品牌被定义为每三个不同的方法讨论了下:
1。视觉元素:按照这个定义,品牌视觉元素有助于刺激需求的产品。这些元素通常是由商标、知识产权和合法权益。这些视觉元素和商标品牌价值和善意与产品或服务相关联。
2。包的知识产权和商标:按照这个定义,品牌涵盖所有的无形资产包括公式、设计权、著作权、域名等。因此这被认为是360度的观点,认为品牌价值的无形资产,在互相串联工作。
3。整体品牌:品牌价值是衡量公司水平,不仅仅是局限于单个产品的水平。的合法权益结合公司的文化和客户的忠诚度定义品牌按这种方法。
各种各样的概念已经提出的几个概念的实践者——品牌。品牌不仅仅是一种工具或技术。这是一个不断变化的策略,要求不断创新。这个词的概念品牌几年以来一直存在(摩尔和里德2008),但最近的概念,品牌的概念在19世纪末成为仪器与商标的引入以及有吸引力的包装理念(富勒顿麦克克鲁姆1988;1988)。品牌会为“真实性的保证”(Feldwick,1991)。根据美国市场营销协会(AMA,1995),品牌的概念集中在有形的属性作为点的区别。
更正式的定义的概念已经森林(2000)将品牌定义为一个名称,标志,术语,设计、符号或一些这些属性的组合,目的是惟一地标识一个特定的卖方的产品以及服务或一组卖家。品牌服务区分公司的提供的竞争对手。换句话说,一个品牌是一个独特的身份以及承诺,为消费者提供好处。品牌是一种锻炼,与意图进行操纵和创建用于修饰或说明一个特定的产品/服务在客户的心中,策略是否启动一种价值创造客户的思想,所以,消费者认为产品/提供价值,最后徒的计划和实际购买该产品。因此品牌经验以及品牌的身份需要战略管理,因为它是一个隐含的事实,消费者可以很容易地说服支付优越的差价格溢价品牌的过程中,将自己与品牌的属性(Sasscer,2009)。
Brands have been defined as per three different approaches as discussed under:
1. Visual elements: As per this definition, brands are visual elements which help in stimulation of demand for the product. Such elements are usually covered by trademarks, intellectual property rights and the legal rights. These visual elements and trademarks carry brand value and goodwill which is associated with the product or service.
2. Bundle of intellectual property and trademarks: As per this definition, brands cover a gamut of intangible assets which include formulae, design rights, copyrights, domain names, etc. Thus this is regarded as 360 degree view that deems brand value as a function of all intangible assets that work in tandem with each other.
3. Holistic brand: The brand value is measured at the company level and is not merely limited to the level of individual products. The legal rights which are combined with the culture of the company and the loyalty of the customer defines brands as per this approach.
A wide variety of concepts have been put forward by several practitioners of the notion – brand. Brand is not just a tool or a one time technique. It is an ever evolving strategy that calls for constant innovation. The concept of the term brands has been in existence since several years (Moore and Reid 2008), but the recent notion of the concept of brands became instrumental in the late 19th century with the introduction of trademarks as well as attractive packaging ideas (Fullerton 1988; McCrum 2000). Brands were re-positioned as ‘a guarantee of authenticity’ (Feldwick, 1991). As per The American Marketing Association (AMA, 1995), the concept of brands focused on the tangible attributes that served as points of differentiation.
A more formal definition of the concept has been given by Woods (2000) who defines brands as a name, sign, term, design, symbol or some combination of these attributes that are intended to uniquely identify the products as well as services of a particular seller or group of sellers. Branding serves to differentiate a company’s offering from those of its competitors. In other words, a brand is a distinctive identity as well as promise that provide benefits to the consumer. Branding is an exercise that is conducted with the intent to manipulate and create the perception pertaining to a particular product/service in the customer’s mind, as to whether the strategy initiates a sense of value creation in the minds of the customer, so that the consumer views the product/offering as being worth and finally acts in terms of planning and actually purchasing the product. Thus the brand experiences as well as the brand’s identity need to be strategically managed because it is an implied fact that a consumer can be easily convinced to pay out a differential price premium for a superior brand in the process of associating himself/herself with the attributes of the brand (Sasscer, 2009).
