品牌是什么？以笔者管见，品牌就是消费者心目中的一种消费情结。这种情结，不是产品强加给消费者的，也不是企业强加给消费者的，而是消费者在不断的消费过程中自觉或不自觉地集聚起来的。 而使消费者聚集这种情结的，不是商品，不是企业，而是服务，是文化，是享受，是实 What is the brand? In my opinion, the brand is a consumer complex in the minds of consumers. This complex is not imposed on the consumer products, nor imposed by the business to consumers, but consumers in the process of continuous consumption, consciously or unconsciously gathered together. But to enable consumers to gather this complex, not a commodity, not a business, but service, is culture, is to enjoy, is real