Judging from the information displayed in the inquiry, Liu Chen Jewelry is not a brand because it does not form a unique trademark or brand image, but only serves as the name of the store. Brand is usually related to the uniqueness, quality and reputation of products, but Liu Chen jewelry has not formed unique characteristics in these aspects. Besides, brands usually carry out extensive publicity and promotion, while Liu Chen Jewelry does not carry out such marketing activities. So although it is an ordinary store name, it has not developed into a brand.