著名的市场营销学家菲利浦,科特勒把品牌定义为:品牌是一个名字、术语、标志、符号或图案,或者是他们的组合,用以识别某个或某群销售者的产品或服务,并因此区别于其他竞争者的产品或服务。每一个品牌都有他们各自的特性,形象和一系列使消费者向往的联想。一个二流品牌的产品要想提升成为市场的主导产品,成功的实现品牌跨位,其品质必须符合消费者多方面的需求。而所谓的品质是指顾客的认知价值,是消费者对一种品牌的主观评价,它与产品的实际质量是不一样的。例如,可口可乐在世界上尽享可乐饮品“正 Well-known marketer Philips, Kotler defines the brand as: a brand is a name, term, logo, symbol or pattern, or a combination of them, to identify a particular group or group of sellers products or Service, and therefore different from other competitors’ products or services. Each brand has their own characteristics, image and a series of associations that consumers want. A second-rate brand of products to enhance the market to become the leading product, the successful realization of the brand cross-bit, its quality must meet the various needs of consumers. The so-called quality refers to the customer’s cognitive value, is a subjective evaluation of a brand, it is not the same with the actual quality of the product. For example, Coca-Cola enjoys Cola drinks in the world. "