商标对企业的重要性英语

* What Is Brand?
Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. Marketers say that branding is the art and cornerstone of marketing. The American Marketing Association defines a brand as follows:
* A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors.
In essence, a brand identifies the seller of marker. It can be a name, trademark, logo, or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name in perpetuity. Brands differ from other assets such as patents and copyrights, which have expiration dates.
A Brand is a Promise
First and foremost, a brand is a promise. It says 'you know the name, you can trust the promise'. As all promises, it is trusted only as far as those promises are met. Trust is a critical first step and brands aim to accelerate that step leveraging the implied promise of the brand.
A Brand is an Associated Image
Most brands have a logo which acts as a short-cut to remind us of the brand promise. The logo uses color, shape, letters and image that is designed both to catch our eyes and to guide our thoughts in the rights direction. The brand may also be associated with tunes, celebrities, catchphrases and so on. All parts of the brand image works as a psychological trigger or stimulus that causes an association to all other thoughts we have about the brand.
Everything and Everyone is a Brand