On the corporate brand strategy.docVIP

 PAGE \* MERGEFORMAT 20 On the corporate brand strategy 1. Brand meaning and significance of branding 1. The meaning of the brand and the related concept of Commodity has its own name, product name, such as automobiles, refrigerators, beverage, computer, etc., commodities Name is the generic name of goods, merchandise things, generic names in addition there should be trade names, and this is the brand. For example, General Motors, Haier refrigerator, uniform iced tea, Lenovo computers, including General Motors, Haier, unity, Lenovo is a brand of goods. Brand (brand) is a comprehensive and complex concept, is a trademark, name, packaging, pricing, history, reputation, symbols, advertising style, the sum of the invisible. American Marketing Association (AMA) who have the brand to make such a definition: the brand is a name, term, sign, symbol, or design or combination of them, since the purpose is to identify a particular seller or a group of sellers of products or services, make it with a competitor’s product or service relative to distinguish. And brand-related concept of brand names, brand logos and trademarks. Brand name refers to the brand can be expressed in language sounds the part, such as General Motors, Haier, uniform, Lenovo, etc.; brand identity, refers to the brand can be identified but can not pronounce both words to express the part, such as symbols, patterns, or specialized Design colors and fonts, more well-known logo has large arches of McDonald’s Jinse M, Coca-Cola’s red and white streamers, Flower Prince Rabbit, Miss MGM lion and so on.Hand, is a registered trademark protected by law as part of the brand, corporate brand through the necessary legal registration procedures as a trade mark, enterprises get the brand name and brand identity of the exclusive right to use. It is not just a sign of a commodity, more importantly, as a kind of corporate image and presence. 2. Brand layered In essence, the brand is to represent the manufacturers