精选优质文档-倾情为你奉上品牌管理整理：Chapter.1定义（definition）：According to the American Marketing Association(AMA),a brand is a “name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”.(P2)品牌的优点：Consumers:Identification of source of product识别产品来源Assignment of responsibility to product maker追溯制造商责任的依据Risk reducer减少风险Search cost reducer降低搜寻成本Promise,b
