品牌的概念在19世纪初仅仅是产品的视觉识别符号。20世纪80年代后,品牌的概念在内涵上发生了根本的改变并形成了当今全新的品牌理论。本文从消费者对于商品的需求由物质消费到精神消费的变化入手,分析了品牌理论的形成原因并站在消费者的角度探讨了如何对于品牌核心予以理解以及品牌与产品之间的区别。 The concept of a brand in the early 19th century was simply the product’s visual identity. After the 1980s, the concept of brand has undergone fundamental changes in meaning and has formed a brand-new brand theory today. Starting from the change of material consumption to mental consumption, the paper analyzes the reasons for the formation of brand theory and discusses how to understand the core of brand and the difference between brand and product from the perspective of consumers.