2. trademarks. Trademark is a legal term, which is adopted by producers and operators in their production, manufacturing, processing, selection or distribution of goods or services. In order to distinguish the source of goods or services and have obvious characteristics, it is generally composed of words, graphics or their combinations. A trademark approved for registration by the state is a "registered trademark" and is protected by law. Trademark registrants enjoy the exclusive right to use trademarks.
3. Well-known brands. The most popular understanding of famous brands is well-known brands. The word "famous brand" appeared before the concept of brand, which is the product of the specific environment in China.
4. Brand equity. Brand equity is a series of assets and liabilities associated with brands, brand names and signs, which can increase or decrease the value of products or services sold by enterprises. It mainly includes five aspects, namely brand loyalty, brand awareness, brand perceived quality, brand association, and other proprietary assets (such as trademarks, patents, channel relations, etc.). ) to provide value to consumers and enterprises in various ways.
5. Brand identity. Brand recognition is an association that brand marketers want to create and maintain, which can arouse people's good feelings about the brand. These connections mean some kind of commitment of enterprises to consumers. Brand recognition will guide the whole process of brand creation and communication, so it must have a certain depth and breadth.
6. Brand symbol. Brand symbol is the basic means to distinguish products or services, including name, logo, basic color, slogan, symbol, spokesperson, packaging and so on. These identification elements form an organic structure and have an impact on consumers. It is the foundation of brand concept, and successful brand symbol is an important asset of the company, which plays a role in the interaction between brands and consumers.
7. Brand personality. Brand personality is a series of human characteristics possessed by a specific brand, that is, the personality quality presented by the brand. It is an important part of brand recognition, which can humanize lifeless products or services. Brand personality can bring strong and unique brand association and enrich brand connotation.
8. Brand positioning. Brand positioning is a process or action to establish a unique brand image that conforms to the original product on the premise of comprehensive analysis of the target market and competition, and to design and spread the overall brand image, thus occupying a unique position in the hearts of target consumers. Its focus is on the psychological feelings of the target consumers, the way is to design the overall image of the brand, and the essence is to design product attributes according to the characteristics of the target consumers and spread the brand value, thus forming a unique position of the brand in the hearts of the target consumers.
9.BrandImage。 Brand image refers to the sum of brand-related impressions formed by consumers in their minds through their own choices and processing based on available brand information. There are differences and connections between brand image and brand recognition. The difference between the two is that brand awareness is how brand strategists want people to look at brands, while brand image is how people look at brands in reality; The relationship between them is that brand recognition is the source and foundation of brand image formation, and brand image is the result of brand recognition to some extent.
10, brand culture. Brand culture refers to the cultural accumulation gradually formed in the operation of the brand, which represents the interest cognition and emotional closeness between enterprises and consumers, and is the sum of brand, traditional culture and corporate personality image. Different from the internal cohesion of corporate culture, brand culture highlights the advantages of external publicity and integration of enterprises, effectively transmits corporate brand concepts to consumers, and then occupies consumers' minds. Brand culture is the essence of the enterprise condensed on the brand.
1 1, brand extension. Brand extension refers to a strategy of applying famous brands to new products and services on the basis of brands with considerable popularity and market influence in order to reduce the risk of new products entering the market. It can increase the acceptability of new products, reduce the risk of consumer behavior, improve the efficiency of the use of promotional expenses, and meet the diverse needs of consumers.
12, brand structure. Brand structure refers to the combination of different product brands of enterprises, which stipulates the functions of brands, the relationship between brands and their different functions in the brand system. Reasonable brand structure helps to find synergy, manage multiple brands clearly, reduce the damage to brand awareness, make adjustments quickly and efficiently, and allocate resources among brands more reasonably.
13, brand awareness. Brand awareness is an important part of brand assets and a standard to measure consumers' knowledge and understanding of brand connotation and value.
14，BrandFavorite。 Brand reputation is one of the components of brand power, and it is the goodwill and trust of people on a brand in the market.
15, brand loyalty. Brand loyalty refers to the behavior of consumers who have a special liking for a brand and form a preference for it for a long time due to many factors such as brand skills, brand spirit and brand behavior culture. In short, brand loyalty is consumers' repeated purchase behavior. According to the formation process of customer loyalty, it can be divided into cognitive loyalty, emotional loyalty, intentional loyalty and behavioral loyalty.
16, brand preference. Brand preference is an important part of brand power, which refers to the degree of consumers' preference for the brand in a certain market and their understanding of consumers' willingness to choose brands.
17, own brand. Independent brand refers to the brand independently developed by enterprises and with independent intellectual property rights. It has three main measuring factors: market share, product development history and position in the whole industry.