新东方教育品牌战略研究+SWOT分析(3)
The Marketing professor Philip Kotler, a representative of symbol theory, in 2011, he defines “brand” as “a name, term, symbol, or design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors” (p.255). America Marketing Association defines that brand is a name, term, design or other feature that distinguishes one seller's product from those of others. Technically speaking, then, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand.
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