重要性：
1、品牌——消费者或用户记忆商品工具不仅要将商品销售给目标消费者或用户，而且要使消费者或用户通过使用对商品产生好感，从而重复购买，不断宣传，形成品牌忠诚，使消费者或用户重复购买。消费者或用户通过品牌，通过对品牌产品的使用，形成满意，就会围绕品牌形成消费经验，存贮在记忆中，为将来的消费决策形成依据。一些企业更为自己的品牌树立了良好的形象，赋予了美好的情感，或代表了一定的文化，使品牌及品牌产品在消费者或用户心目中形成了美好的记忆。
2、品牌的建立是由于竞争的需要，在用来识别某个销售者的产品或服务的。品牌设计应具有独特性，有鲜明的个性特征，品牌的图案，文字等与竞争对手的区别，代表该企业的特点。同时，互不相同的品牌各自代表着不同的形式，不同质量，不同服务的产品，可为消费者或用户购买、使用提供借鉴。通过品牌人们可以认知产品，并依据品牌选择购买。例如人们购买汽车时：奔驰、沃尔沃、桑塔纳、米提诺、英格尔，每种品牌代表了不同的产品特性、不同的文化背景、不同的设计理念、不同的心理目标，消费者和用户便可根据自身的需要进行选择。
3、企业设计品牌，创立品牌。比如“海尔”，作为家电品牌人们提到优质“海尔”就会联想到海尔家电的高质量，海尔的优质售后服务及海尔人为消费者用户着想的动人画面。再如“耐克”作为运动鞋的世界知名品牌其人性化的设计。高科技的原料、高质量的产品、为人们所共睹。“耐克”代表的是企业的信誉、产品的质量品牌——企业竞争的武器。
4、品牌以质量取胜，品牌常附有文化，情感内涵，所以品牌给产品增加了附加值。同时，品牌有一定的信任度、追随度，企业可以为品牌制定相对较高的价格，获得较高的利润。品牌中的知名品牌在这一方面表现最为突出，如海尔家电，其价格一般比同等产品高；耐克运动鞋，比同等的李宁运动鞋、安踏运动鞋高出几百元。而在这方一方面我们还可以再看一看著名饮料企业可口可乐的例子：可口可乐公司1999年的销售总额为90亿美元，其利润为30%利润为 27美元除去5%由资产投资带来的利润，其余22.5亿美元均为品牌为企业带来的高额利润，由此可见品牌特别是名牌给企业带来的较大的收益，而品牌作为无形资产，已为人们的认可。
5、即制造商利用品牌将自己的产品与竞争对手的产品相区别。早期的企业对品牌的认识就是这么简单。它们相信只要给自己的产品或服务起一个名称，就足以将对手区分开。所以许多品牌的名字直接采用企业创办者的姓氏或名字，以便客户识别。但一个品牌要在竞争对手林立的市场中脱颖而出，还需要通过产品提供给消费者特殊的利益，满足消费者的额实际需求，才能获得成功。
品牌释义：是给拥有者带来溢价、产生增值的一种无形的资产，他的载体是用以和其他竞争者的产品或劳务相区分的名称、象征、记号、术语或者设计及其组合，增值的源泉来自于消费者心智中形成的关于其载体的印象。对于一个公司或者企业来说，打造良好的品牌是非常重要的。
品牌价值：品牌的价值包括用户价值和自我价值两部分。品牌的功能、质量和价值是品牌的用户价值要素，即品牌的内在三要素；品牌的知名度、美誉度和普及度是品牌的自我价值要素，即品牌的外在三要素。品牌的用户价值大小取决于内在三要素，品牌的自我价值大小取决于外在三要素。
Important bai:
1. Brands-consumer or user memory commodity tools should not only sell products to target consumers or users, but also enable consumers or users to have a good impression of the products through use, so as to repeat purchases, continue to promote and form Brand loyalty makes consumers or users repeat purchases. Consumers or users form satisfaction through the brand and the use of branded products, and they will form a consumption experience around the brand, which will be stored in memory to form a basis for future consumption decisions. Some companies have established a good image for their own brands, endowed with beautiful emotions, or represented a certain culture, so that the brand and brand products have formed a good memory in the minds of consumers or users.
2. The establishment of a brand is used to identify a certain seller's product or service due to the need of competition. The brand design should be unique, with distinct personality characteristics, and the brand’s patterns and words should be distinguished from competitors, representing the characteristics of the company. At the same time, different brands each represent different forms, different quality, and different service products, which can provide reference for consumers or users to purchase and use. Through the brand, people can recognize the product and choose to buy according to the brand. For example, when people buy cars: Mercedes-Benz, Volvo, Santana, Mitino, Ingle, each brand represents different product characteristics, different cultural backgrounds, different design concepts, different psychological goals, consumers and users You can choose according to your own needs.
3. The company designs and establishes a brand. For example, "Haier", as a home appliance brand, when people refer to high-quality "Haier", they associate with the high quality of Haier home appliances, Haier's high-quality after-sales service, and Haier's moving picture of consumers and users. Another example is the humanized design of "Nike" as a world-renowned brand of sports shoes. High-tech raw materials and high-quality products are obvious to all. "Nike" represents the credibility of the company, the quality of the product brand-a weapon for corporate competition.
4. Brands win by quality. Brands often have cultural and emotional connotations, so brands add added value to products. At the same time, the brand has a certain degree of trust and following, and companies can set a relatively high price for the brand and obtain higher profits. Well-known brands in the brand perform most prominently in this aspect. For example, Haier home appliances generally have higher prices than equivalent products; Nike sports shoes are several hundred yuan higher than equivalent Li-Ning sports shoes and Anta sports shoes. In this respect, we can also take a look at the example of the famous beverage company Coca-Cola: Coca-Cola’s total sales in 1999 was 9 billion US dollars, and its profit was 30%. The profit was 27 US dollars. The 5% was brought by asset investment. Profit, the remaining US$2.25 billion is the high profit brought by the brand to the company. This shows that the brand, especially the famous brand, brings greater benefits to the company, and the brand as an intangible asset has been recognized by people.
5. That is, manufacturers use brands to differentiate their products from those of competitors. The early companies' understanding of the brand was that simple. They believe that as long as they give their products or services a name, it is enough to distinguish their opponents. Therefore, the names of many brands directly adopt the surname or first name of the founder of the company to facilitate customer identification. But for a brand to stand out in a market full of competitors, it also needs to provide consumers with special benefits through products and meet their actual needs in order to succeed.
Brand Interpretation: It is an intangible asset that brings premiums and value-added to the owner. Its carrier is the name, symbol, mark, term or design and combination thereof used to distinguish products or services from other competitors. The source of value-added comes from the impression of its carrier formed in the minds of consumers. For a company or enterprise, it is very important to build a good brand.
Brand value: The value of a brand includes two parts: user value and self-worth. The function, quality and value of the brand are the user value elements of the brand, that is, the three internal elements of the brand; the brand's popularity, reputation and popularity are the self-value elements of the brand, that is, the three external elements of the brand. The user value of a brand depends on the three internal elements, and the self-worth of the brand depends on the three external elements.
