What do brands and products mean? What does the product mean?

What does brand mean? 1. Definition: Brand refers to the comprehensive symbol of an enterprise and the goods or services it provides.

2. Brand includes many factors, such as trademark, attribute, name, packaging, style, history, reputation, advertising methods and so on, which contains the quality and harmony of the enterprise and its goods or services. Brand price is based on consumers' perceptual knowledge (impression and experience).

3. Brand is not only the quality commitment of enterprises to consumers, but also the trust of enterprises to gain consumers.

The original text is as follows >

Now all walks of life are talking about brands. Enterprises want to do their own brands well. The state has also given a lot of support in policy, and the media is also spreading various brand concepts. However, at present, there are many misunderstandings in our brand concept, and many people's understanding of the brand is not clear, which makes their brand-building behavior vague and random, and the brand result is naturally unsatisfactory.

Products have the value of products and brands.

Enterprises make products, and products have product value; As a brand, a brand also has brand value. Products can be sold and brands can also be sold. When consumers buy a product, they get the benefits of the product, while when they buy something with brand value, they get the benefits of brand value. If the brand can't bring benefits to consumers, the brand can't be sold. Why do you want to shape what we don't sell? Just make more products and sell more benefits. Therefore, in order to build a brand, the brand must have a separate value. Its unique value is different from product satisfaction, which meets the interests of consumers. Although brand satisfaction is also desirable, it is more of a desire.

Desire is spiritual satisfaction and consumers will pay for their spiritual satisfaction. This kind of satisfaction is what goods bring to consumers. What the brand brings to consumers is the emotional value of spiritual needs, and this price is also a benefit.

Brand is actually the crowd emotion of product docking.

I want to know about the brand concept: brand is actually the emotional needs of the consumer groups corresponding to the product concept. The product brand created by enterprises should be the concrete embodiment of the emotional value of product consumers. For example, young girls now like Chris Lee in Super Girl, which just shows that the brand elements such as temperament, habits and behavior of Yuchun represent the emotional needs of these girls, thus generating value, which is the emotional needs of the corresponding groups in Chris Lee, not her own needs. Therefore, the brand is something that satisfies consumers' corresponding emotional value to products, not the trademark, self-packaging or product concept of enterprise products. Now many people have misunderstandings in this regard. It is understandable that enterprises have misunderstandings, because China enterprises have just begun to ponder how to build their own brands. However, it is wrong for some experts to have such problems. These experts are working hard to guide enterprises to become brands, which is unambiguous.

Brands are not made by themselves.

I think many media have opened up brand columns and invited some entrepreneurs and experts to talk about brands, but they turned a corner. The host of the media didn't know the brand, and finally it became that we wanted to be a big brand, as if we could make an atomic bomb. In fact, brands cannot be made by themselves and must be recognized by consumers. The value of this recognition is composed of many factors, which takes time, because it is not simply the recognition of interests and prices, but the recognition of the psychological and emotional values of others.

Simple benefit identification is not brand value.

No consumer says that the brand of an enterprise will only consume according to its emotional value. Good feeling is only a part of emotional value, and more emotional value needs to be accumulated in order to achieve the overall recognition of the brand. It is consumers' need for product benefits that pure interests identify with use value. Brand interest demand is emotional demand and desire in social environment. All these enterprises should think about how to do it. If the brand is simply an express train to internationalization, what will happen if the corporate brand gets on this train? This is too superficial. This is simply

The difference between brand and product. Brand refers to consumers' recognition of products and product series.

Second, the characteristics of the brand are as follows:

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Brand is a proprietary brand, which is used to identify the products or services produced or sold. Trademark owners enjoy the exclusive right to use trademarks through legal procedures and have the right to require other enterprises or individuals not to counterfeit or forge them.

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Brand is the intangible source of enterprise. Because brands can continuously gain benefits by virtue of the advantages of brands, they can use the market image of brands to expand their capital, because we see the value of brands.

