If you are confused on the What is the brand.docVIP

 PAGE \* MERGEFORMAT 11 If you are confused on the ‘What is the brand’ Brand definition of chaos The concept of the brand very little can be accurately defined and understood. ‘Marketing Management’ Kotler, author of that brand is a name, term, symbol or design, or the sum of the above, the purpose is to make their own product or service different from other competitors. A well-known advertising agency that: the brand is the image. A consulting company that the brand is the relationship between products and consumers, the brand’s growth process is the relationship between products and consumers of the development process. I have also heard various different definitions, such as brand commitment, brand experience, brand awareness ... ... Around these various definitions, with the same variety of brand theory, an explanation for the phenomena, and summarized a certain way to guide the practice of brand building. However, precisely the complex real world, a variety of brand definition, and even authoritative, has been widely quoted and believed in the brand concept is also unable to explain the phenomenon, there can not make it justified examples. Let us first of the Division to challenge the old definitions: If the brand is simply to distinguish the case, then why the brand will have a value? The same product, through the different brands ‘distinction’ Why are marked after the different prices, but some people are willing to pay for it? If the brand is the image, then the image then what is it? The relationship between image and the products what is it? This image is present in the minds of consumers, or the enterprise has it? If the brand is a relationship, then the product should be placed on the brand name and logo of the meaning there? Why are companies willing to invite star as a spokesperson for the promotion of the product, rather than spend the money directly to consumers in order to better improve the relationship with consumers? Or simply dire