A brand concept is an idea that appeals to consumers and builds brand loyalty, thereby creating a brand (and market) advantage for the customer. Brand concepts should include both core and extended concepts.

Must maintain the unity and integrity of the brand concept, including the enterprise business field (industry, main products, etc.), corporate image (multinational, local, etc.), corporate culture (rigorous, aggressive, conservative), product positioning (high-grade, mid-range, low-grade), product style (fashion, trendy, dynamic).

Brand is a kind of identification mark, a kind of spiritual symbol, a kind of value concept, which is the core embodiment of excellent quality. The process of cultivating and creating brands is also a process of continuous innovation, and with the power of innovation itself, we can be invincible in the fierce competition, and then consolidate the original brand equity, multi-level, multi-angle, multi-disciplinary competition.