today's society is a competitive society, and the global economy is basically in the buyer's market. As far as China is concerned, with the deepening of reform and opening up and the rapid economic development, China is also in a buyer's market. What is a buyer's market? Simply put, it is supply and demand. There are abundant commodities in China's market, and cultural entertainment and tourism services are also emerging one after another. As the buyer's market supply exceeds demand, the heterogeneity of products or services is reduced, and the difference is not obvious, especially from the core function difference is almost zero.

For example, in today's home appliance business war, the core functions of various brands of color TVs are to transmit information and entertain life; For another example, no matter what brand, the basic function of washing machine is to reduce the burden of housework. Under the buyer's market condition where the difference of goods is not obvious, how can enterprises or their products establish their own characteristics to distinguish themselves from competitors and attract users with their own personality? Here will lead to a successful road: establish a unique product brand and promote consumption with famous brands.

before you know and establish a brand, you need to know some basic theories, methods and basic awareness of the brand.