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The expressive brand of brand is the formal capital of enterprise. It has no independent entity and does not occupy a room, but its original purpose is to remember a product or enterprise in an easy-to-remember form. Therefore, a brand must have a material body, and it needs to express itself through a series of material carriers to make the brand stylized.

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The brand's Zhanghang brand has identification function, representing a product and an enterprise. Enterprises can use this advantage to show the brand's ability to open up the market, and also use brand capital to help enterprises expand.

3. Product refers to anything that can be provided to the market, used and consumed by people, and can meet people's needs, including tangible goods, intangible services, organizations, ideas or their combinations.

Four, the product is divided into three levels:

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Core products: products bring basic benefits and utility to buyers, and the use value of products is what customers really want to buy. It is the most basic and important part of the overall concept of products.

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Formal product: the form of core product realization, that is, the appearance of entities or services provided to the market.

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Additional products: products purchased by customers.

What is the difference between a brand and a product? "Brand" in a broad sense is an intangible asset with economic value, and its differences are expressed through abstract, unique and recognizable mental concepts, thus occupying a certain position in people's understanding.

In a narrow sense, "brand" is a kind of "standard" or "rule" with both internal and external characteristics. It is the general name of an identification system that makes ideas, behaviors and visions unique, valuable, long-term and cognitive through standardization and standardization. This system is also called CIS (Enterprise Identification System).

A product refers to anything that can be supplied to the market, used and consumed by people, and can meet people's needs, including tangible things, intangible services, organizations, ideas or their combinations.

Generally speaking, products can be divided into three levels, namely, core products, formal products and extended products.

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Core products refer to the direct benefits and utility provided by the whole production to buyers.

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Extended products refer to a series of additional benefits provided by the whole product to customers, including the benefits given to consumers in the consumption fields such as transportation, installation, maintenance and certification.

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Regular products refer to the physical appearance of products in the market, including the quality, characteristics and manufacturing of products.

What is the difference between a brand name and a product name? Like thank you! Brand is a well-known brand made by enterprises or companies with their strength. The product name is a general concept, such as laundry, which is a useful product name. Many companies produce washing powder with new names, such as Libai.

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What do TM and R mean after the brand? TM behind the brand is the abbreviation of English trade mark, and Chinese means business mark, which means trademark. Any brand with TM logo means that the brand name has been registered with the General Administration of Trademarks, and its function is to tell people that the graphic text marked by it is the mark of the commodity or service, not the name, and no advertising is allowed.

R after the brand is the abbreviation of English register, which means registration in Chinese. When a commodity or service is marked with this logo, it means that this logo, whether in words or graphics, is a registered trademark, protected by national laws, and no other individual or organization can do it without authorization.

What is a brand? After reading the last few answers, I think there is a misunderstanding that brands are not equal to trademarks.

So what is a brand? What are the essential elements of a brand?

The word brand comes from old Norwegian. "brandr" means brand. Distinguish products (including services) from different manufacturers.

Many people often regard trademarks as brands. In fact, there are essential differences between trademarks and brands. Marks used by trademark producers and business operators on goods or services they produce, manufacture, process, select or accept to distinguish the source of goods or services are composed of characters, graphics or their combinations, which have remarkable characteristics.

We don't think trademarks are equal to brands. This can be understood from the following aspects: 1. When the enterprise is registered, the brand is still formed. What we registered in the State Administration for Industry and Commerce is a trademark, not a brand. 2. When the brand disappears or the enterprise owning the brand goes bankrupt, the trademark can still be effective. For example, when the brand of Qin Chi wine disappears, the trademark "Qin Chi" is still valid. 3. Trademarks can be registered and protected, but brands cannot be registered or protected by law. Brand protection can only be indirectly and limited by registering trademarks and applying for intellectual property protection. 4. Brand is the brand in consumers' mind.

We say that famous brands are not brands. Let's take a look at these famous brands in China:

Over the years, China TV Station has won the bid in advertisements.

