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名牌旧题又新作新闻界颇有盛名的艾丰对于“名牌是什么”早有诠释。他说,这个问题似乎非常容易回答,就是大家所熟悉的商标呗!的确,它的直接所指,当然是著名的、驰名的商标。但是,它的内涵是极其广泛而深刻的。名牌,绝不仅仅指商品标记本身,它实际上是商标和产品的统一体。一个名牌的创立,总要走过产品和商标相互作用和相互统一的过程。开始的时候,某一产品出来了,虽然也有商标,但它并不出名;后来,这个产品质量好,或者是服务质量好,于是牌子就跟着出了名。人们就以牌子认产品,凡名牌就代表着好产品。所以,如今“三分天下靠品牌”、“品牌经营”之说,恰恰是生产商、服务商征服市场的真
The brand name of the old title is a new one. The famous journalist Ai Feng has an interpretation of what “brand name” has for a long time. He said that this issue seems to be very easy to answer, that is, everyone is familiar with the trademark! Indeed, its direct reference, of course, is a famous, well-known trademark. However, its connotation is extremely broad and profound. The brand name is not just the product tag itself, it is actually the unity of the trademark and the product. The creation of a brand name always involves the interaction and mutual unification of products and trademarks. At the beginning, a certain product came out. Although it was also a trademark, it was not famous. Later, the product was of good quality, or the service quality was good, so the brand became famous. People recognize products as brands, and brand names represent good products. Therefore, today’s “three-point world depends on the brand” and “brand management” is exactly what manufacturers and service providers have to conquer the market.