Brands can be divided into different categories according to different standards:

(1) Division of radiation areas according to brand awareness

Brands can be divided into regional brands, domestic brands, international brands and global brands according to brand awareness and radiation areas.

regional brands refer to brands produced and sold in a small area, for example, featured products produced and sold locally. These products are generally produced and sold in a certain range, and the radiation range of products is not large, which is mainly influenced by product characteristics, geographical conditions and certain cultural characteristics. This is a bit like the phenomenon that Shaanxi Opera is mainly in Shaanxi, Shanxi Opera is mainly in Shanxi, and Henan Opera is mainly in Henan.

domestic brands refer to products that are well-known in China, spread all over the country and sold all over the country. For example, Haier, a giant of home appliances; Cigarette giant-Hongtashan; Wahaha, the giant of drinks.

International brands refer to brands with high popularity and reputation in the international market, and their products spread all over the world, such as Coca-Cola, McDonald's, Marlboro, Mercedes-Benz, Ericsson, Microsoft and Pierre Cardin.

(II) Classification according to different links in the production and operation of branded products

Brands can be divided into manufacturer brand and dealer brands according to the links in the production and operation of products. Manufacturer brand refers to the brands designed by manufacturers for their own products. Dealer brand is a brand established by dealers according to their own needs, their understanding of the market and the needs of enterprise development. There are many in manufacturer brand, such as SONY, Mercedes-Benz and Changhong. Dealer brands such as "Sears" (sold in department stores such as "Wangfujing").

(III) Classification according to the source of brands

Brands can be classified into self-owned brands, foreign brands and grafted brands according to the source of brands. Private brands are founded by enterprises according to their own needs, such as Honda, Dongfeng, Permanent, Motorola, Quanjude and so on. Foreign brands refer to brands acquired by enterprises through franchising, merger, acquisition or other forms. For example, Unilever acquired Beijing "Jinghua" brand, and Hong Kong Dixon Group acquired French famous brand S.T. Dupont. Grafting brand mainly refers to new products with both brands formed through joint ventures and cooperation, for example, Qindao-Liebherr.

(4) according to the length of the brand life cycle

according to the length of the brand life cycle, it can be divided into short-term brands and long-term brands.

Short-term brand refers to a brand whose brand life cycle lasts for a short time, which is short-lived or persistent in the market competition for some reason.

Long-term brand refers to the brand whose life cycle changes with the product's life cycle, which can still endure for a long time and remain youthful forever. For example, time-honored brands in history; Quanjude, inline promotion, etc. There are also some world-famous brands that have been developed internationally for a long time, such as Coca-Cola and Mercedes-Benz.

(V) Classification according to domestic sales or export of branded products

Brands can be divided into domestic sales brands and export brands according to whether the product brands are aimed at the domestic market or the international market. Because there are great differences in macro-environment such as law, culture, science and technology among countries in the world, a product has different brands in different national markets and a separate brand in the domestic market. The division of brands into domestic brands and export brands is unfavorable to the overall spread of corporate image, but it has to be adopted due to historical and cultural reasons, and the influence of internationalization should be considered for the naming of new brands.

(6) Classification according to brand behavior

According to the different industries of brand products, brands can be divided into several categories, such as household appliances brands, food and beverage brands, daily chemical brands, automobile machinery brands, commercial brands, service brands, clothing brands, women's wear brands, and network information brands.

in addition to the above categories, brands can also be divided into strong and weak brands according to the market situation of products or services; According to the different uses of brands, they are divided into means of production brands and so on.