品牌是企业与顾客之间的一种心理契约，品牌塑造的过程就是企业与顾客心理契约构建过程。
It is a psychological bond built up between the enterprise and the customer, in process of which a renowned brand name is simultaneously being shaped.
心理契约是一种主观心理约定，品牌本质上是顾客与品牌的心理契约。
The psychological contract is a kind of subjective psychological agreement, and brand is a psychological contract between brand and customs.
特许经营是一种以品牌、经营管理体系为核心，按照契约规定严格运作的营销方式。
Operation with special permission is the operation which takes a trade name, operation management system as the core and operates strictly in accordance with contract.
应用推荐