The concept of brand brand is a compound concept, which includes brand name, brand cognition, brand logo, brand color, brand packaging and trademark in reality. It is a part of the whole product and a commercial name planned by the manufacturer for its products. Its basic function is to distinguish the products of manufacturers from similar products of competitive enterprises. American marketing authority Philip # 8226; PhilipKolter believes that a brand is a name, noun, symbol or design, or the sum of the above, and its purpose is to distinguish its products or services from other competitors. Brand name refers to the part of the brand that can be expressed in words, that is, the readable part, such as forever, peony, Konka, Haier and so on. Brand logo refers to the parts of the brand that can be recognized but cannot be addressed by words, including symbols, patterns, colors or fonts, such as the English pattern of Coca-Cola and the logo pattern of Wasacz Sun God. But the brand and the name are different. Names only have the function of distinguishing things, and do not reflect the individuality of things, while brands are accompanied by the individuality of goods or services and the sense of identity of consumers. It is not a pure physical object, but a comprehensive existence of brand forms such as trademarks, names, nouns, patterns and brands. Therefore, we believe that a brand is a combination of names, signs and packaging symbols that reflects the individuality of goods or services and the identity of consumers, symbolizes the reputation of producers and operators, and is used to distinguish it from other goods or services. Modern brands appeared after the industrial revolution. Brand represents the quality of goods, and can play a role in opening up markets, maintaining and improving the competitiveness of goods. Therefore, as a means of marketing activities, brand has become an important tool for enterprises to compete and occupy the market. Trademark is one of the carriers of brand. Brand logo and brand name are both elements of a complete brand concept. Brand logo itself can create brand awareness, brand association and cater to consumers' brand preferences, thus affecting the quality of brand expression and customer's brand loyalty. The function of brand logo is shown in the figure below. Brand logo generally requires distinctive features, elegant appearance, concise and eye-catching, easy to identify, identify, remember and spread, which can well reflect the characteristics of enterprises or products, meet the consumer psychology and aesthetic needs of the target market, and at the same time conform to national laws and social customs. Brand features: 1. The brand itself has no entity. The brand itself is intangible, has no independent physical entity and does not occupy space. It must express itself through some direct or indirect material carrier. 2. The brand is exclusive, and it can obtain sustained economic benefits for the owner through its use. Brand is an intangible asset of an enterprise, so it can play its role as an asset for a long time and serve the production and operation of the enterprise. 3. The brand has obvious exclusivity. This exclusiveness is sometimes maintained by the confidentiality of the enterprise itself and the anti-unfair competition law (such as proprietary technology and trade secrets); Sometimes, extensive and universal legal protection (such as patent right) is obtained at the expense of proper disclosure of its contents; Sometimes with the help of legal protection, social recognition (such as trademarks, brand awareness, etc. ) With its reputation in long-term production and operation services. 4. The future economic benefits provided by brands are highly uncertain. The potential value of the brand may be great or small, that is, sometimes the product can obtain high added value, and sometimes the original brand of the enterprise depreciates rapidly due to the weak competition with commercial service renewal in technology, failing to maintain better product quality, updated performance and lower cost. This uncertainty and risk is one of the important reasons for the complexity of brand equity evaluation. Brand Function (1) Identifying functional brands can reduce the time and energy spent by consumers when purchasing goods. In marketing, consumers have a sense of wholeness to the brand, which is brand cognition. When consumers buy goods with certain use value, facing a wide range of goods, their buying behavior is first manifested as selection and comparison. Brand is a symbol of products in consumers' minds, representing the quality and characteristics of products. At the same time, the brand is the code name of the enterprise. Brand represents the business characteristics and quality management requirements of enterprises in consumers' minds, thus catering to consumers' interests and preferences to a certain extent and saving consumers' energy in purchasing goods. (II) Function of protecting consumers' rights and interests Because the brand has exclusive characteristics, the trademarks in the brand are protected by law after registration and are prohibited from being used by others. If there is a problem with product quality, consumers can trace the source according to the brand, investigate the responsibility of the brand operator and claim compensation from it according to law, and protect their legitimate rights and interests from infringement. (3) The role of promotion The promotion role of a brand is mainly manifested in two aspects: First, because the brand is a product. ...