Brand has the following functions for enterprises.

(1) Brand helps to promote product sales, help enterprises occupy the market and establish corporate image. Once the brand has formed a certain popularity and reputation, enterprises can make use of brand advantages to expand the market and promote brand loyalty of consumers. Brand loyalty can give sellers some protection in the competition and enable them to have strong control ability when making marketing plans.

(2) Brand helps to protect the legitimate rights and interests of brand owners. After the brand is registered, it obtains the exclusive right to use the trademark, and no other unauthorized enterprise or individual may infringe it, thus laying an objective foundation for protecting the legitimate rights and interests of the brand owner. At the same time, the brand is also a double-edged sword. While protecting the interests of enterprises, the brand can restrain the bad behavior of enterprises, urge them to focus on the long-term interests of enterprises, consumers' interests and social interests, and play a role in regulating the business behavior of enterprises, urging enterprises to abide by marketing ethics and fulfill their social responsibilities.

(3) Brand is helpful to market segmentation and product positioning. Each brand has its own unique style, which is not only helpful for sales, but also conducive to market segmentation. Enterprises can launch different brands in different market segments to adapt to consumers' personality differences and better meet market demand.

(4) Brand helps to develop new products, expand product mix and save the market input cost of new products. In order to meet the needs of market competition, enterprises need to produce a variety of products at the same time. Therefore, according to market changes, it is an important part of an enterprise's product strategy to continuously develop new products and eliminate old products that the market can no longer accept, while brand is an invisible force to support its new product portfolio (especially the expanded product portfolio). When a new product enters the market, it faces great risks, and the input cost is also quite high. However, enterprises can successfully extend their brands, expand their product portfolio or extend their product lines with the help of successful or well-known brands, adopt existing well-known brands, and use their popularity and reputation to launch new products, which can greatly reduce the promotion cost.

(5) Brand helps enterprises to resist the attacks of competitors and maintain their competitive advantage. Once a new product is launched, if it sells well in the market, it is easy to be imitated by competitors. However, brand is a unique asset of enterprises, which can be protected by law through registration, and brand loyalty cannot be achieved by competitors through imitation. When the market tends to be mature and the market share is relatively stable, brand loyalty is the most powerful weapon to resist the attack of competitors. In addition, brand loyalty has also built a barrier to prevent other enterprises from entering the market.