Famous brand and its creation have been a hot topic in domestic marketing research in recent years. Based on the comprehensive analysis of domestic and foreign scholars' views and research results on famous brands, this paper puts forward the operational definition of "famous brand" and systematically analyzes and discusses the essence of creating famous brands. This paper holds that famous brands refer to brands that have a high market share for a long time in product categories; The essence of creating a famous brand is to build the brand knowledge in consumers' memory, specifically, to establish the association between brand name and product category, product evaluation and other unique concepts. Perhaps because "famous brand" is a new concept, or because there is no corresponding definition abroad to refer to and quote, many domestic scholars have tried to define it or give some explanation. For example, "a famous brand is a brand that can attract people's attention, bring benefits and produce value [1]." "A famous brand is a well-known, famous and well-known brand. ..... From the perspective of law, famous brand is a kind of intellectual property. ..... From the perspective of economics, famous brands are intangible assets corresponding to the tangible assets of enterprises [2]. " "The so-called famous brand, in short, is a well-known brand, that is, a brand or trademark with wide popularity and reputation in the market [3]." "The so-called famous brand is a best brand recognized by everyone in a wide range [4]." Wait. In addition to directly defining "famous brand", some scholars also try to define famous brand by setting some restrictions on "famous brand" or pointing out the characteristics that famous brand should have. For example, Liu Leshan (1996) argued that as a famous brand, at least the following conditions should be met: ① having registered trademarks and trade names; (2) product quality and service quality are adequately guaranteed; (3) familiar to consumers; ④ It has extraordinary market share; ⑤ It has extraordinary property right value; ⑥ There is an objective basis for the public's affirmative tendency or a formal recognition of the impartiality of the authoritative organization [5]. According to Zhou Minliang (1997), brand-name products have the following seven basic characteristics: ① They have a broad and stable consumer group. (2) have a larger market share, the market share of enterprises is higher. ③ It has a unique operation mode from product development to market sales. ④ Strong technical development and innovation ability. ⑤ The high quality of products is generally recognized by consumers. ⑥ Have a high profit level. ⑦ All famous brands and trademarks have high value. 8 Enterprises with famous brand products pay great attention to maintaining the image and reputation of famous brands [6]. Lu Juan (1996) pointed out that famous brands recognized by the market generally have six characteristics: ① high quality, ② high characteristics, ③ high popularity, ④ high credibility, ⑤ high coverage and ⑤ high added value [7]. According to Zhong Yugan and Wanwan (1998), famous brands have four characteristics: ① high popularity. ② High reputation. ③ Large market share. (4) greater reputation value [8]. Wang Jing (1996) thinks that world famous brands have five basic characteristics: ① large market share, ② high value-added profit-making ability, ③ strong export ability, ④ trademark with extensive legal effect and continuous investment support, and ⑤ trademark with strong ability to transcend geographical and cultural boundaries [9]. Huang Guozhen (1996) thinks that famous brands have the characteristics of ① high quality, ② high popularity and ③ high market share [1]. To sum up, most scholars generally agree that famous brands should have the following three main characteristics: ① high market share, ② high popularity and ③ high quality. After analyzing these three characteristics, it is not difficult to find that high popularity and high quality are necessary conditions for famous brands, but not sufficient conditions for famous brands. In other words, famous brands must be of high popularity and high quality; On the contrary, high-profile and high-quality brands are not necessarily famous brands. For example, in China, high-profile brands, such as Giant Brain Gold and Qin Chi Wine, have been produced due to a large amount of advertising investment, but they are actually not famous brands. As for products with good quality rather than famous brands, there are many examples, but no one knows it when it is said. Among the three main characteristics, "high market share" is close to the necessary and sufficient condition for becoming a famous brand. As long as the attribute "long-term possession" is added, it will become a necessary and sufficient condition for a famous brand. There are two reasons: first, famous brands have a high market share. Think about those brands that people call famous brands, such as Haier, Changhong, Nokia, Mercedes-Benz, Kodak, Coca-Cola, IBM, etc., which of their main products does not have a high market share; Secondly, brands that have gained a high share for a long time are generally famous brands. Famous brands have the characteristics of artificial regulations. In real economic life, people often regard the brands of users as famous brands. That is to say, brands with high occupancy rate are often considered as famous brands. On the other hand, it has a high occupancy rate for a long time, which shows that the brand has the characteristics of high popularity and high quality. Because high occupancy rate means that more consumers buy and use the brand in the corresponding product field, so there are naturally many people who know the brand, and the popularity is relatively high; Having a high occupancy rate for a long time means that many consumers buy and use the brand repeatedly, which means that consumers are loyal to the brand, which means that the brand is recognized by more consumers, and it also means that the quality of the product is high, at least the quality of the product will be considered high by consumers, because consumers will not buy products that they think are of poor quality. From the above analysis, it can be seen that the so-called "famous brand" refers to a brand that has a high market share for a long time in a certain product category. There are two points to explain here. First, a famous brand should be a brand with a high market share for a long time. In other words, a brand with a temporary high market share for some reason cannot be regarded as a famous brand, because it will soon become a negligible brand in the market. Only those brands that can stand on the market for a long time can become famous brands. Second, in the word "market share", the market is an attribute, which is used to modify the share. In other words, the market share is relative to the market. There are large and small markets, regional, national and global, so there are also regional, national or global brands. A famous brand in a certain region is not necessarily a national brand; Similarly, national famous brands are not necessarily international famous brands. Conversely, a national famous brand may not be a famous brand in a certain region. Strictly speaking, the above definition of "famous brand" is only an operational definition, but it is much more objective, fair and scientific to distinguish "famous brand" from ordinary brand by using "market share" as the standard than to select "famous brand" by some experts, scholars or government officials. Because "famous brand" is forged in the market, "famous brand" exists in the hearts of consumers. Market share can objectively reflect the position of a brand in the minds of consumers, while expert selection only reflects the opinions of some experts. Example of a famous brand: Her clothes are famous brands. | Brand-name goods | Famous universities 2. Brands with names written on them; Examples of brands that indicate the names of items, etc.: The seats are filled with delegates' famous brands. A famous brand is a well-known brand or a strong brand. People study brands precisely to help enterprises create and use famous brands. We hope that through the study of famous brands, people will fully realize the role of famous brands and form a sense of famous brands. The great function of famous brand lies in its famous brand effect, which leads the progress and development of products, enterprises and society. As an enterprise asset, famous brands will have an impact on enterprises in terms of market development, capital expansion and personnel cohesion, so that enterprises have a magic weapon for success. Source: Kangyong Shengshi famous brand refers to a famous brand, which usually has the following elements: (1) It has a high degree of awareness among the relevant public; (2) The brand lasts for a long time; (3) Brand promotion has a long duration, a high degree and a wide geographical scope; (4) It was once protected as a famous trademark or well-known trademark; (5) It has become a registered trademark; (6) Other factors.