Brand learning Chapter I- Introduction to the brand.doc

 PAGE \* MERGEFORMAT 37 ‘Brand learning’ Chapter I: Introduction to the brand Today’s society is a competitive society, while the global economy is basically in a buyer’s market. The case of China, with the deepening of reform and opening up the economy rapid development, China has also in a buyer’s market. What is a buyer’s market is simply supply and demand, China’s current products on the market very rich culture and entertainment, tourism services are endless. As a buyer’s market, supply exceeds demand, the heterogeneity of the product or service decreases, the difference is very obvious, especially from the core function of the difference is almost zero. For example, today’s appliances battle, various brands of color TV, regardless of their brand is Changhong, Haier, Konka, Skyworth, Sony, Philips or otherwise, are the core functions of color TV transmission of information, entertainment and life; another example, washing machines, regardless of their brand is the Little Swan, Haier, or Rongshida, Panasonic or other washing machines the fundamental role of the core functions are to reduce the burden of household chores, in this great and abundant commodities, the difference not obvious under the conditions of a buyer’s market, enterprises or their products how to establish its own special characteristics to differentiate with competitors, how to attract users to its own distinct personality? Here we will lead out a road to success: creating a unique product brand to brand and promote consumption. To understand the brand, establish a brand, we need to understand some of the brand’s basic theory, basic methods, and establish a basic awareness of the brand. Brand Interpretation Section To talk about the brand and the brand is first necessary to a clear understanding of related concepts. In addition to these concepts ‘brand’ in addition, there are some, such as ‘brand’, ‘mark’, ‘brand’, ‘well-known trademark’, ‘registered trademark’ and so on. First, the