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品牌是什么?根据美国市场营销协会(AMA)的定义,品牌是一个名称、专有名词、标记、符号,或设计,或是上述元素的组合,用于识别一个销售商或销售商群体的商品或服务,并且使它们与其竞争者的商品与服务区分开来。从品牌资产的角度来说,“品牌”其实就是产品之外的附加值。国内有不少品牌专家对品牌的内涵作出各不相同的定义,有的说,品牌就是生产商和供应商对消费者作出的产品质量和服务的信誉承诺,有的说,品牌是减轻消费者繁琐的选择消费所作出的决断……2012年10月25日在北京举行的“论道?中国茶品牌”第六届中国(北京)国际茶品牌营销峰会上且听那些著名品牌专家们如何论道品牌,又如何指点中国茶品牌的打造。
What is a brand? According to the definition of the American Marketing Association (AMA), a brand is a name, a proper noun, a mark, a symbol, or a design, or a combination of the above elements, used to identify the goods of a seller or a group of sellers. Or services and distinguish them from their competitors’ goods and services. From the perspective of brand equity, “brand” is actually an added value outside of the product. Many domestic brand experts have made different definitions of the brand’s connotation, and some say that the brand is the manufacturer’s and supplier’s commitment to the quality of products and services made by consumers, and some say that brands are consumers Decision made by tedious choice of consumption... On the “On the Road? Chinese Tea Brands” held on October 25, 2012 in Beijing and listened to those famous brand experts at the 6th China (Beijing) International Tea Brand Marketing Summit. How to talk about the brand, how to guide the creation of Chinese tea brands.