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在当今激烈的全球化市场竞争中,每个公司都在努力树立自己的品牌形象。什么是品牌?管理教科书中说,品牌是一种特定的名称、术语、符号或设计,或是它们的组合运用,其目的是借以辨认某个产品或服务,并使之同竞争对手的产品或服务区分开来。这么说来,品牌应该代表一种企业形象。对于消费者而言,品牌是一种信息,是经营者与自己沟通的手段,是认识产品的途径。消费者根据品牌进行购买,目的是减少选择产品时所需花费的心力、体力,并且降低购买风险。
In today's fierce global market competition, each company is trying to establish its own brand image. What is a brand? Management textbooks say that a brand is a specific name, term, symbol or design, or a combination of them, the purpose of which is to identify a product or service and make it with a competitor's product or Service is separated. In this case, the brand should represent a corporate image. For consumers, the brand is a kind of information, is a means of business operators to communicate with their own, is the way to know the product. Consumers buy on a brand-by-product basis to reduce the effort, physical effort and risk associated with buying products.