品牌不仅仅是消费者对企业的认知或是企业一个产权、一项资产,品牌更重要的是它是企业、产品和消费者之间关系的载体。品牌包含了企业、消费者、产品三者之间的所有关系,是这三种关系在不断的商业整合与互动中形成的关系模式,它强调的是消费者对于品牌的情感与体验。因此,品牌营销的发展已进入“整合”的时代。 A brand is not just a consumer’s perception of a business or a property of an enterprise. An asset, a brand, and, more importantly, a vehicle for the relationship between a business, a product, and a consumer. The brand contains all the relationships among the enterprises, consumers and products. It is the relationship model formed by these three kinds of relationships in the continuous business integration and interaction. It emphasizes consumers’ feelings and experiences on the brand. Therefore, the development of brand marketing has entered the “integration ” era.