2. Brand includes many factors, such as trademark, attribute, name, packaging, style, history, reputation, advertising methods and so on, and contains the quality and harmony of the enterprise and its goods or services. Brand price is based on consumers' perceptual knowledge (impression and experience).
3. Brand is not only the quality commitment of enterprises to consumers, but also the trust of consumers obtained by enterprises.
The original text is as follows >
Nowadays, all walks of life are talking about brands. Enterprises want to make their own brands well. The state has also given a lot of support in policy, and the media is also spreading various brand concepts. However, at present, there are many misunderstandings in our brand concept, and many people's understanding of the brand is not clear, which makes their brand-building behavior vague and random, and the brand result is naturally unsatisfactory.
Products have the value of products and brands.
Enterprises make products, and products have product value; To be a brand, a brand also has brand value. Products can be sold, and brands can also be sold. When consumers buy a product, they get the benefits of the product, while if they buy something with brand value, they will get the benefits of brand value. If the brand can't bring benefits to the consumers, the brand can't be sold. Why should we shape what we don't sell? Just make more products and sell their benefits. Therefore, if we want to build a brand, the brand must have a separate value. Its unique value is different from product satisfaction, and the product meets the needs of consumers' interests. Although brand satisfaction is also desirable, it is more of a desire.
Desire is spiritual satisfaction, and consumers will pay for their own spiritual satisfaction. This satisfaction is to bring consumers goods. Brand brings consumers the emotional value of a spiritual need, and this price is also a benefit.
Brand is actually the crowd emotion of product docking.
I want to understand the brand concept: the brand is actually the emotional needs of the consumer groups corresponding to the product concept. The product brand created by the enterprise should be the concrete embodiment of the emotional value of the consumer of the product. For example, young girls now like Chris Lee in Super Girl, which just shows that the brand elements such as temperament, habit and behavior of Yuchun, a "product", represent the emotional needs of these girls, which leads to value, which is the emotional needs of the group corresponding to Chris Lee, not her own needs. Therefore, a brand is something that satisfies the emotional value of consumers corresponding to products, rather than the trademark, self-packaging or product concept of enterprise products. Now many people have misunderstandings in this respect. It is understandable that enterprises have misunderstandings, because China enterprises are just beginning to ponder how to build their own brands. However, it is too wrong for some experts to have such problems. These experts are trying to guide enterprises to make brands, and they are not vague at all.
Brands are not made by themselves.
I think many media have opened up brand columns and asked some entrepreneurs and experts to talk about brands, but they turned a corner. The host of the media didn't know the brand, and finally it became that we wanted to make a big brand, as if we could make a brand like an atomic bomb. Actually, the brand can't be made by itself, it must be recognized by consumers. This recognized value is composed of many elements, and it takes time, because it is not a simple recognition of interest and price, but the recognition of other people's psychological and emotional values.
Simple benefit identification is not brand value.
No consumer says that the brand of an enterprise will only consume according to its emotional value. Good feeling is only a part of emotional value, and it is necessary to accumulate more emotional value to achieve the overall recognition of the brand. Simple interests identify with use value, which is the need of consumers for product interests. The need for brand interests is the emotional demand and desire in the social environment. All these enterprises have to think about how to do it. If the brand is simply an express train to internationalization, what will happen to the corporate brand if it gets on this train? This is too superficial. This is simply
The difference between brand and product 1. Brand refers to consumers' recognition of products and product series.
Second, the characteristics of the brand are as follows:
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Brand is a proprietary brand, which is used to identify the products or services produced or sold. Brand owners have the exclusive right to brand after legal procedures, and have the right to ask other enterprises or individuals not to counterfeit or forge.
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Brand is the intangible source of an enterprise. Because brand owners can continuously gain benefits by virtue of the advantages of the brand, they can use the brand's market to develop their image and expand their capital, because we can see the value of the brand.
