In the Oxford Dictionary, a brand is explained as "used to prove ownership, as a sign of quality or for other purposes", that is, to distinguish and prove quality. Brand is a comprehensive concept that includes many levels: it not only represents the product's trademark, logo design, graphic representation, packaging, price, reputation, advertising style, but also represents corporate philosophy, national characteristics, historical development, cultural inheritance, etc. Behind the scenes, it creates a certain sense of recognition and appeal among customers.

According to the definition of brand by the American Marketing Association, a brand is “a name, term, sign, symbol, or design, or a combination thereof, intended to identify the products of a seller or group of sellers. or services, and differentiate them from competitors’ products or services.”

Ogilvy (1999), the founder of Ogilvy & Mather, a world-famous advertising master, defines a brand as: A brand is a comprehensive and complex product. The symbol is an invisible combination of product attributes, name, packaging, price, history, reputation, and advertising style. At the same time, it also differs because of consumers’ impressions of its use and their own experiences.

Brand expert David Philip Jones said, "Products that provide customers with functional benefits or added value that they think are worth buying."

China Mr. Ai Feng, chairman of the famous trademark protection organization and a famous scholar, said: "The direct explanation of brand is the brand of the product. The brand includes three brands: the first is the brand of the product, which is commonly known as the trademark; the second is the destination. The name is the trade name; the third is the brand that can be used as a commodity. However, in practical applications, the connotation and denotation of the brand go far beyond the scope of literal interpretation. It has comprehensive functions, focusing on the integration function of brand information, and points out that brands include other intangible elements, such as social and cultural psychology, market economic significance, reputation, history, legal significance, etc. ”

Brand expert Liang Zhongguo. Said: "Brand is a carrier that embodies all elements of an enterprise. It is the concept and impression of something formed by the audience under the comprehensive influence of various related information. It includes product quality, added value, history and consumer judgment. . In the era of brand consumption, winning the hearts of consumers is far more important than the production itself, and the brand image is far more important than the product and service itself. "

Scholar Han said: "Brand is a composite concept. Brand recognition, brand association, brand logo, brand color, brand packaging, trademark composition.