Brand refers to consumers' cognition of a certain product and product series. The essence of brand is that the products, services or other advantages of brand owners over competitors can bring the same or higher value to the target audience.

Values include functional interest and emotional interest.

Brand in a broad sense is an intangible asset with economic value. Their differences are manifested in abstract, unique and recognizable psychological concepts, which occupy a certain position in people's consciousness. Brand building is long-term, and the narrow sense of "brand" is a kind of "standard" or "rule" with both internal and external characteristics, which is regulated and regulated by four aspects: concept, behavior, vision and hearing.

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