品牌形象
引入3i概念,即品牌标志(brand identity)、品牌道德(brand integrity)和品牌形象(brand image)。在消费者水平化时代,品牌不但要强调定位,还要有差异化。
商标接受度
... 商标;品牌 brand acceptance 商标接受度 brand image 品牌忠诚度 brand management ...
品牌形象设计 ; 品牌形象计划 ; 品牌形象策划 ; 品牌核心识别系统规划
品牌形象战略 ; 品牌形象策略
统一品牌形象
A brand is a name, term, design or other feature that distinguishes one seller's product from those of others. Brands are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company.In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value.The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand.Marque or make are often used to denote a brand of motor vehicle, which may be distinguished from a car model. A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity.A logo often represents a specific brand.