The definition and classification of the brand, what is the concept of the brand

There are many definitions of brand in the theoretical community, which are listed below:

1. A brand is a name, term, mark, symbol or pattern, or a combination thereof, which is used to identify the products or services provided by an enterprise to a certain or a group of consumers, and to distinguish them from the products or services of competitors. (Marketing expert Dr. Philip Kotler).

2. "Brand" is the holographic condensation of the sum of all intangible assets of an enterprise or brand subject (including cities, individuals, etc.), and "this condensation" can be identified by a specific "symbol"; It is the product of the interaction between subject and object, subject and society, enterprise and consumer.

3. There are two dimensions of brand clothing positioning: one is eye-catching; The second is truth. With a good concept, it is certainly eye-catching, but the lack of product feature support will eventually make the brand empty.

It can be said that this is also an important reason why the vast majority of clothing brands rise and fall together, and any concept is flickering, but it is difficult to last long. At present, most popular brands have some brands that focus on dazzling concepts and light on product differences.

A brand is the name of an item that has a certain economic value and social benefits.

An intangible asset with economic value and an effect value with a high impact.

The classification of the brand is determined according to the different positioning of each brand, for example, some brands are positioned as high-end brands, and his classification is divided into the category of high-end brands, and the general brand must be classified from the beginning of the implementation of promotion.

The division of the brand into domestic brand and export brand is not conducive to the overall communication of the corporate image, but due to historical, cultural and other reasons, it has to be adopted, and the influence of internationalization should be taken into account for the new brand naming.

Categorizing your brand image is like categorizing the tools in your tool room. In the era when the tools of human production were very single and backward, there was no need to classify a few tools of production, but to this day, human beings have developed a wide variety of more targeted tools of production, so that the tools of production must be classified according to certain functional attributes.

Put it in their respective toolboxes, first consider what type of tool is the most suitable to use before doing a good job, and then go to the corresponding toolbox to find the most suitable tool, only in this way can labor efficiency be improved. Because, if so many tools are not classified, it will be difficult to choose so many tools when it is necessary to complete a labor task. Maybe you've chosen the sharpest tool, but it's not the right one, and you've reduced your productivity.

In the early stage of brand competition, due to the single strategic means, BICC technology is irrelevant. However, today, thousands of brands have created different specific operating methods and technologies, so it is obvious that the problem is too broad, difficult to operate and has a great blindness in terms of creativity alone.

The only effective way to solve this problem is to classify the brand image, identify the type of image required and the proportion of each, and determine the direction of the idea, which is the BICC (Brand Image Classification Group) technology.

Brand as the main core competitiveness of today's and future enterprises, the key is to establish a comparative advantage in similar brands, if even the type of required image is vague, no matter how good the planning and creativity may be doomed to fail in the competition. Therefore, enterprises should pay due attention to BICC (Brand Image Classification Combination) technology as a navigation light for brand development direction.

1. Definition: Brand refers to the comprehensive logo of the enterprise and the goods or services it provides.

A brand is a name, noun, symbol or design, or a combination thereof, whose purpose is to identify the products or services of a certain seller or group of sellers and to distinguish them from those of competitors. A brand is a combination of words, names, symbols, or patterns that indicate a product and its place of origin, and distinguish it from similar products.

2. The brand contains a variety of factors such as trademark, attribute, name, packaging, history, reputation, advertising, public relations and public relations, etc., which implies the quality and reputation of the enterprise and its goods or services. The value of a brand depends on the consumer's perception of it (impressions and experiences).

3. The brand is not only the quality of the enterprise to the consumer, but also the level of trust of the consumer obtained by the enterprise. The product has the value of the product, and the brand has the value of the brand.

At present, there are many definitions of brand in the theoretical circles, which are listed as follows: 1. Brand refers to the tangible and intangible comprehensive performance of the organization and the products or services it provides, the purpose of which is to identify the organization's products or services and distinguish them from competitors' products or services. 2. A brand is a name, term, mark, symbol or pattern, or a combination of them, which is used to identify the products or services provided by the enterprise to a certain consumer or a group of consumers, and to distinguish them from the products or services of competitors.

Marketing expert Philip? 3. "Brand" is a holographic condensation of the sum of all intangible assets of an enterprise or brand subject (including cities, individuals, etc.), and "this concentration and spine" can be identified by a specific "symbol"; It is the product of the interaction between subject and object, subject and society, enterprise and consumer.