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一、何谓品牌?在《牛津大辞典》中,品牌被定义为:“用来证明所有权,作为质量的标志或其他用途。”按照美国市场营销协会(AMA)的定义,品牌是用以识别某人或某群销售者的产品或劳务,并使之同竞争对手的产品和服务相区别的名称、术语、标记、符号或设计及其组合。至今,这一定义已被广泛接受。在我国,与品牌相关的概念还有许多,包括“商号”、“牌子”、“徽标”、“标识”等。二、品牌的内在含义上面讲的品牌是符号化、有形的一面。实际上,品牌还有无形的一面,即有形符号所表达或隐含的意义。品牌是依附在产品身上的符号,而这个符号代表
First, what is a brand? In the Oxford Dictionary, a brand is defined as: “Used to prove ownership as a mark of quality or otherwise.” According to the American Marketing Association (AMA), the brand is used Names, terms, marks, symbols or designs that identify a person or a group of sellers ’products or services and differentiate them from competitors’ products and services, and combinations thereof. So far, this definition has been widely accepted. In our country, there are many concepts related to the brand, including “firm ”, “brand ”, “logo ”, “logo ” and so on. Second, the intrinsic meaning of the brand Speaking above the brand is a symbolic, tangible. In fact, there are intangible aspects of the brand, the meaning expressed or implied by tangible symbols. Brand is attached to the product’s body symbol, and this symbol represents