1. A famous brand only represents a wide range of fame, while a brand represents more, such as popularity, reputation, loyalty, trust, progress and persistence. 2. A brand must be a famous brand, but a famous brand is not necessarily a brand. In other words, a brand must have a wide popularity, and popularity is not necessarily a brand. 3. Famous brands are selected, and brands can be selected. 4. The relationship between famous brands and brands is just like the relationship between celebrities (or celebrities) and heroes. Hitler is a famous man, but he is not English. Confucius banquet wine is a famous brand, but it is not a brand.

The American Marketing Association (AMA) defines a brand in 1960 as: a product is a name, noun, mark, symbol or design, or their combination, and its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors.

When we enter the information society, the definition of brand in industrial society is undoubtedly inaccurate and incomplete. In order to avoid confusion with "trademark" and "font size", we regard the brand in question as the "ultimate brand".

The ultimate brand is the ultimate quality of products, the ultimate achievement of corporate culture and the embodiment of customers' interests. The ultimate brand must have the following nine basic elements:

First, the ultimate brand must have enough quality to ensure the confidence of the ultimate brand in consumers, provide stable and effective performance that consumers expect, and provide continuous and good (after-sales) service. Case: Barker is very picky about the choice of coffee beans, from variety to origin to particle shape, every node has strict standards; Starbucks will never allow coffee beans to enter the market without strict evaluation by experts. Its coffee evaluation experts evaluate more than 6,543,800 cups of coffee every year to ensure the quality. By selecting coffee beans through cup evaluation, and then determining the precise roasting degree, the unique taste of each cup of coffee can be completely released. Dick's slogan is: Give full play to the flavor of every cup of coffee. The last step is to sell steaming coffee to customers together with the standard service model. Second, the ultimate brand must be personalized. The reason why a brand becomes a brand must have an extremely distinctive "personality". This unique "personality" firmly attracts consumers, making people unforgettable and impressed. Case: Li Ning lost his personality when he said, "We want products to surpass Nike". Li Ning keeps saying that "it's better to be yourself than others" and "China people need their own sports brands", but she always follows Nike's strategy in action. Nike advocates "just do it" and Li advocates "exercise and I exist"; Nike mentioned "I can" and Li Ning advocated "anything is possible"; Li Ning's sports concept is almost another copy of Nike in China. Li's logo is also very similar to Nike's logo. Many people think that Li Ning's brand image is simply the China version of Nike. Third, the ultimate brand is a huge carrier of commodity information. Brand information includes brand quality, design, technology, packaging, use and other technical and functional information; It also includes legal environment, intellectual property trademark protection environment, public opinion, advertising communication and other institutional information; It also includes cultural information such as industrial culture, national habits, symbolic value and information content. Brand has not only the use value and exchange value of goods, but also the symbolic value, that is, the information value, and it is the most important value. The symbolic value of brand is the root of wealth creation through intangible production in the information age. The symbolic price of brand has become a kind of market right, and the establishment of new market game rules has made the "market right" shift from the center of material and energy to the center of information and integration. As the carrier of information and culture, brand symbol value has increasingly become the dominant force in the market, controlling consumers and the market with a tangible and intangible force. The influence of brand symbol value not only means market occupation, but also means the domination of consumers' spiritual culture and ideology. While creating market dividends, it guides people's mode of production and lifestyle, and guides people's pursuit and social trends. Fourth, the ultimate brand has rich corresponding associations. Consumers buy a brand not only by looking at the function of the product, but more importantly, when it comes to the brand, it has rich associations and is the corresponding association. Product association must be beyond function, and only beyond function can it last for a long time. Therefore, brand association is the first feature of a product's transition to quality. When it comes to McDonald's, consumers think of hamburgers, children and happiness; When we see Coca-Cola, we think of happiness, fashion, avantgarde and vitality. Unfortunately, Lenovo has no Lenovo. Lenovo Computer Company once advertised: "What would happen if the world lost its dream?" However, we see that Lenovo computers have no more functions than Lenovo. No wonder Wu Haijun, chairman of Shenzhou Computer, jokingly said, "If the world loses,

What is brand benefit? Brand effect? What is the difference? This concept seems to be the same ~ I'm just a little confused, so let's talk about brand effect here ~ My feeling is that brand effect is brand benefit ~ But brand benefit pays more attention to the benefits that a brand brings to a company or enterprise ~ The following, I hope to help you ~ Thank you ~

The first point: What is the brand effect?

