In a broad sense, "brand" is an intangible asset with economic value, and its differences are expressed through abstract, unique and recognizable mental concepts, thus occupying a certain position in people's consciousness as a comprehensive reflection. Brand building is long-term.

The most lasting significance and essence of a brand is its value, culture and personality; Brand is a business term. After the brand is registered, it forms a trademark, and the enterprise is protected by law and has its exclusive right. Brand is the result of long-term efforts of enterprises and the intangible carrier of enterprises.