“品牌”这一概念发展到今天,其内涵、外延都已经扩大。英文brand(品牌)一词有“烙印”的意思,它非常形象地表达了品牌的含义——事物在消费者心中留下烙印。品牌的载体可以是记号、名称、术语、象征或者是它们的组合,品牌代表的是消费者对产品或者服务的认知程度,它是给拥有者带来溢价、产生增值的一种无形资产。 “Brand ” the concept of development to today, its connotation, extension have been expanded. The English word “brand” has the meaning of “brand”, which vividly expresses the meaning of the brand - things are left in the hearts of consumers. The carrier of a brand can be a token, a name, a term, a symbol, or a combination thereof. A brand represents a consumer’s cognition of a product or service and is an intangible asset that brings a premium to the owner and generates added value.