品牌是用以识别某个销售者或某群销售者的产品或服务,并使之与竞争对手的产品或服务区别开来的商业名称及其标志。品牌管理贯穿于品牌建立、成长、巩固的全过程中。品牌管理是一个重要而复杂的体系化工程。作为一名烟草企业的营销人员,应当如何从品牌命名、商标注册着手,来实施多品牌呢?在实施多品牌策略过程中又该如何把握好市场定位、品牌培育呢?本文对此试进行了肤浅的探讨。 A brand is a business name and logo that identifies a seller or group of sellers ’products or services and distinguishes them from competitors’ products or services. Brand management throughout the brand building, growth, consolidation of the entire process. Brand management is an important and complex system engineering. As a marketer of tobacco companies, how to implement multi-brand from brand name and trademark registration? How should we grasp market positioning and brand cultivation in the process of implementing multi-brand strategy? Superficial discussion.