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A brand is a collection of experiences and associations connected with a service, a person or any other entity.
Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies"
Concepts
Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management.
Careful brand management, supported by a cleverly crafted advertising campaign, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents' worth of wheat.
A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.
Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.
Brand name
The brand name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's.
Brand names will fall into one of three spectrum's of use - Descriptive, Associative or Freestanding.
Descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer (eg Snap Crackle & Pop or Bitter Lemon).
Associative brand names provide the customer with an associated word for what the product promises to do or be (e.g. Walkman, Sensodyne or Natrel)
Finally, Freestanding brand names have no links or ties to either descriptions or associations of use. (eg Mars Bar or Pantene)
The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively.
Brand identity
A product identity, or Brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.
品牌包括名稱、徽標、口號和／或關聯產品、服務、城市或公眾人物的設計企劃。
「品牌」不是「商標」。「品牌」指的是產品或服務的象徵。而符號性的識別標記，指的是「商標」。品牌所涵蓋的領域，則必須包括商譽、產品、企業文化以及整體營運的管理。因此，brand 不是單薄的象徵，乃是壹個企業總體競爭，或企業競爭力的總和。品牌不單包括「名稱」、「徽標」還擴及系列的平面視覺體系，甚至立體視覺體系。但壹般常將其窄化為在人的意識中圍繞在產品或服務的系列意識與預期，成為壹種抽象的形象標誌。甚至將品牌與特定商標劃上等號。
人們從品牌的經驗因素上辨別壹個品牌的心理因素。經驗因素通常由品牌的使用經驗構成，心理因素則由品牌的形象，即由與產品或服務相關聯的壹切信息和預期所創建的符號性的標識。
品牌的意義： Philip Kotler 行銷管理大師說：品牌的意義在於企業的驕傲與優勢，當公司成立後，品牌力就因為服務或品質，形成無形的商業定位。
品牌首先是獨占性的商業符號，也就是商標 然後，這壹符號需要被人所認知，也就是具有意義。
歷史
市場上品牌的概念起源於 19 世紀包裝零售商品的出現，工業化將很多家庭產品，以肥皂為例，轉移到當地的工廠生產。工廠大批量生產，同時需要將產品向更廣闊的市場，向那些只熟悉其本地產品的消費者銷售。但工廠很快發現，壹些普通包裝的外來產品無法和本地產品競爭，於是他們試圖使市場相信自己的產品可以與本地產品同樣被信任。
品牌權益
Kevin Lane Keller 認為品牌權益來自品牌行銷效果，該效果則視消費者具有的品牌知識而定。品牌知識的來源是由品牌知名度及品牌形象所形成的聯想網路記憶模式為主，運用品牌聯想網度可以提升品牌知名度及品牌形象。