Brand effect, as its name implies, is the effect brought by a brand to an enterprise and the continuation of enterprise value in industrial society. Under the current brand-led business model, a brand means commodity positioning, business model, consumer groups and profit return. Establishing a brand requires the industry to have strong capital integration ability, and the essential side of the enterprise is displayed to the world through the brand. Methods of establishment: advertising, public relations, daily marketing and after-sales and pre-sales services all have a direct impact on brand establishment. Product effect is the use of brand in products, which brings benefits and influences to brand users, and is the role of brand use. Brand is the product of the development of commodity economy to a certain stage. The original purpose of brand is to make products easy to identify, and the brand develops rapidly, which is produced under the condition of highly developed commodity economy in modern times. Its rapid development lies in the huge economic and social benefits brought by brand use to commodity producers. It is in this context that the brand effect has attracted the attention of industries all over the world.

The second point: the analysis of brand effect ~

Brand is logo. The word brand originated from the nomadic people in Spain, which is different from other people's livestock in exchange, so brand means branding.

Until 1960, a brand was defined in the marketing dictionary: it was used to identify the name, terms and symbols of another group of products or to design their combination to distinguish them from other competitors' products and services.

The connotation of brand is that brand is a symbol of differentiation, which can provide a true image and guarantee continuity. Second, brand is a "signal standard".

Brand is like Mona Lisa's smile, everyone can feel her charm, and few people can clearly express it.

So, what is the definition of brand? Brand is not only a symbol structure, a symbol of products, but also a comprehensive reflection and embodiment of industries, products and social and cultural forms; Brand is not only the understanding of enterprise property rights and consumers, but also the relationship between enterprises, products and consumption. The connotation of brand is culture, and the goal of brand is custom.

Brand means high quality, high reputation, high efficiency and low cost. Behind the brand is a successful enterprise that has been invincible in the market competition. In the process of creating and expanding brand coverage, only through excellent product structure, revitalizing existing assets, improving technical content and scientific management can enterprises continue to grow and develop.

Enterprises should have their own brands. Well-known brands are not only intangible assets of enterprises, but also the table of corporate image. Brand is to give customers a satisfactory product and provide warm and thoughtful clothing. The name of an enterprise is synonymous with reputation. This is the * * * knowledge formed by successful entrepreneurs over the years. Shaping the enterprise concept requires all employees to "sincerely think for users, be perfect and trust users". This idea embodies the core content of enterprise brand strategy. Establishing a perfect enterprise management system is the basic guarantee of brand strategy. Management is an effective method to meet the market demand.

Brand helps to effectively promote sales. Products in product promotion can make enterprises focus on publicity, simple and centralized, with obvious effect and deep impression, which is conducive to familiarizing consumers with products and stimulating their desire to buy.

Brand effect is the benefit enjoyed by product operators when using brands. To achieve good brand effect, enterprises should not only increase the breadth and depth of brand promotion, but also take improving product quality and strengthening product service as the fundamental means.

Brand is not only an intangible asset, but also a great wealth. It includes intellectual property rights, corporate culture, and the resulting goods and reputation. Generally speaking, with a brand, it is easy to shape the image of the enterprise. On the contrary, if we further promote the overall image strategy of enterprises on the basis of brands, it will be more conducive to the expansion and extension of brands.

With the deepening of state-owned economic reform, intensive management and collectivization of enterprises, even mergers and groups among enterprises, are becoming the focus of attention. In the process of collectivization development, we should handle the relationship between economic regulation and economies of scale, and pay attention to the improvement and optimization of efficiency.

