3. Literature Review
3.1 Defining ‘Brand’
A wide variety of concepts have been put forward by several practitioners of the notion – brand. Brand is not just a tool or a one time technique. It is an ever evolving strategy that calls for constant innovation. The concept of the term brands has been in existence since several years (Moore and Reid 2008), but the recent notion of the concept of brands became instrumental in the late 19th century with the introduction of trademarks as well as attractive packaging ideas (Fullerton 1988; McCrum 2000). Brands were re-positioned as ‘a guarantee of authenticity’ (Feldwick, 1991). As per The American Marketing Association (AMA, 1995), the concept of brands focused on the tangible attributes that served as points of differentiation.
A more formal definition of the concept has been given by Woods (2000) who defines brands as a name, sign, term, design, symbol or some combination of these attributes that are intended to uniquely identify the products as well as services of a particular seller or group of sellers. Branding serves to differentiate a company’s offering from those of its competitors. In other words, a brand is a distinctive identity as well as promise that provide benefits to the consumer. Branding is an exercise that is conducted with the intent to manipulate and create the perception pertaining to a particular product/service in the customer’s mind, as to whether the strategy initiates a sense of value creation in the minds of the customer, so that the consumer views the product/offering as being worth and finally acts in terms of planning and actually purchasing the product. Thus the brand experiences as well as the brand’s identity need to be strategically managed because it is an implied fact that a consumer can be easily convinced to pay out a differential price premium for a superior brand in the process of associating himself/herself with the attributes of the brand (Sasscer, 2009)
3。文献综述
3.1个定义’品牌’
各种各样的概念已经提出了一些医生的概念——品牌。品牌不仅是一个工具或一一次技术。这是一个不断发展的战略，需要不断创新。其概念品牌已存在数年（穆尔和瑞德2008），但最近概念品牌理念成为在第十九世纪末与商标介绍以及有吸引力的包装理念（富勒顿麦克拉姆1988；2000）。品牌重新定位为“真实性的保证”（费尔德威克，1991）。根据美国市场营销协会（，1995），品牌理念注重有形属性，作为点的分化。
更正式的定义的概念已经由森林（2000）定义品牌名称，标志设计，符号，术语，或某种组合这些属性，用来唯一标识的产品以及服务的一个特定的销售对象。品牌服务区分公司提供从这些竞争对手。换句话说，一个品牌是一个独特的身份以及承诺提供给消费者的利益。品牌是一种运动，进行有意操纵和创造的看法有关的特定的产品/服务在顾客的心目中，是否为战略开创意识价值创造的头脑中的客户，使消费者意见产品/祭是值得和最后条款规划和实际购买产品。因此，品牌经验以及品牌的身份需要战略管理，因为它是一个隐含的事实，消费者可以很容易地相信付出一分价溢价卓越品牌的过程中，将自己的属性与品牌（sasscer，2009）
