In the business world, brand is a universal word.
It seems to match with all advertising and marketing terms.
David Ogway, the godfather of advertising, said that brand represents an image.
David Ike, a brand master, said that brands represent the knowledge consumers have about commodities and enterprises.
Traut, founder of positioning theory, said that brand represents a category. In the eyes of a thousand people, there are a thousand definitions of brand. and The biggest difference between a brand and a product is that the product is on the shelf, while the brand exists in the minds of customers. Brand is a psychological phenomenon. Brand is the inner play of consumers. To create a successful brand, it is necessary to exert influence on customers' hearts through various means. Let customers know, understand and agree with you. I Enhanced recognition
English words of the brand brand， It originates from the ancient Norwegian "randr", which means "burning" and "branding". During the nomadic period, people used red hot irons to mark their property ownership on the back of animals, thus distinguishing them from other people's similar goods. In medieval Europe, craftsmen also used branding to mark their products so that customers could identify the origin And Producer, thus forming the earliest trademark. So the original function of brands is to distinguish, identify and prove ownership. use In a word, "We are different". The brand distinguishes its own products from others and makes the products stand out from the competition. II Credit endorsement
The second major role of the brand is to ensure quality, dispel doubts and provide credit endorsement to consumers. When you choose goods in front of the supermarket shelf When There are two products, one you don't know at all, and one you have heard and seen its advertisement. In most cases, you will not hesitate to choose the product you are familiar with. Because familiarity creates a sense of trust. In the golden age of the last century, many enterprises only need star spokesmen +CCTV's advertising will lead to soaring sales, and consumers will compete to buy. Because in many people's minds, there is such a consumer mentality: since you can advertise on CCTV and can afford to hire a spokesperson product Certainly no problem. Those who can invite spokesmen to advertise on CCTV are big brands. So, let the star speak for you +TVC has always been the most important means to build traditional brands. Because CCTV national media and stars are providing credit endorsement for this brand. In fact, the greater the influence of brands, the higher the social credit cost of enterprises. In case of negative news about the product, the greater the damage to the enterprise. III Create premium
On the one hand, enterprises build brands in order to achieve greater sales, let more consumers know and buy, and continue to buy. On the other hand, it is to sell at a high price and bring excess profits. The former is the requirement of quantity, while the latter is the requirement of quality. 
The same mineral water can be sold for three and a half yuan in the bottle of Nongfu Mountain Spring and eighteen yuan in the bottle of Evian. Of course, the water of Nongfu Spring is different from that of Evian, but consumers obviously won't pay more for the physical difference 15 yuan. It is mainly the brand that plays the role of premium. In addition to the value at the functional level, brands provide consumers with identity and status labels, emotional and spiritual recognition and satisfaction, and aesthetic enjoyment. The brand gives consumers a sense of belonging, respect and self realization, which is the premium that the brand brings in addition to the product benefits. These are the three major functions of brands: enhancing recognition, credit endorsement and creating premium.
