品牌是市场竞争的产物,只要有竞争,就会有品牌。品牌在竞争过程中能够起到规避同质化竞争、建立竞争优势、吸引消费者的作用。品牌的首要功能是可以方便消费者进行产品选择,缩短消费者的购买决策过程。 Brand is the product of market competition, as long as there is competition, there will be a brand. Brand in the process of competition can play to avoid the homogenization of competition, establish competitive advantage, to attract the role of consumers. The primary function of the brand is to make it easier for consumers to make product choices and to shorten the buying decision process for consumers.