Importance: 1. Brand - a tool for consumers or users to remember products not only to sell the product to target consumers or users, but also to make consumers or users feel good about the product through use, so that they can repeat it Purchase, continue to promote, form brand loyalty, and make consumers or users repeat purchases. When consumers or users are satisfied with the brand and the use of brand products, they will form consumption experiences around the brand, which will be stored in memory and form a basis for future consumption decisions. Some companies have established a good image for their brands, endowed them with beautiful emotions, or represented a certain culture, so that the brand and brand products formed a good memory in the minds of consumers or users.

2. The establishment of a brand is due to the need for competition and is used to identify a certain seller's products or services. The brand design should be unique and have distinctive personality characteristics. The brand's patterns, words, etc. are different from competitors and represent the characteristics of the enterprise. At the same time, different brands each represent products of different forms, different qualities, and different services, which can provide reference for consumers or users to purchase and use. Through the brand, people can recognize the product and choose to buy it based on the brand. For example, when people buy cars: Mercedes-Benz, Volvo, Santana, Mitino, Ingels, each brand represents different product characteristics, different cultural backgrounds, different design concepts, and different psychological goals. Consumers and users You can choose according to your own needs.

3. Enterprises design brands and create brands. For example, "Haier", as a home appliance brand, when people mention the high-quality "Haier", they will think of the high quality of Haier's home appliances, Haier's high-quality after-sales service and the moving image of Haier's people thinking about consumers and users. Another example is "Nike", a world-renowned brand of sports shoes with its humanized design. High-tech raw materials and high-quality products are widely recognized by people. "Nike" represents the credibility of the enterprise and the quality brand of the product - the weapon of enterprise competition.

4. Brands win by quality. Brands often have cultural and emotional connotations, so brands add added value to products. At the same time, the brand has a certain degree of trust and following, and the company can set a relatively high price for the brand and obtain higher profits. Well-known brands among brands are the most prominent in this aspect, such as Haier home appliances, whose prices are generally higher than similar products; Nike sports shoes, which are several hundred yuan higher than equivalent Li Ning sports shoes and Anta sports shoes. In this regard, we can also look at the example of the famous beverage company Coca-Cola: Coca-Cola's total sales in 1999 were US$9 billion, and its profit was 30%. The profit was US$27, excluding 5% brought by asset investment. Profits, the remaining 2.25 billion US dollars are the high profits brought by brands to enterprises. This shows that brands, especially famous brands, bring greater benefits to enterprises, and brands, as intangible assets, have been recognized by people.

5. That is, manufacturers use brands to differentiate their products from those of competitors. Early companies’ understanding of brands was just that simple. They believe that simply giving their products or services a name will be enough to differentiate them from their competitors. Therefore, the names of many brands directly adopt the surname or first name of the founder of the company to facilitate customer identification. But in order for a brand to stand out in a market full of competitors, it must provide consumers with special benefits through its products and meet their actual needs in order to succeed.

Brand definition: It is an intangible asset that brings premium and added value to the owner. Its carrier is the name, symbol, mark, etc. used to distinguish it from the products or services of other competitors. Terminology or design and its combination, the source of added value comes from the impression formed in the mind of consumers about its carrier. For a company or enterprise, building a good brand is very important.

Brand value: The value of a brand includes user value and self-worth. The function, quality and value of the brand are the user value elements of the brand, that is, the three internal elements of the brand; the brand's popularity, reputation and popularity are the self-value elements of the brand, that is, the three external elements of the brand. The user value of a brand depends on three internal factors, and the self-value of a brand depends on three external factors.