中小企业品牌突围系列六突破认知谜局的品牌概念（The small and medium-sized enterprise brand breakthrough breakthrough puzzle series six cognitive brand concept）.docVIP

中小企业品牌突围系列六突破认知谜局的品牌概念（The small and medium-sized enterprise brand breakthrough breakthrough puzzle series six cognitive brand concept） In order to better understand the concept of brand and the concept of brand strategy, we must begin with the definition of brand and brand strategy at the beginning of this book. On the basis of understanding the concept of brand strategy, we define the brand strategy management. For the understanding of brand strategy, I think we should take the brand strategy to separate the word understanding, is to explain the definition of brand, the strategy of decomposition, so that the overall concept of brand strategy is very clear. Analysis of brand concepts, such as the concept of the brand there are several: AMA on the definition of the brand is mainly from the perspective of the original meaning of the brand, brand name, is used to identify one or a group of products and services of the terminology, symbol, mark or design and combination, and other competitors to distinguish goods and services. Kotler for the definition of brand: brand is a name, term, mark, symbol or design, or combination of them, its purpose is to identify a seller or a group of sellers of products or services, and the competitors products and services to distinguish. From these two definitions, we can see that the two brands focus on the differences in brand building. For brand association, value-added and other aspects of the content is not deep. We found in the study at home and abroad to create a strong brand in the process, they are through the strong brand recognition, establish a clear, personalized and appeal of the Lenovo brand in the minds of consumers. Therefore, the definition we give is..: The brand is highly differentiated products, enterprises, personality, symbol recognition and marketing and business activities, effective docking, transmission of rich and directional focused brand information, establish clear, rich, personalized brand Lenovo in the m