Story of brand evolution

Author: Bai Guang
Publisher:
Publish Date: 2005-08-01
Features: The term "brand" has not yet been included in dictionaries, but it is widely recognized as a new concept in modern society. "Brand" encompasses two meanings: "Pǐn" refers to items, the grade and category of commodities, and also implies human character; "Pái" refers to the proprietary name given by enterprises to their products, which is essentially the brand. Connecting these two meanings, "brand" is a label with a certain level of quality; reflected on products, it should be a label recognized by a broad consumer base. Brands do not have a fixed standard. When enterprises extensively promote them, consumers use them, and the public recognizes them, a brand is formed. Brands are composed of numerous factors, such as high-quality products, which serve as the foundation for establishing a brand; products should be aesthetically pleasing, practical, and adaptable to consumer levels; attention should be paid to consumer feedback, which serves as an important basis for improving product quality and variety; brand promotion should be planned, purposeful, and scientifically and practically sound. When brands are widely recognized by consumers over time, they gradually become famous brands, making famous brands an extension of brands. Famous brands are not arbitrarily evaluated or selected by anyone but are formed on the basis of consumer recognition. From brands and famous brands, the concepts of trademarks and well-known trademarks naturally arise. Brands and famous brands are colloquial terms, folk expressions, not legal terminology. The true legal language is trademarks and well-known trademarks. To accommodate the habits of a broad readership, the author has titled this series "A Collection of Classic Brand Stories from China and Beyond," but as mentioned earlier, from a legal perspective, it should be trademarks and well-known trademarks. Therefore, this book appears in the context of the brand concept, while its content is integrated with the concept of trademarks. The target readers of this series are business managers of enterprises, planners of trademark and advertising affairs, government officials engaged in related businesses, and faculty and students of business-related colleges and universities. It is believed that this series will serve as an important reference for the aforementioned individuals, a bestseller that is both practical and engaging.