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1、Brand---thesoulofourbusinessAbstract：Bythedefinitionofbrandandtheanalysisofbrand’scorecompetitiveness,findmethodstoincreaseSamsung’sbrandequitywhichwillpromoteourbusinesstotopleveloftheworldmarket.Chapter1：WhatreallyisBrand?1-1.BasicAttribute:Name，signorsymbolVisually,Brand’selementaryfunctionisast
2、hebusinesscard,throwBrand,basicinformationofproductandservice,suchasmanufacturer,Originalregion,provider,etc,canbedeliveredtoconsumer.Withoutthebrandthecustomershavenowayofknowingwhomadetheproductandwhoisrelatedtotheproduct.1-2.Additionalfunctions:Obviously,signsorsymbolsarepartsofwhatbrandis，butth
3、isisaveryloosedefinition,throughbrand,moreinformationcanbedeliveredtocustomers.1-2-1.Abrandisapromise：“GivemeyourhandandLonelinessaway”Byidentifyingandauthenticatingaproductorserviceitdeliversapledgeofsatisfactionandquality.Safety,comfort,passion,reliability,etc.aredeliveredviabrand.1-2-2.Brandstan
4、dsforcustomer’spersonalityCustomer’spersonalitycanbeeasilyindentifiedbyhisfavoritebrands.Ifoneisusingthenewesttypeofi-phone，itisstronglyemphasizingthatheis(orhewantstoberecognizedas)young,passionateandinfashion.1-2-3.BrandfitsneedsofsocialbelongingSocialbenefitscanalsobemadethroughbrand,ex,ifallthe
5、officefemalecolleaguesaretalkingabouttheeffectofP&G’scosmetic,thegirlmayfeelsoutofdateandprobablyasksherboyfriendtobuy.So,inonewords,Abrandisacollectionofperceptionsinthemindoftheconsumer,withoutconsumers,Brandmeansnothing.Chapter2:ThemainfactorsthatinfluencebrandmostlyAccordingtoAaker’stheory,four
6、pointscontributemosttoBrand,No.Item1Functionality2Emotionalbenefits3Self-expressivebenefits4SocialbenefitsSo,severalfactorscanbederivatefromthefourbasicpoints:No.ItemsContributionRate(%)1Quality302Service203Diversity154Equality155Exciting&Pleasure56Social-belonging57Individuation58Others52-1.Qualit
7、y:TheviabilityofbrandTheimportanceofqualitynevercanbeoveremphasizedatanytimeforanybusiness,notonlybecausethereputationofbrandshingesdirectlytoitsquality,butalsobecausewithoutquality,thebrandmaysurvive,butne
