Brand is a Chinese character, pinyin is pǐn pái, which 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.
Just as the definition of brand strategy development: brand is the image cognition, feeling, quality cognition and customer loyalty expressed through these factors and a series of market activities. Generally speaking, it belongs to an intangible asset, so the brand appears as an intangible asset at this time.
Brand building is a systematic project, which needs passion, wisdom and faith. Brand strength depends on brand leadership, in which positioning is the direction and balance is the general plan; Balance includes positioning, and positioning makes balance strong. This is the essence of IBF brand "balance force" theory.