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The expressive brand of a brand is the formal capital of an enterprise. It does not have an independent entity and does not occupy a room, but its original purpose is to remember a product or enterprise through a form that is easy to remember. Therefore, a brand must have a material body and need to express itself through a series of material carriers to make the brand stylized.
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The brand's Zhang Xing brand has the identification function, which represents a product and an enterprise. Enterprises can use this advantage to show the brand's ability to open up the market, and can also help enterprises expand by using brand capital.
3. A product refers to anything that can be provided to the market, used and consumed by people, and can meet certain needs of people, including tangible goods, intangible services, organizations, ideas or their combinations.
Four, the product is divided into three levels:
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Core products: products bring basic benefits and utility to buyers, and the use value of products is what customers really want to buy. It is the most basic and main part in the overall concept of products.
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Formal product: the form by which the core product is realized, that is, the appearance of the entity or service provided to the market.
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Additional products: customers buy products.
What is the difference between a brand and a product? "Brand" in a broad sense is an intangible asset with economic value, and its differences are expressed by abstract, unique and recognizable mental concepts, thus occupying a certain position in people's knowledge as a comprehensive reflection.
The narrow sense of "brand" is a kind of "standard" or "rule" which has both internal and external characteristics. It is a general name of an identification system that is unique, valuable, long-term and cognitive by standardizing and regularizing the concept, behavior and vision. This system is also called CIS(corporate identity system).
Product refers to anything that can be supplied to the market, used and consumed by people, and can meet people's needs, including tangible things, intangible services, organizations, ideas or their combinations.
Generally speaking, products can be divided into three levels, namely, core products, formal products and extended products.
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Core products refer to the direct benefits and utility provided by the whole production to buyers.
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Extended product refers to a series of additional benefits provided by the whole product to customers, including the benefits given to consumers in the field of consumption such as transportation, installation, maintenance and certification.
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Formal products refer to the physical appearance of products in the market, including the quality, characteristics and manufacture of products.
What is the difference between a brand name and a product name? For example, thank you! Brand is a well-known brand made by an enterprise or company by its strength, and the product name is a general concept, such as laundry, which is a useful product name. Many companies produce washing powder with a new name, such as Libai, which
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What do TM and R mean after the brand of goods? TM behind the brand of goods is the abbreviation of English trade mark, which means business mark in Chinese, that is, the meaning of trademark. Any brand with TM mark means that the brand name has been registered with the General Administration of Trademarks, and its function is to tell people that the graphic text marked by it is the mark of this commodity or service, not the name, and it is not advertised.
The R behind the brand of a commodity is the abbreviation of English register, which means registration in Chinese. When a commodity or service is marked with this mark, it means that this mark, whether text or graphics is a registered trademark, is protected by national laws, and no other individual or organization can do it without authorization.
What is a brand? After reading the last few answers, I think people have a misunderstanding that brands are not equal to trademarks.
Then what is a brand? What are the essential elements of a brand?
The word brand comes from old Norwegian. "brandr" means branding. To distinguish products (including services) of different producers.
Many people often regard trademarks as brands. In fact, trademarks and brands are essentially different. Marks which are used by trademark producers and operators on the goods or services they produce, manufacture, process, select or receive, and which distinguish the sources of goods or services, are composed of characters, figures or their combinations, and have distinctive features.
We believe that a trademark is not equal to a brand. This can be understood from the following aspects: 1. The brand was still formed when the merchant was registered. What we registered in the State Administration for Industry and Commerce is a trademark, not a brand. 2. When the brand disappears or when the enterprise owning the brand goes bankrupt, the trademark can still be effective. For example, when the Qin Chi wine brand disappears, the "Qin Chi" trademark is still valid. 3. Trademarks can be registered and protected, while brands cannot be registered or legally protected. Brand protection can only be indirectly and limited by registering trademarks and applying for intellectual property protection. 4. Brand is the brand in consumers' mind.
We say that famous brands are not brands. Let's take a look at these famous brands in China:
China TV station has won the bidding for advertisements over the years.
