the English word Brand of brand comes from the old Norwegian word Brandr, which means burning. People use this way to mark private property that needs to be distinguished from others, such as livestock. In medieval Europe, craftsmen used this branding method to brand their handicrafts so that customers could identify the origin and producer of the products. This produced the original trademark, which provided guarantee for consumers and legal protection for producers. In the early 16th century, the producers of distilled whisky put whisky in wooden barrels branded with the producer's name to prevent unscrupulous businessmen from stealing the column. In 1835, Scottish winemakers used the brand Old Smuggler to maintain the reputation of the quality of wines brewed by special distillation procedures.

In the Oxford Dictionary, brand is interpreted as proving ownership, as a symbol of quality or for other purposes, that is, to distinguish and prove quality. With the passage of time, the pattern of business competition and the form of retail industry are constantly changing, and the meaning of brand bearing is becoming more and more abundant, even forming a special research field-branding.