The word "famous brand" is a popular marketing term in China after 1990s, and it is the product of market economy. Different from a large number of other marketing terms directly translated from the West, there is no direct equivalent word for famous brands in English, and the word with similar meaning is "established brand", which means "established brand" or "mature brand".

Characteristic meaning

Famous brand and its creation is a hot spot in domestic marketing research in recent years. Based on the comprehensive analysis of domestic and foreign scholars' views and research results on famous brands, this paper puts forward the operational definition of "famous brand" and systematically analyzes and discusses the essence of creating famous brands.

This paper holds that famous brands refer to brands that have a high market share for a long time in product categories; The essence of creating a famous brand is to establish brand knowledge in consumers' memory, specifically, to establish the relationship between brand name and unique concepts such as product category and product evaluation.