1. A famous brand only represents a wide range of fame, while the brand represents more, such as awareness, reputation, loyalty, trust, follow-up and persistence. 2. A brand must be a famous brand, but a famous brand is not necessarily a brand. In other words, the brand must have a wide range of popularity, and popularity is not necessarily a brand. 3. Famous brands are selected, and brands can be selected. 4. The relationship between famous brands and brands is just like the relationship between celebrities (or celebrities) and heroes. Hitler is a famous man, but he is not English. Confucius banquet wine is a famous brand, but it is not a brand.
American Marketing Association (AMA) defines a brand in 1960: a product is a name, noun, mark, symbol or design, or a combination of them, and its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors.
When we enter the information society, the definition of brand in the industrial society is undoubtedly inaccurate and incomplete. In order to avoid confusion with "trademark" and "font size", we regard the brand under discussion as the "ultimate brand".
The ultimate brand is the ultimate quality of products, the ultimate result of corporate culture, and the embodiment of customer interests. The ultimate brand must have the following nine basic elements:
First, the ultimate brand must have enough quality to guarantee the ultimate brand's confidence to consumers, provide stable and effective performance that consumers expect, and provide continuous and good (after-sales) service. Case: Barker is very picky about choosing coffee beans, from variety to origin to particle shape, and every node has strict standards; Starbucks will never allow coffee beans that have not been strictly evaluated by experts to enter the market. Its coffee evaluation experts should evaluate more than100,000 cups of coffee every year to ensure the quality, select coffee beans by cup evaluation method, and then determine the accurate roasting degree, so that the unique taste of each coffee can be completely released. Dick's slogan is: Give full play to the flavor of each coffee. The last step is to sell steaming coffee to customers together with the standard service model. Second, the ultimate brand must be personalized. The reason why a brand becomes a brand must have an extremely distinctive "personality". This unique "personality" firmly attracts consumers and makes people unforgettable and impressed. Case: Li Ning lost his personality when he said, "We want our products to surpass Nike". Li Ning keeps saying, "It's better to be yourself than to be others" and "China people need their own sports brands", but in action, they always follow Nike's strategy. Nike advocates "Just do it", and Li advocates "sports I exist"; Nike mentioned "I can" and Li Ning advocated "Anything is possible"; Li Ning's sports ideas are almost another copy of Nike in China. Li's logo is also very similar to Nike's logo. Many people think that Li Ning's brand image is simply the Chinese version of Nike. Third, the ultimate brand is a huge carrier of commodity information. Brand information includes technical information and functional information such as brand quality, design, technology, packaging and use; It also includes institutional information such as legal environment, intellectual property trademark protection environment, public opinion and advertising communication; It also includes cultural information such as industrial culture, national habits, symbolic value and information content. Brand has not only the use value and exchange value of goods, but also the symbolic value, that is, information value, and it is the most important value. The symbolic value of brand is the root of wealth creation through immaterial production in the information age. The symbolic price of brand has become a kind of market right, and the establishment of new market game rules makes the "market right" shift from material and energy as the center to information and integration as the center. As the carrier of information and culture, brand symbol value is increasingly becoming a dominant force in the market, which controls consumers and controls the market with a tangible and intangible force. The influence of brand symbol value not only means market occupation, but also means the spiritual and cultural and ideological and psychological domination of consumers; When it creates market dividends, it guides people's production methods and lifestyles, and guides people's pursuit and social trends. Fourth, the ultimate brand has rich corresponding associations. Consumers buy a brand not only to see the function of the product, but more importantly, when it comes to the brand, it has rich associations, and it is a corresponding association. Product association must be beyond function, and only beyond function can it be long-lasting. Therefore, brand association is the first feature of whether a product transitions to quality. When it comes to McDonald's, consumers think of hamburgers, children and happiness; When we look at Coca-Cola, we think of happiness, fashion, avantgarde and vitality. Unfortunately, Lenovo has no association. Lenovo Computer Company once advertised: "What will happen if the world loses its dream?" However, when we see Lenovo computers, we have no more functions than Lenovo. No wonder Wu Haijun, chairman of Shenzhou Computer, quipped: "If the world loses,
What is brand benefit? Brand effect? What's the difference? This concept seems to be the same ~ I'm just a little ignorant, so I'll talk about brand effect here ~ My feeling is that brand effect also means brand benefit ~ But brand benefit pays more attention to the benefits that a brand brings to the company or enterprise ~ The following ones, I hope to help you ~ Thank you ~
The first point: What is the brand effect?
