20世纪90年代营销发展史上取得的最重要的进步之一就是把品牌不再作为一个名称、标识或图形来看待,而是作为企业的“无形资产”来考虑。品牌是生产者,经营者为了标识其产品,以区别于竞争对手,辨认消费者认识而采用的显著的标记。品牌可以是一个名称,一 One of the most important advancements in the history of marketing development in the 1990s was that the brand was no longer considered as a name, logo, or graphic, but as an intangible asset of the company. A brand is a producer, and the operator uses a prominent mark to distinguish the consumer from his competitors in order to identify his products and distinguish them from competitors. Brand can be a name, a