The incubation brand is divided into two parts, one is the core of the incubation brand, and the other is the appearance of the incubation brand. Only when the brand appearance is consistent with the brand core can the brand truly have tension.

A brand is an intangible asset that brings premiums and added value to the owner. Its carrier is a name, term, symbol, mark, or name that is used to distinguish the products or services of other competitors. The source of added value of design and its combination comes from the impression of its carrier formed in the minds of consumers. Chinese brands are “soft” at their core. One is the lack of influence. Especially international influence. The number of internationally renowned brands is too small, and their influence is not large enough. There are almost no internationally renowned brands. The second is the lack of vitality. The brand cycle is short, the added value is small, and the contribution to the economy is low. Although hundreds of thousands of new brands are added in my country every year, the average brand life cycle is less than two or three years, which is in sharp contrast to the current situation of international brands that often have a history of a century.

In recent years, although more and more companies in China have their own brand products, and some local companies have begun to have mature brand concepts and gradually have international influence, overall, at present, my country’s own brands Its development is still very weak, and it is still far from commensurate with our country's position in world economy and trade. In addition, due to the lack of intellectual property rights in core technologies, the added value of independent brands is still low, and the difference between having and without a brand is not obvious. The brand basically remains at the stage of being embodied as "a trademark", or it is just in love with the "brand appearance" metaphysical stage.

When studying brands, we are often overwhelmed by a variety of vocabulary: brand attitude, brand synergy, brand effect spillover, brand dilution, brand recognition... Everywhere, we can see people's opinions on " "Brand" talks about it with great enthusiasm, seeing marketers and managers pursuing it, seeing managers and entrepreneurs loving it, and seeing consultants and professors paying attention to it. Everything shows that brands have become an important element of economic life, and people are convinced that brands have strong charm. However, not everyone truly understands the connotation of the brand, because if the exact meaning of the brand cannot be truly understood, the charm of the brand itself will become commercial packaging and lose its power.

It is generally believed that brands are partly material, represented by products, places and people. But today we have clearly realized that as the industrial revolution has transformed into a technological revolution and even an intellectual revolution, the entire world has transformed from a "tangible world" to an "intangible world". Today, those intangible and weightless ideas, such as intellectual property, Creativity, products and services are far more important than tangible things in driving wealth, especially for brands.

So, the comprehensive definition of brand should be: the brand has the most basic essence, which is not external, nor is it completely defined by products or services. Just like Plato believed: In every aspect of any specific thing we experience in daily life, there is the "idea" of that thing. It is the "idea" that makes things last longer and even has permanent meaning. Every aspect of any specific thing we experience in our daily life has the "idea" of that thing. The "idea" makes things more permanent and even has permanent meaning. The ultimate embodiment of the brand is a specific thing, but this specific thing itself does not represent the brand. The brand is just the external expression of this specific thing in people's inner cognition. Products have product value, and brands have brand value. The brand is not created by oneself. It is essentially the emotion of the people connected with the product concept. Simple interest recognition is not brand value.