According to information on the Zhihu website, this purpose mainly includes the following:

1. Brand planning and design costs: including brand naming, design, positioning, publicity and other costs.

2. Brand promotion expenses: including advertising, promotion, public relations, media promotion and other expenses to increase brand awareness and reputation.

3. Brand promotion material production costs: including production costs for event posters, manuals, brochures, videos and other promotional materials.

4. Brand activity expenses: including expenses for holding brand promotion activities, participating in exhibitions, sponsoring activities, etc., to increase brand awareness and influence.

5. Brand registration and rights protection fees: including brand registration, trademark application, intellectual property protection, rights protection and other fees to ensure the legitimacy and rights of the brand.