Brands can be built in layers: with the development of the market, new meanings are injected into the brand, but they all serve the "identification function". If we insist on studying it in detail, I think we can treat it in layers: 1. The first layer of the brand: the logo layer. This is the most original and basic level of the brand. It is generally expressed through trademarks, brand names, brand logos and other elements. It mainly plays the role of intuitively distinguishing products. If the name "Head & Shoulders" appears on a product, you will not mistake it for "Shunshuang". When you see the small "H" at the top and the big bottom, you will think of Honda cars. 2. The second layer of the brand: information layer This is the layer of the brand that conveys product or corporate information. It can be directly reflected through the brand logo, or it can be conveyed through product packaging, instructions or specific corporate actions. For example: Golden Throat Soup, people will know at a glance that it is for treating sore throats; if a brand often sponsors school activities, the brand is most likely targeting the student market. 3. The third layer of brand: conceptual layer In the context of fierce brand competition, it is difficult for companies to find their own differences. Create a concept artificially to help consumers identify the brand. Because it imposes the company's concept on consumers, the company must repeatedly emphasize the concept. At this time, companies need a lot of advertising investment. For example: Li Ning - "Everything is possible", Haodi - "Hello to everyone is truly good." 4. The fourth layer of the brand: cultural layer In a civilized era, more emphasis is placed on the role of culture. The cultural level of a brand is the highest level of brand development. It is the historicization of concepts or the conceptualization of history. It represents a collective atmosphere that is generally recognized by society. Therefore, it has high requirements on the management level and employee quality of the enterprise, and it also requires a large amount of capital investment. Chinese companies have not done enough in this regard. Typical examples include: "IKEA" creates a "feeling of home"; "Jinliufu" advocates "blessing culture". The specific strategies cannot be explained clearly in a few words. The brand building strategies of large enterprises and small and medium-sized enterprises have different priorities. Hope it can bring you some slight help!