Name and brand.doc

 PAGE \* MERGEFORMAT 7 Name and brand Many people think they own the brand, in fact, he has only a name. Name Name is a noun. Or a noun of the adjective. Everyone has a name, each country has a name, each company, community organization has a name, every supermarket, shopping malls have a name, and even roadside restaurant also has a part of their own name. In order to monopolize the name, some names up (of course, some names are not registered. The basis of the brand name, but not the brand name. Name and only one condition can be transformed into the brand, is “by name to distinguish itself and others,” the hope into reality - into the mind, separate in the mind rather than in any other place. Legally registered name, that only the first step, the key is in the mind of potential customers to register names. Not only the name itself, exclusive, and exclusive representative of the category behind the name, characteristics, concept. Brand Brand, Kotler In “lt;marketing MANAGEMENT”gt; in the definition is: the brand is a name, term, mark, symbol or design, or combination of them use, which aims to identify a particular person or group sales consumer product or service, and make the same distinction between competitors. Kotler point that the brand is long-term sales to the purchaser who provided a specific set of features, benefits and services. Kotler’s brand definition is not wrong, but we all know, can not we have any actual marketing practice guidance. Positioning theory is that the brand is a category or a representative of a trait category. Unity - the eyes of your potential customers a single view or concept - is the brand most important attributes, the brand of the most important function is customer buying behavior, brand strongly affect the price customers are willing to spend more to buy it. In most cases, the representative of the category or brand this feature is expressed in one word, the brand have become the brand because t