Brand effect, as its name implies, is the effect brought by a brand to an enterprise, which is the continuation of enterprise value in the industrial society. In the current brand-led business model, a brand means commodity positioning, business model, consumer groups and profit return. Establishing a brand requires the industry to have strong capital integration ability, and the essential side of the enterprise is displayed to the world through the brand. Methods of establishment: advertising, public relations, daily marketing and after-sales and pre-sales services all have a direct impact on brand establishment. Product effect is the use of brand in products, which brings benefits and influences to brand users, and is the role of brand use. Brand is the product of the development of commodity economy to a certain class. The initial use of brand is to make products easy to identify, and the brand has developed rapidly, which is produced under the highly developed conditions of modern and modern commodity economy. Its rapid development lies in the huge economic and social benefits brought by brand use to commodity producers. It is in this context that the brand effect is paid attention to by industries all over the world.
The second point: the analysis of brand effect ~
Brand is logo, and the word brand originated from the nomadic people in Spain, which is different from other people's livestock in exchange, so brand means branding.
Until 1960, a more precise definition of brand was given in the marketing dictionary: it was used to identify the name, term, symbol or design the combination of another group of products to distinguish them from other competitors' products and services.
The connotation of brand is: brand is a symbol of differentiation, which can provide a genuine image and a guarantee of continuity. Second, the brand is a "signal standard".
The brand is like Mona Lisa's smile, everyone can feel her charm, and few people can clearly express it.
So, what is the definition of brand? Brand is not only a symbol structure, a symbol of products, but also a comprehensive reflection and embodiment of the cultural form of industry, products and society; Brand is not only the understanding of enterprise property rights and consumers, but also the relationship between enterprises, products and consumption. The connotation of the brand is culture, and the goal of the brand is customs.
Brand means high quality, reputation, Gao Yi and low cost. Behind the brand is a successful enterprise that has always been invincible in the market competition. In the process of creating and expanding brand coverage, only through the excellent product structure, the revitalization of existing assets, the improvement of technical content and scientific management can the enterprise continue to develop and grow.
Enterprises should have their own brands. Well-known brands are not only intangible assets of enterprises, but also the table of corporate image. Brand is to give customers a satisfactory product and provide warm and thoughtful clothing. The name of the enterprise is synonymous with credibility. This is the * * * knowledge formed by successful entrepreneurs over the years. Shaping the enterprise concept requires all employees to "sincerely think for users, be perfect, and trust users". This idea embodies the core content of enterprise brand strategy. Establishing a perfect enterprise management system is the basic guarantee of brand strategy. Management is a set of effective methods to meet the market requirements.
Brands help to promote sales effectively. Products in product publicity can make enterprises focus on publicity, simple and centralized, with obvious effect and deep impression, which is conducive to making consumers familiar with products and stimulating their desire to buy.
Brand effect is the benefit enjoyed by product operators when they use brands. To achieve good brand effect, an enterprise should not only increase the breadth and depth of brand publicity, but also take improving product quality and strengthening product service as its fundamental means.
Brand is not only an intangible asset, but also a huge wealth. It contains intellectual property rights, corporate culture, and the resulting goods and reputation. Generally speaking, with a brand, it is easy to mold the image of the enterprise. Conversely, if the overall image strategy of the enterprise is further promoted on the basis of the brand, it will be more conducive to the expansion and extension of the brand.
