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nd values to the product. Brands are printed on the surfaces of the products, packages and directions, and hanged in public places. Brands have the following three characters: First of all , brand is a mark which is closely concerned with a certain product or service . Brand , being different from Arts , is used as a special mark in the field of the supplying and operating of products or services ,. Second, brand has the character of distinguishing one product or service from another and is different from a sign which shows the quantity and quality of the product or service. Third, brand has a particular feature: it is easy to be read or understood by reading the word, sign , symbol , design or the combination of them . [1] p116 1.2 Functions of brands [2]p59 As the development of economy, brand may be a kind of economic symbol more than a mark of the product or service . Band plays an important role in the trading, and its significance is realized by many companies. Brands have five functions as follows: 1.2.1 Distinguishable Being commodities, different products or services of the same character have different quantities，qualities and services . Brands are like the faces of the products . It is not difficult to see that different brands have the same function to distinguish one kind of products or services from another kind, just as the function of persons’ names. However, brands can do much better than persons’ names can do. Because brands are the signatures of products or services and none of them are repeated . That is to say, when the consumers read a brand in a store or a public place, they can easily and quickly judge what kind of product or service the brand is related to. And brands help the consumers to be aware of the differences between a certain product and other products or a service and other services of the same kind and remember them. Generally speaking , consumers would seldom or never make a mistake to choose the product or service what they want by reading the brands, just as they never make a mistake to call out somebody by calling the person’s name. 1.2.2 Informative function Since brands are the marks of products or services, they must have something to do with them . In other words, brands can reflect the traits of products or services. Most brands , no matter pictorial or word brands , provide information concerning products or services, such as the place of production, the material used for the product, the function of the products, the name of the producer etc. For example, “Coca-Cola” is based on the product’s original constituents extracted from “cola” leaves and from the “cola” nut. “康泰克” means restoring the health of the patient. “Rolls-Royce” indicates the founders of this car company, “Charles Rolls” and “Henry Royce” . 1.2.3 Symbol of credit Brand has a credit . As we all know , when consumers first buy a product or enjoy a service, they usually make a credit archive in their minds for it either consciously or unconsciously . Since brands stand for the names of products or services, which can distinguish products or services from one kind to another, consumers are easier to remember the brands than to remember the products. Then consumers always transfer the credit of products or services to their names——brands. Therefore brands actually get the credits which are connected with the quantity and quality of products or services. 1.2.4 Stimulating con