Brand is an identification sign, a spiritual symbol, a value concept and the core embodiment of excellent quality.

the process of cultivating and creating brands is also a process of continuous innovation. Only with the power of innovation can we be invincible in the fierce competition, and then consolidate the original brand assets and participate in the competition at multiple levels, angles and fields.

brand refers to the company's name, trademarks of products or services, and other intangible assets that can be different from competitors' signs, advertisements and other intangible assets that constitute the company's unique market image. At present, there are many definitions of brand in theoretical circles, which are listed as follows:

1. Brand refers to the tangible and intangible comprehensive performance of an organization and the products or services it provides, with the purpose of identifying the organization's products or services and distinguishing them from those of competitors.

2. A brand is a name, term, mark, symbol or pattern, or their mutual combination, which is used to identify the products or services provided by an enterprise to a certain consumer or a group of consumers and distinguish them from those of competitors. (Dr. philip kotler, a marketing expert)

3. "Brand" is the holographic concentration of all intangible assets of an enterprise or brand subject (including cities and individuals), and this concentration can be identified by a specific "symbol"; It is the product of the interaction between subject and object, subject and society, enterprise and consumer.

the concept of close brand connection

1. Brand name: the readable part of a brand-the combination of words, letters, numbers or phrases. Such as Haier, Double Happiness 1999, TCL, etc.

2. Brand logo: the part of the brand that cannot be voiced-including symbols, patterns or obvious colors or fonts. Such as Nike's hook shape, Little Swan's swan shape, IBM's font and dark blue standard color.

3. Brand role; It is a way to represent brands with human or anthropomorphic logos, such as Haier Brothers, McDonald, Mickey Mouse and Master Kong.

4. Trademark: the whole brand, brand logo, brand role or the combination of various elements protected by law. When a trademark is used, it should be clearly stated with "R" or "Note", which means registered trademark.