v. mark sth with or as if with a brand. brand-new: 刚打烙印làoyìn，崭zhǎn新的。炮烙páoluò。
A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Name brands are sometimes distinguished from generic or store brands.
The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who were known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil, wine, cosmetics, and fish sauce and, in the 21st century, extends even further into services (such as legal, financial and medical), political parties and people.
In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. The key components that form a brand's toolbox include a brand's identity, personality, product design, brand communication (such as by logos and trademarks), brand awareness, brand loyalty, and various branding (brand management) strategies.
Copper printing-plate including the White Rabbit trademark of Jinan Liu's Fine Needles Shop, Chinese, Song Dynasty (960- 1127 CE)
这块铜版长12.4厘米、宽13.2厘米，铜版的上方标明：“济南刘家功夫针铺”，中间是白兔捣药的图案，于图案左右标注“认门前白兔儿为记”，下方则刻有说明商品质地和销售办法的广告文字：“收买上等钢条，造功夫细针，不误宅院使用，转卖兴贩，别有加饶，请记白。”文字皆为反刻，专家由此推测这块铜版的用途是印刷广告。
A brand can also be used to attract customers by a company, if the brand of a company is well established and has goodwill. The recognition and perception of a brand is highly influenced by its visual presentation. A brand's visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo.
Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the intangible aspect of brand trust impacts the behavior and performance of its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment. 品牌信任是任何实体唤起的内在“可信度”。在商业世界中，品牌信任的无形方面以许多有趣的方式影响着商业利益相关者的行为和表现。它建立了一个强大的品牌与所有利益相关者的基础，将简单的意识转化为强烈的承诺。
Subbranding is used by certain multiproduct branding companies. Subbranding merges a corporate, family or umbrella brand with the introduction of a new brand in order to differentiate part of a product line from others in the whole brand system.
Brand extension is the system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension.
Co-branding is a variation of brand extension. It is where a single product is created from the combining of two brand names of two manufacturers. Co-branding has its advantages as it lets firms enter new product classes and exploit a recognized brand name in that product class.
Multibranding strategy is when a company gives each product a distinct name. Multibranding is best used as an approach when each brand in intended for a different market segment. Multibranding is used in an assortment of ways with selected companies grouping their brands based on price-quality segments.
Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.. In the 1999 book No Logo, Naomi Klein describes attitude branding as a "fetish strategy".
fetish
1. a desire for sex that comes from seeing a particular type of object or doing a particular activity, especially when the object or activity is considered unusual
2. something you are always thinking about or spending too much time doing
六级/考研单词: brand, brand-new, advertise, equity, literal, engage, livestock, differentiate, cattle, thief, deduce, consume, parcel, cosmetic, sauce, farther, illicit, era, deploy, component, logo, trademark, loyal, copper, needle, dynasty, consistent, intrinsic, entity, evoke, tangible, intrigue, convert, commit, merge, manufacture, exploit, segment, assorted, desire