A famous brand is a well-known brand or a strong brand. People study brands precisely to help enterprises create and use famous brands. We hope that through the study of famous brands, people will fully realize the role of famous brands and form a sense of famous brands. The great function of famous brand lies in its famous brand effect, which leads the progress and development of products, enterprises and society. As an enterprise asset, famous brands will have an impact on enterprises in terms of market development, capital expansion and personnel cohesion, so that enterprises have a magic weapon for success. A famous brand refers to a well-known brand, which usually has the following elements: (1) It has high recognition among the relevant public; (2) The brand lasts for a long time; (3) Brand promotion has a long duration, a high degree and a wide geographical scope; (4) It has been protected as a famous trademark or a well-known trademark; (5) It has become a registered trademark; (6) Other factors. Four misunderstandings about famous brands: First, assimilate famous brand products with famous brands. Even the best brand-name products are out of date, because most products have a life cycle; But the older a real famous brand is, the more valuable it is. A famous brand is a symbol. Enterprises should strive to create brands, not products. The second is to equate local famous products with famous brands. For example, "Beijing Roast Duck" is not a famous brand, but a local specialty. It has no trademark or commodity name, but a product that anyone can apply for. And "Quanjude" is a famous brand and firm, which is unique. Third, one-sided emphasis on the popularity of famous brands, while ignoring the trust and reputation of famous brands. 1998 Qin Chi Winery won the title of CCTV advertisement for 320 million yuan, but the final failure shows that Qin Chi only considered the popularity of the product, ignoring its trust and reputation. Because the local wine production is far from enough, Qin Chi had to blend a lot of white wine from Sichuan. Fourth, it is one-sided for small and medium-sized enterprises not to engage in famous brands. Famous brands are also a process of continuous elimination, which is dynamic. When Haier started to build a famous brand in 1985, it was only a small enterprise with a loss of1470,000 yuan. However, Zhang Ruimin smashed the brand by "smashing the refrigerator", which improved the popularity, trust and reputation. It was a smart move to create a famous brand.