11-16 4.Brand Equity Analysis Brand Building Concepts: BRAND: -some name,term,or symbol to identify and distinguish market offerings from different suppliers. more than a name,it becomes a brand only when it is linked with some specific benefits. These benefits can be: -functional -expressive -symbolic 国际商学院市场营销学系4. Brand Equity Analysis & Brand Building Concepts: Concepts: BRAND: -some name, term, or symbol to identify and distinguish market offerings from different suppliers. - more than a name, it becomes a brand only when it is linked with some specific benefits. These benefits can be: -functional -expressive -symbolic 11 －16 11 －16