摘要
归纳了品牌作为管理和营销概念诞生后的50余年以来的各种类型的品牌定义,给出了基于品牌营销视角的品牌定义,将品牌作为一种独立的市场供应品提出,并在此基础上阐述了品牌的四个特征,即后产品性、超竞争性、高溢价性和优质弹性。
The paper classified and analyzed the all kinds of definitions of brand proposed from 1950＇s, and then presented the definition of brand based on brand marketing,. The definition considered brand as an independent offering of market. After that, the paper set forth the four characteristic of brand based on the definition.
出处
《上海管理科学》
2008年第4期29-32,共4页
Shanghai Management Science
关键词
品牌定义
品牌特征
品牌营销
Definition of brand
Characteristic of brand
Consumer
Brand marketing
