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In a broad sense, "brand" is an intangible asset with economic value, and its differences are expressed through abstract, unique and recognizable mental concepts, thus occupying a certain position in people's consciousness. Brand building is long-term.
In a narrow sense, "brand" is a kind of "standard" or "rule" with both internal and external characteristics. It is the general name of an identification system that makes it unique, valuable, long-term and cognitive by standardizing the concept, behavior, vision and hearing. This system is also called CIS (Enterprise Identification System).
Kotler, the father of modern marketing, defined in Marketing that a brand is a set of specific features, benefits and services provided by sellers to buyers for a long time.
Brand is an intangible asset, which can bring a premium to the owner and increase its value. Its carrier is a name, term, symbol, logo or design and their combination, which is used to distinguish products or services from other competitors. The source of value-added comes from the impression formed by its carrier in the hearts of consumers.
Brand is more of a product that bears the recognition of some people for its products and services, and is derived from the mutual running-in between brand owners and customers.
Brand simply refers to consumers' cognition of products and product series.
Brand is the evaluation and cognition of an enterprise and its products, after-sales service and cultural value, and it is a kind of trust. Brand is the embodiment and representative of the comprehensive quality of a commodity. When people think of a brand, it is always associated with fashion, culture and value. When enterprises create brands, they constantly create fashion and cultivate culture. Enterprises become stronger and bigger, constantly changing from low added value to high added value, and changing to high-level advantages of product development, product quality and cultural innovation. When the brand culture is recognized and accepted by the market, the brand will produce its market value.