如广播节目还没规范的注册机制。但是在品牌的精神特质和所起的作用上,广播品牌和一般的商品品牌是一样的,即品牌是一种感觉,不仅可以用来辨认,“更可以替产品创造一种精神上的氛围,使得产品具有一种人性的气质与感觉”,并以此与消费者(在广播就是听众)建立起一种联系。
A brand, a noun in marketing, is a name, term, symbol, design, or a combination of the four used to distinguish a product or a producer. There are three concepts related to the brand, one is the brand name, which refers to the part of the brand can be called; brand logo, it refers to the brand can identify but can not be called part; Third, it refers to the registration by Legal protection of the brand or part of the brand. The cultural market faced by broadcasting is not yet a very standardized market. As a spiritual product, the broadcasting brand is not exactly the same as a commodity brand under strict market conditions. For example, radio programs have not standardized the registration mechanism. However, in terms of the brand’s spirit and function, the broadcasting brand is the same as the general commodity brand. That is, the brand is a feeling that can be used not only to identify but also create a spiritual atmosphere for the product, Making the product has a human temperament and feeling ", and thus consumers (in radio is the audience) to establish a link.