1. Brand awareness Keep brand awareness in mind: an enterprise's basic concept of brand and brand building is a comprehensive reflection of an enterprise's brand values, brand resources, brand rights, brand competition, brand development, brand strategy and brand building. On the way to building a brand, brand awareness is very important. With brand awareness, we can understand how to develop a trademark into a brand and understand our own positioning. Just like Jiang Xiaobai, his positioning is a group of young people, and his painting style and copywriting are all in this style. Therefore, when it was launched, even though the liquor industry was in a downturn at that time, he still gained huge benefits. Second, the difference between trademarks and brands Many people confuse the relationship between "trademarks" and "brands" and feel that there is no difference. Indeed, trademarks and brands are symbols of goods, and their purpose is to let consumers distinguish the source of goods/services. However, trademark is a legal term, which is strictly protected by trademark law, while brand is an economic term, which reflects its economic benefits more and is not protected by law. Only by registering a brand as a trademark or making a trademark into a brand can it be protected by law. Simply put, a trademark is the foundation of a brand, and a brand is the manifestation of a trademark. Third, the trademark promotion is in place. Take your trademark name as the word with the highest exposure, and try to use simple and clear words as trademarks, so that customers can naturally think of your trademark name when using a product. Just like seeing white wine can think of "Jiang Xiaobai", health products can think of "melatonin" and so on. IV. Conforming to industry trends In recent years, every industry is constantly changing. internet plus, * * * enjoyment, big data, blockchain and so on have changed the traditional business model and brought more impacts. As an enterprise, we should ride this wind to the sky, and use the technology for the enterprise, instead of taking a step conservatively. Just like internet plus affected supermarkets in those days, RT Mart actively developed online shopping malls, and Carrefour did not seize this opportunity, which led to its failure to keep up with the trend of the industry, and its economic benefits continued to decline. In recent years, it was better to start to set up online shopping malls. 5. Excellent product quality Any publicity and promotion will ultimately return to product quality. Consumers come because of your publicity, and whether they can stay depends on the quality and service of the products. If you play an excellent slogan but don't match it with high-quality goods, it is undoubtedly deceiving consumers. Only high-quality products can create more reputation for trademarks and bring more economic benefits to enterprises! Sixth, the packaging brand story "Diamonds last forever, and one will last forever" came out, and diamonds became a faithful witness of love. The same is true for brand building. A meaningful/interesting/sad story can often give consumers a better impression. Therefore, when building a brand, you can package a story, but it must be closely related to the positioning of the goods, otherwise it will make consumers confused.