毫无疑问,我们已经进人品牌竞争时代,但是,品牌的内涵、建构到底是什么呢?沿着历史发展的轨迹,我们大致可以把对品牌的认识归结为这么几个阶段。第一阶段:品牌是标记作为商品标记的品牌,在西方最早起源于西班牙的游牧部落,他们在自己拥有的牲畜身上打上独特的烙印,以便在交换时与他人的牲畜相区别,英文中“品牌”一词“brand”就是烙印的意思。应该说,品牌的生产是基 There is no doubt that we have entered the era of brand competition, but what is the connotation and construction of the brand? Along the path of historical development, we can generally put the brand awareness attributed to such several stages. The first stage: the brand is a brand that marks the mark as a commodity. The earliest origins of the nomads in Spain in the West originated from the establishment of a distinctive mark on the animals owned by them, so as to be differentiated from other animals during the exchange. Brand “” brand "is the imprint of the meaning. It should be said that the brand's production is based