Brand maintenance includes three aspects, as follows:

1. Self-maintenance of brand development:

Brand self-maintenance means mainly penetrate into brand design , registration, publicity, internal management and anti-counterfeiting and other brand operation activities. Integrating the brand's self-maintenance ideas into the brand's design, registration and promotion should be considered during the brand creation stage.

Therefore, in the brand maintenance stage we define, self-maintenance of brand development can be defined as "the company's own continuous improvement and optimization of products, as well as anti-counterfeiting and brand secret protection measures", specifically including product quality strategy, technological innovation strategy, anti-counterfeiting and anti-counterfeiting strategy and brand secret protection strategy.

2. Legal maintenance of brand development:

Legal maintenance of brand includes timely acquisition of trademark rights, legal protection of well-known trademarks, legal protection of certification trademarks and names of origin, and Counter-protection when a brand is embarrassed.

There is a similar situation in "Legal Protection of Appellations of Origin". "Counter-protection when a brand is embarrassed" not only has different measures depending on the company and product, but also uses a variety of legal terms. Therefore, legal maintenance is defined as the protection of brands mainly through the registration of trademarks and applications for well-known trademarks.

3. Operation and maintenance of brand development:

After brand development enters the mature stage, it is necessary not only to continuously update products through self-maintenance to maintain customer loyalty to the brand, but also to adopt legal measures. Maintenance is to ensure that the brand is protected from any form of infringement. Management and maintenance methods should be adopted to ensure that the brand as a resource can be fully utilized and the brand value can be continuously improved.

Brand operation and maintenance is a series of actions taken by enterprises in specific marketing activities to maintain brand image and protect brand market position. It mainly includes adapting to market changes and catering to consumer needs; protecting product quality, Maintain brand image and reposition the brand.