摘要
Abstract
Although brands and branding have endured for literally centuries, their concepts are not well defined. By examining how the practice of branding has evolved in many different ways over the years, this paper aims to propose an improved conceptual definition of brand. Brand is conceptualized as a unique tool for consumer benefits,a value system and a credit sys⁃tem,which are developed on the base of physical products,user experience and symbolic mean⁃ings that are consistently produced,communicated and consumed by consumers.关键词
品牌/符号/价值/信用Key words
Brand/Symbol/Value/Credit分类
管理科学
