On the corporate brand management.docVIP

 PAGE \* MERGEFORMAT 17 On the corporate brand management Content questions should be For the product, the more people are known; for the brand, may be a smattering of knowledge; As for the brand, people have been getting familiar with but know little about. O Stephen King said: “The product is manufactured at the facility what brand is what consumers buy.” Walter, founder of the Rand Corporation, Mr. o Rand said: “The factory manufactured products, creating a true spirit brand.” Products more are mostly physical in nature, while the brand is more of psychological in nature. 1, corporate branding and brand strategy 1, the brand’s meaning and role of the Brand is the producer, the operator in order to identify their products in order to distinguish it from competitors, identify consumer awareness and adoption of a significant mark. The brand can be a name, a term, a symbol, a symbol or design, it can be a combination of a number of factors mentioned above. In other words, the brand is used to distinguish different companies, different products, text, graphics or text, graphics and other organic combinations. Now, the brand is no longer just a mark. In accordance with the authority of Marketing P · Doyle say, the brand is “a name, logo, graphic or their combination, to distinguish between different company’s products.” P *费尔德维克on the brand’s explanation is: “brand is by a guarantee of the creation of intangible assets badge. “费尔德维克is the famous advertising agency BMP’s executive director. In the past approximately 20 years, the company pioneering the use of more comprehensive research techniques to understand the relationship between consumers and brands. It should be noted that the费尔德维克called “brand” is no longer the same as “mark”, but as the meaning of a broader, more abstract concepts. It is a? Quot; badge “or mark the creation of the” intangible “ In other words, trademarks, brands are