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企业品牌形象早在20世纪50年代就已提出,但到现在为止还没有建立起一个关于品牌形象的科学的权威的概念。企业品牌形象如今,最具代表性的品牌形象的定义有如下几种:第一种是斯格特定义,即消费者对某一品牌的信念也即消费者心中的品牌形象。对消费者来说,品牌不仅仅是用以区别商品,它同时也是一种象征,超出了文字本身的意义。对生产者而言,品牌也不仅仅是区别标志,而且是在技术和功能的支持下建立起来的商品和消费者之间的关系:消费者对商品的了解、喜爱甚至尊重,就是品牌形象。卫斯里认为品牌
As early as the 1950s, corporate brand image was proposed, but until now no concept of scientific authority on brand image has been established. Corporate brand image Today, the definition of the most representative brand image is as follows: The first is the definition of Skirt, that is, the consumer’s belief in a brand, that is, the brand image in the minds of consumers. To consumers, the brand is not only used to distinguish between goods, it is also a symbol, beyond the meaning of the text itself. For producers, the brand is not only a sign of distinction, but also the relationship between the product and the consumer that is built up with the support of technology and function: the consumer’s understanding, preference and even respect of the product is the brand image. Wesley think the brand