Brand maintenance refers to a series of activities carried out by enterprises to maintain the brand image, maintain the brand's market position and brand value in response to the impact of changes in the external environment on the brand.

Brand maintenance is an important task in the implementation of brand strategy. We are already very familiar with some examples: some famous brands or even century-old brands have lost or even completely destroyed their brand value because they failed to monitor market changes or due to emergencies. For example, "Guanshengyuan" among food brands, "Sanzhu" among health care products brands, "Qinchi" among alcohol brands, etc.