为概念正名（Name the concept）.doc

为概念正名（Name the concept） After reading Mr. Guans concept of Legend (from mediocre to excellence), I became interested in new brand theory and thought again...... In these ancient and modern Chinese and Western brand system and management work, without having a relatively perfect theory system and distinctive point of view, but if put together, there always seems to be difficult to judge on the fallacy of selective confusion. Moreover, many theories, if we look at them with new thinking and dynamic vision, we will find many traditional views need to be updated, while local brand works are more suitable for Chinas actual conditions. Especially after reading Legend of the concept, I was given the urgent desire to name the Chinese concept. If you can not stand the height to understand the concept of one word, so I am very worried about this author condensed 20 years of effort and work in the people tasted, gradually fade out the vision of brand builders, not give full play to the great value of this theoretical system should be. The basic definition of a concept: Concept: Peoples understanding of the nature of things and the basic units and forms of logical thinking. The dialectics of concept refers to the dialectical relation between the formation, change and development of concepts and the connection and transformation of concepts. The study of the dialectical nature of the concept is the main content of dialectical logic. From vivid intuition to abstract thinking, a series of concepts are formed, and the truth of these concepts is returned to practice to be tested. This cycle is the general approach of human cognition approaching the objective reality day by day. The main outcome of scientific understanding is the concept of formation and development. The concept is more profound, more correct and more comprehensive in reflecting the objective reality and guiding peoples social practice. The most basic feature of a concept is its abstractness and generality, its essen