The dominant position of brand advantage in competition is gradually recognized by people in the industry. Small and medium-sized enterprises can hardly gain a foothold in the future competition without technical Excellence and technical professional characteristics. Nowadays, the competition among enterprises is increasingly manifested in product competition and brand competition. However, building a brand is by no means accomplished overnight, so joining a product with high reputation in the market is indeed a shortcut for businesses. Therefore, a successful enterprise will turn a whole set of intellectual property rights, business model, management system and corporate culture into capital, so that the cooperation between enterprises will enter the stage of advanced capital operation. However, the chain is not only to collect the initial fee, but also to give a signboard. The management of international chain is much more complicated than establishing a branch.

What is a brand? How to explain that the brand is an intangible asset that brings premium and appreciation to the owner? Its carrier is a name, term, symbol, memory or design and their combination, which is used to distinguish it from other competitors' products or services. The source of value-added comes from the impression formed by its carrier in the hearts of consumers. Simply put, brand refers to consumers' cognition of products and product series. A brand is a symbol added to a commodity by a manufacturer or distributor. It consists of names, words, symbols, signs, devices or their combinations. Generally, it includes two parts: brand name and brand logo. "Brand" is not "business". "Brand" refers to the symbol of a product or service. The identification mark of the number refers to "trademark". The areas covered by a brand must include reputation, products, corporate culture and overall operation management. Therefore, brand is not a single symbol, but the overall competitiveness or the sum of competitiveness of enterprises. Brand includes not only "name" and "logo", but also a series of plane vision systems and even stereoscopic vision systems. But it is often reduced to people's consciousness around the list of products or services' consciousness and expectations, and becomes an abstract image symbol. Even equate the brand with a specific trademark. The purpose of brand training is to hope that this brand can become a well-known brand, so we should work hard on product quality and after-sales service. At the same time, brands represent enterprises, and industries must focus on product quality from the perspective of long-term development.

What do you mean by the product to which the trademark belongs? The commodity to which a trademark belongs refers to what the trademark is specifically used for, whether it is clothing, cosmetics, auto parts or bedding.

It is an important link to master the special classification table in patent literature retrieval. All countries in the world generally have their own patent classification table, and the main points adopted are as follows

What is a famous brand product? A famous brand refers to a famous brand, which usually has the following elements:

(1) has a high awareness among the relevant public;

(2) The brand lasts for a long time;

(3) Brand promotion has a long duration, a high degree and a wide geographical scope;

(4) It has been protected as a famous trademark or a well-known trademark;

(5) It has become a registered trademark;

(6) Other factors.

Four misunderstandings about famous brands;

Assimilate a famous brand product with a famous brand.

Even the best brand-name products are out of date, because most products have cycles; But the older a real famous brand is, the more valuable it is. A famous brand is a symbol. Enterprises should fight for brands, not products.

Second, put local famous products in the same name. For example, "Beijing Roast Duck" is not a famous brand, but a local specialty. It has no trademark or trade name, but a kind of production, and anyone can apply for it; And "Quanjude" is a famous brand and firm, which is unique.

Third, one-sided emphasis on the popularity of famous brands, and depending on the trust and reputation of famous brands.

From 65438 to 0998, Qin Chi Winery won the title of CCTV advertisement with 320 million yuan, but the final failure showed that Qin Chi only considered the popularity of the product, but ignored the trust and reputation of the product. Because the local wine production is far from enough, Qin Chi had to blend a lot of white wine from Sichuan.

Fourth, the film thinks that small and medium-sized enterprises can't engage in famous brands.

Famous brands are also a process of continuous elimination, which is dynamic. When Haier started its famous brand on 1985, it was only a small enterprise with a loss of1470,000 yuan, but Zhang Ruimin smashed the brand by "smashing the refrigerator", which improved its popularity, trust and reputation.

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