品牌是商品属性、利益、价值、文化、个性等多种要素的综合象征,又是复杂的载体,凝聚着消费者选择商品想要掌握的各种信息。品牌的力量和所代表的意义,使得消费者的购买更易决策。 品牌意味着承诺和价值,意味着在消费者心目中代表着特定的意义,由企业加强品牌管理,让品牌穿越消费者心智,建立起品牌与消费者的互动关系,最终达到品牌与消费者之间的信任和忠诚。这无不昭示着品牌时代已经悄然到来。 品牌是企业的无形资产,在知识经济和市场经济的时代中,品牌已成为企业的重要战略工具。以品牌为核心,已成为企 Brand is a comprehensive symbol of the various elements of the product attributes, interests, values, culture, personality, but also a complex carrier, which condenses a variety of information consumers want to grasp the choice of goods. The power of the brand and the meaning it represents make it easier for consumers to make purchases. Brand means commitment and value, which means that in the minds of consumers represent a specific meaning, by the enterprise to strengthen brand management, so that the brand through the minds of consumers, establish brand and consumer interaction, and ultimately reach the brand and consumers Trust and loyalty. It all shows that the brand era has quietly arrived. Brand is the intangible assets of enterprises. In the era of knowledge economy and market economy, the brand has become an important strategic tool for enterprises. With the brand as the core, has become a business