做品牌的基础方法(国外英语资料).doc

做品牌的基本方法 In our country, the appearance of the word brand should come before brand, for the most popular interpretation of the famous brand is well-known brand, it is the product of our country specific economic environment; In general, the average consumer understanding of famous brand, it is a pity that many enterprise people think so, too, these enterprises who hang brand in the mouth every day, but they didnt understand what is the brand, more do not know how to do and how to manage the brand? First, recognize the brand Brand of the English word of Brand, from the old Norse word Brandr, meaning is burning, when people use the burning tag in a way that pigs, cattle, sheep and so on need to distinguish with other peoples private property; With the development of commercial competition and retailing form constantly changes, the meaning of brands is becoming more and more rich, the study also more and more deep, even formed a specialized research subject -- brand knowledge. Marketing academia currently do not have a unified understanding of the brand essence view, more respected in the industry is the marketing expert Philip kotler definition of brand: brand is a name, term, mark, symbol or design, or their mutual combination, to identify the enterprise to provide one or a group of consumer product or service, and distinguish it from the product or service and competition of hand. As brand experts dig deeper into brand research, it also extends some branding concepts: 1. Brand personality: refers to the brand shows the characteristics of human, it is an important part of brand recognition, there is no life can make a product or service has the personality quality, and enrich the connotation of the brand. 2. The product brand positioning: focus on targeted psychological feelings, to system design of brand image, on the basis of the psychological characteristics of target customers, design the product properties and spread the brand value, thus the eye the consumers