A Survey of Brand Basic Theory from the Multi-dimensional Perspective

With the development of global economy and society,brand has become an important strategic means to gain competitive advantages,and marketing scholars have paid attention to the research of brand theory.The development of brand theory consists of five stages:brand conceptualization,brand strategy,brand equity,brand management and brand relationship.Some important basic theory has been put forward,including brand image,brand position,brand extension,brand equity,brand relationship and brand internationalization.A review of brand basic theory helps to understand panoramic view of the brand theory development,and to better guide enterprises' brand marketing practice.