如果你困惑于“什么是品牌”(国外英文资料).docVIP

如果你困惑于“什么是品牌”(国外英文资料) Confusing brand definition The concept of a brand is rarely defined and understood. Author of marketing management, kotler thinks that brand is a name, term, symbol, or design, or the sum of the above, the purpose is to make your product or service is different from the other competitors. A famous advertising agency believes that brands are images. A consulting firm that brand is the relationship between products and consumers, the brands growth process is the development of the relationship between products and consumers. Ive also heard a variety of different definitions, such as brand commitment, brand experience, brand recognition... Around these various definitions of the same variety of brand theory explanation for a variety of phenomena, and summarizes some methods to guide the practice of brand construction. But, on the complex in the real world, all kinds of brand definition, even the authority, widely cited and believe in the brand concept also have unexplained phenomena, there are unable to make its justify instance. Lets start by challenging the definition of coe: if the brands role is just to distinguish it, why is it worth it? The same product, after a different brand distinction, why mark different prices, and someone willing to pay for it? If the brand is image, what is the image? What is the relationship between image and product? Does this image exist in consumers minds, or do they have it? If the brand is the relationship, then what is the meaning of the brand name and logo on the product? Why companies are willing to invite star as a spokesperson for product promotion, rather than spend the money directly to consumers in order to better improve the relationship with the consumer? Or is it a direct reduction in the price of a product, not a better way to reward consumers and maintain consumer relations? ... Whenever I see a new brand definition, I put it in the frame of practice, but the results of the test often fail to sati