Brand nouns are explained as follows:

Brand is a Chinese word whose pinyin is pǐn pái, which refers to consumers’ awareness of certain types of products and product series.

The essence of a brand is that the brand owner's products, services or other advantages over competitors can bring equal or higher value to the target audience than competitors. The values ??include: functional benefits and emotional benefits.

In a broad sense, "brand" is an intangible asset with economic value. It uses abstract, unique, and identifiable mental concepts to express its differences, and thus occupies a certain position in people's consciousness. . Brand building is long-term.

In the narrow sense, "brand" is a "standard" or "rule" that has both internal and external aspects. It is made by standardizing and regularizing the four aspects of concept, behavior, vision and hearing, so that it has A general term for an identification system that is unique, valuable, long-term, and cognitive. This system is also called CIS (corporate identity system) system.

Kotler, the father of modern marketing, defined in "Marketing" that a brand is a specific set of features, benefits and services provided by sellers to buyers over a long period of time.

A brand is an intangible asset that brings premiums and added value to the owner. Its carrier is a name, term, symbol, mark, or name used to distinguish the products or services of other competitors. The source of added value of design and its combination comes from the impression of its carrier formed in the minds of consumers.

A brand carries more of the recognition of its products and services by some people. It is a product derived from the mutual running-in between the brand owner and the customer's purchasing behavior.

The most lasting meaning and essence of a brand is its value, culture and personality; brand is a business term. After the brand is registered, it forms a trademark, and the company obtains legal protection and has its exclusive rights; the brand is the long-term efforts of the company. The results of operations are the intangible carrier of the enterprise.