论品牌的内涵与外延

On Intension and Extension of Brand

对品牌的内涵与外延进行了界定。在研究过程中,综合运用了哲学研究法、文献调查与综述法、历史法、归纳演绎法、比较法和系统研究法等。定性研究的主要结论有:人们认识品牌的内涵经历了一个由品牌物格化、人格化和人物复合化构成的此消彼长的辩证过程;不同专业领域对品牌的众多特性侧重有所不同,逐渐反映了一些不同的本质特征;凡是需要沟通并且可以沟通的事物都可以被品牌化;品牌的外延相对比较宽泛,品牌的内涵则较为贫乏;已有的品牌定义,大多数都存在不准确、不适度、不简明、使用循环定义或以偏概全等问题。在此基础上,提出和讨论了一个全新的文义性品牌定义。最后讨论了品牌研究的多学科综合发展趋势。

The paper defines the intension and extension of brand by using research methods of philosophy, literature survey, summarization, history, induction, deduction, comparison and systematic research. The maim conclusions of qualitative research show that public awareness of the intension of brand experienced a dialectical process of waxing and waning of materialization, personification and characters complexification of brand. Different professional fields have different emphases on the characteristics of brand, and it gradually reflects some different substantive characteristics. People can create a brand for everything that needs communication and can be communicated. The extension of brand is relatively broader while the intension is narrower. Most existing brand definitions have problems of inaccuracy, insufficiency, redundancy, using circular definition or using a part as the whole and so on. Based on this, the paper puts forward a new literal definition of brand. Finally the paper discusses the trend of multi--subject comprehensive development of brand research.