brand is a collective concept, including brand name, brand mark and trademark. Its purpose is to identify the products or services of a certain seller or a group of sellers and distinguish them from those of competitors. The inevitable trend corresponding to the internationalization of marketing is the globalization of brands. Based on the macro-environmental impact of global economic integration, the strategy of marketing around brands is the focus of development strategy. First, the characteristics of brand. Brand comes from a specific cultural atmosphere, giving each product cultural characteristics. Products are not only the product and system of this culture, but also a means of communication. Culture includes the value system absorbed by brand design, and cultural characteristics are the basic principles that determine the external form of the brand, which is the core of the brand, and cultural differences are the foundation of the brand. Second, brand strategy design. In the analysis of target market, we can choose different standards or angles when subdividing the market. To sum up, there are roughly geographical standards, population standards, purchase standards and psychological standards. Determining the target market is to evaluate these market segments on the basis of market segmentation in order to determine the target market that the brand should set. The potential demand scale of the market segments is determined by the number of potential consumers, payment ability, price elasticity and other factors. In order to determine the potential demand scale of market segments, it is necessary to make quantitative trend analysis of these factors. Another factor that determines the actual capacity of the market segment is the potential competitors in the market segment. Brand positioning is a process or action to determine and establish a unique brand image for the target market and design and spread the overall image of the brand, so as to occupy a unique and valuable position in the hearts of target customers. The implementation of brand positioning can make potential customers have a beneficial understanding of the brand, and then produce brand preference and purchase behavior. Third, the brand's long-term strategy. Brand image design style can only seek long-term and stable development if it is consistent, and there is no need to repeat the same theme. The theme should be based on products and services and should change with the times. Advertising investment is a weapon for the brand to maintain its long-term strategy. Enterprises need the help of advertising companies to promote their brands, and only "intelligent" advertising companies can really help customers create strong and lasting brand assets. The so-called "intelligent" advertising companies must have market foresight and insight into consumers. Controlling sales channels and anti-counterfeiting measures, as far as marketing is concerned, it is often those businesses that are in direct contact with users and consumers that occupy the best time and place. It is the most essential feature of the brand era that all marketing activities and market values revolve around the brand, and marketing has developed into brand marketing accordingly. Owning a brand means owning a market, that is, having the present and the future, and you can get the greatest market value.