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品牌（brangd）一詞來源于古挪威文字“brandr”意思是“烙印”，它非常形象地表達(dá)出了品牌的含義——“如何在消費(fèi)者心中留下烙印？”品牌是一個在消費(fèi)者生活中，通過認(rèn)知、體驗、信任、感受，建立關(guān)系并占得一席之地，是消費(fèi)者感受的總和。企業(yè)自身上能控制成本并不能產(chǎn)生利潤，只有當(dāng)消費(fèi)者產(chǎn)生購買后才能產(chǎn)生利潤，而能否讓消費(fèi)者產(chǎn)生購買的欲望，品牌的力量就開始顯現(xiàn)。品牌競爭屬于精神和心理層面的競爭，注重心理感受和情感滿足，品牌定位必須體現(xiàn)消費(fèi)者心智空間的需求。企業(yè)的商品力弱，缺乏競爭優(yōu)勢，難以實現(xiàn)所有企業(yè)家夢寐以求的附加值——高額利潤；因為附加值低，企業(yè)缺乏產(chǎn)品研發(fā)后勁、管理升級以及市場推廣的投入，沒有強(qiáng)勢的品牌競爭力，商品的市場競爭力就不敵競爭對手，其市場價值自然無從提升，由此帶來更低的附加值，企業(yè)水平的高低決定著商家與商家之間的大小，也決定著產(chǎn)品與產(chǎn)品之間的成功與失敗，更決定著商家與商家之間的強(qiáng)大與弱小。在企業(yè)的發(fā)展過程中，品牌與產(chǎn)品價格有著密切的關(guān)系，產(chǎn)品價格始終影響到企業(yè)的銷售業(yè)績及利潤，而決定產(chǎn)品售價的除了產(chǎn)品的性能、技術(shù)含量、用途等之外，往往還存在一個無形的東西，那就是企業(yè)品牌。巨大的中國市場已經(jīng)成為國內(nèi)國際各企業(yè)共同爭奪的主戰(zhàn)場，企業(yè)不論實力、不論規(guī)模、不論資歷，注定要在同樣的環(huán)境下求得生存、渴望發(fā)展。要想在競爭中勝出，必須將注意力集中于創(chuàng)造具有核心競爭優(yōu)勢的“強(qiáng)勢品牌”。強(qiáng)勢品牌終極目標(biāo)是為獲得高額利潤和可持續(xù)高速發(fā)展。無形資產(chǎn)的重復(fù)利用是一種低成本的復(fù)制成功，只要有科學(xué)的態(tài)度與高度的智慧來規(guī)劃品牌延伸戰(zhàn)略，就能通過理性的品牌延伸與擴(kuò)張，充分利用品牌資源這一無形資產(chǎn)，實現(xiàn)企業(yè)與商家的跨越式發(fā)展。設(shè)計讓價值看得見。設(shè)計讓價值看得見。專業(yè)化的設(shè)計思想，是萬仟堂產(chǎn)品設(shè)計機(jī)構(gòu)自身價值之所以能不斷實現(xiàn)的優(yōu)勢，專業(yè)技術(shù)、敬業(yè)精神、鉆研態(tài)度是萬仟堂贏得業(yè)內(nèi)人士贊譽(yù)的基石。萬仟堂的設(shè)計不只是某個單一的物品或功能，它是一個龐大的構(gòu)思集合，而這些設(shè)計都源于同一個主題思想——質(zhì)樸。全新的創(chuàng)作理念為陶藝世界帶來獨樹一幟的新鮮血液和煥然一新的視覺感受。科學(xué)管理、規(guī)范運(yùn)作的經(jīng)營模式，為優(yōu)秀人才提供了一個良好的發(fā)展平臺。萬仟堂設(shè)計機(jī)構(gòu)所特有的核心優(yōu)勢在于，萬仟堂認(rèn)為每件作品的存在都是一個生命的存在。萬仟堂珍愛每一個生命，更如尊重生命一樣尊重每個產(chǎn)品的性格，主張以個性、差異界定作品的形象風(fēng)格，尋求簡潔、有力的視覺語言表述，拒絕浮華、媚俗的表現(xiàn)形式，力求每一個創(chuàng)作均能成為陶瓷藝術(shù)的經(jīng)典，形成其獨特的特征。萬仟堂，更愿與積極進(jìn)取的企業(yè)和同行共創(chuàng)品牌，同贏天下。

The word “brand” derives from ancient Norway word “brandr”, which means “imprint”. It vividly expresses the meaning of “brand”, which means “How to leave imprints in the heart of customers?”. Brand is the important relationship between customers and products, which comes from the customers’ cognition, experience, trust and feelings in their daily shopping lives. It is the combination of customers’ feelings. Enterprises will not make profits only with the ability to control production cost. Profits can only be made if the products are purchased by customers. Brand is the power to lead the customers to have the desire to buy, and here comes the power of the brand.The competition of brand belongs to spiritual and psychological competition, which emphasizes on psychological feelings and emotional satisfaction. Brand positioning must reflect the mental requirements of customers.If the enterprise is not powerful in commodity strength and has poor competitive advantage, it is difficult for the enterpriser to realize his dream of added value, which is making high profits. Because of the low added value the enterprise lacks in product research and development, management upgrade and the investment of market expansion. So the enterprise doesn’t have powerful brand competitiveness. As a result, the market competence of products can not compete with that of its competitors and naturally its market value cannot be upgraded resulting in lower added value and weaker competitiveness. Hence, there is difference in the size of enterprises, difference of success and failure between products and difference of strength and weakness between enterprises. In the development of enterprises, brand name has a close relationship with the prices of products, for the prices of products have an influence on the enterprise’s income and profit. Besides the product’s technology and its application, the factors that decide the prices of products include an intangible one, which is the enterprise’s brand name. The huge market in China has become the main market that enterprises jostle with one another for. Enterprises are doomed to survive and fight for development in the same environment regardless of strength, scale and experience. In order to win in the heated competition, enterprises have to concentrate on making “powerful brand”, which helps to create core competitive advantage.The eventual goal of creating powerful brand is to make high profits and realize sustainable and quick development. The repetitive use of intangible assets is a kind of successful low