Brand is actually a professional subject born on the ass of a cow. The encyclopedia of MBA think tank interprets the Brand in this way: the English word brand comes from the old Norwegian Brandr, which means "burning". People use this way to mark private property that needs to be distinguished from others, such as livestock. In medieval Europe, craftsmen used this marking method to mark their handicrafts, so that customers could identify the origin and manufacturer of the products.

Brand is an identification symbol (company name, trademark of products or services), a spiritual symbol and a value concept. From the operational level, a brand is a consistent and conceptual system formed by an institution, an enterprise or a product from the inside out, with its internal temperament presented and external symbols displayed.

In the view of brand management of Avenue Hengmei, brand is the core achievement of enterprise management, the collection of all external images of enterprises, a very important part of enterprise strategy and the most valuable asset of enterprises.

For products, the greatest value of brand lies in premium, and a more advanced product brand means "hard currency", imagination, glory and self-worth.

In fact, no matter whether a company is doing brand building and operation, when you start a company, the company has already started the road of "brand" since it has a name. The purpose of making a brand is to present the "collective value of all external images" so that people can know, recognize and respect it, and form a purchase and profit. The advantages of brand enterprises in word of mouth, influence, channels, capital market and talents will be more obvious.