Trademark image refers to the image of a certain trademark in the minds of consumers and all the characteristics and beliefs attached to it. Evoke a set. When a consumer makes a purchasing decision in a specific product category, he or she will consider several special brands. This phenomenon is called arousal stereotyping. There are many trademarks in a specific product category, but some are familiar and liked by consumers, while others are not. No matter how many trademarks there are in a product category, the range of stereotypes evoked by consumers is quite small. A study involving large product lines, such as toothpaste and laundry detergent, pointed out that the evoked stereotypes included only three trademarks and five trademarks on average. Among the trademarks that consumers are familiar with, there are acceptable trademarks, unacceptable trademarks and ignored trademarks. They form a small number of trademarks that evoke stereotypes and are familiar to consumers. remembered and found to be acceptable.