Intensive management and collectivization of enterprises, even mergers and groups among enterprises, are becoming a hot topic of concern with the deepening of state-owned economic reform. In the process of collectivization development, it is necessary to deal with the relationship between economic regulations and economies of scale and pay attention to the improvement and optimization of efficiency.
The advantageous position of brand advantage in the competition is gradually recognized by people in the industry. If small and medium-sized enterprises do not have technical Excellence and professional characteristics in technology, it is difficult to stand firm in the future competition. Nowadays, the competition among enterprises is increasingly manifested in product competition and brand competition. But building a brand is by no means an overnight success, so joining a product with high reputation in the market is really a shortcut for businesses. Therefore, a successful enterprise will transform the whole set of intellectual property rights, business model, management system and corporate culture into capital, so that the cooperation between enterprises will enter the stage of advanced capital operation. However, the chain is not only as simple as charging the joining fee and giving a signboard. The management of international chain is much more complicated than establishing a branch.
What is a brand? How to explain that a brand is an intangible asset that brings a premium and value-added to its owner. Its carrier is a name, term, symbol, memory or design and their combination used to distinguish it from other competitors' products or services. The source of value-added comes from the impression of its carrier formed in consumers' minds. Simply speaking, brand refers to consumers' awareness of products and product series. Brand is a symbol added by manufacturers or distributors to goods. It consists of names, words, symbols, symbols, devices or their combinations. Generally, it includes two parts: brand name and brand logo. "Brand" is not "business". "Brand" refers to the symbol of a product or service. The identification mark of the number refers to the "trademark". The domain covered by a brand must include reputation, products, corporate culture and overall operation and management. Therefore, brand is not a single symbol, but the overall competition of an enterprise or the sum of its competitiveness. Brand includes not only "name" and "logo", but also a series of plane vision system and even stereoscopic vision system. However, it is often narrowed down to the list of consciousness and expectation that people's consciousness revolves around products or services, which becomes an abstract image symbol. Even equate the brand with a specific trademark. The purpose of brand training is to hope that this brand can become a famous brand, so we work hard on product quality and after-sales service. At the same time, the brand represents the enterprise, and the industry must focus on product quality from the perspective of long-term development.
What do you mean by the products to which the trademark belongs? The products to which the trademark belongs refer to what the trademark is specifically used, whether it is clothing, cosmetics, auto parts or bedding.
It is an important link to master the special classification table in patent document retrieval. Countries all over the world generally have their own patent classification tables, and the points adopted are
What is a famous brand product? A famous brand refers to a famous brand, which usually has the following elements:
(1) has a high awareness among the relevant public;
(2) The brand lasts for a long time;
(3) Brand promotion has a long duration, a high degree and a wide geographical scope;
(4) It was once protected as a famous trademark or well-known trademark;
(5) It has become a registered trademark;
(6) Other factors.
Four misunderstandings about famous brands;
Assimilate a famous brand product with a famous brand, etc.
Even the best brand-name products are out of date, because most products have a cycle; But the real famous brand is more valuable as it gets older, and the famous brand is a symbol. Enterprises should strive for brands, not products.
Second, put local famous products in the same name. For example, "Beijing roast duck" is not a famous brand, but a local specialty. It has no trademark or trade name, but a kind of production, which can be applied by anyone; And "Quanjude" is a famous brand and trade name, which is unique.
Third, one-sided emphasis on the popularity of famous brands, and depending on the trust and reputation of famous brands.
198 Qin Chi Winery won the title of CCTV advertisement with 320 million yuan, but the final failure showed that Qin Chi only considered the popularity of the product, ignoring its trust and reputation, because the output of local wine was far from enough, Qin Chi had to blend a lot of white wine from Sichuan.
Fourth, the film believes that small and medium-sized enterprises cannot engage in famous brands.
Famous brands are also a process of continuous elimination, which is dynamic. When Haier/KLOC-0 started to build famous brands in 1985, it was only a small enterprise with a loss of1470,000 yuan, but Zhang Ruimin smashed the brand by "smashing the refrigerator", which improved its popularity, trust and reputation.
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