2.2.1 品牌营销的定义品牌营销(BM)的定义是企业/公司为达到消费

2.2.1 The definition of brand marketing, <br>brand marketing (BM) is defined as businesses / companies to achieve satisfaction and maximize the value of consumers and create brand of design, communication, marketing and process management. Meanwhile, the brand realize their own value through the process of brand marketing. British scholar brand Goodyear (Goodyear 1996) in his book, explained that with the increased social industrialization and rising living standards, market and trade center for the producers turned to consumer-oriented and use brand to induce consumer behavior. Brand marketing premise is to ensure that the products have quality, so as to be recognized by consumers. Brand based on tangible goods and intangible services on. Tangible refers to the new packaging products, unique design and very symbolic names attractive.

2.2.1 Definition of Brand Marketing<br>Brand Marketing (BM) is defined as the process of designing, disseminating, selling and managing a brand created by an enterprise/company to achieve consumer satisfaction and maximize value. At the same time, the brand through the process of brand marketing to realize their own value. In his book, Goodyear, a British brand scholar, explains that with the rise of social industrialization and the improvement of people's living standards, the market has shifted to consumer-oriented and brand-oriented and brand-oriented consumer behaviour. Brand marketing premise is that the product should have quality assurance, so as to be recognized by consumers. Brands are based on tangible products and intangible services. Tangible refers to the novel packaging of a product, unique design, and symbolically attractive names.

2.2.1 definition of brand marketing<br>Brand marketing (BM) is defined as the process of brand design, communication, sales and management created by an enterprise / company in order to achieve consumer satisfaction and maximum value. At the same time, brand realizes its value through the process of brand marketing. Goodyear (1996), a British brand scholar, explains in his works that with the rise of social industrialization and the improvement of people's living standards, the market has shifted from commodity and producer centered to consumer oriented and the use of brands to induce consumers' consumption behavior. The premise of brand marketing is that the product must have quality assurance, so that it can be recognized by consumers. The brand is based on tangible products and intangible services. Tangibility refers to the novel packaging, unique design and attractive name of the product.<br>