In a broad sense, "brand" is an intangible asset with economic value, and its differences are expressed through abstract, unique and recognizable mental concepts, thus occupying a certain position in people's consciousness as a comprehensive reflection. Brand building is long-term.

In a narrow sense, "brand" is a kind of "standard" or "rule" with both internal and external characteristics. It is the general name of an identification system that makes it unique, valuable, long-term and cognitive by standardizing the concept, behavior, vision and hearing. This system is also called CIS (Enterprise Identification System).

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.

Brand is an intangible asset, which can bring a premium to the owner and increase its value. Its carrier is a name, term, symbol, logo or design and their combination, which is used to distinguish products or services from other competitors. The source of value-added comes from the impression formed by its carrier in the hearts of consumers.

Brand is more of a product that bears the recognition of some people for its products and services, and is derived from the mutual running-in between brand owners and customers.