The brand has four big roles and significance to the enterprise:

1, is the function of rights protection through the registration of patents and trademarks, the brand can be protected by the law, to prevent others from damaging the reputation of the brand or illegal theft of the brand.

2, is the value-added function of the brand is an intangible asset of the enterprise, it contains the value, personality, quality and other characteristics can bring important value to the product. Even the same product, labeled with different brand identity, will produce a disparity in price.

3, is the image shaping function of the brand is the enterprise to shape the image, visibility and reputation of the cornerstone, in the homogenization of the product today, for the enterprise and the product to give personality, culture and many other special significance.

4, is to reduce the cost of function on average, the cost of winning a new customer is the cost of maintaining an existing customer six times, while the brand can establish brand preference with the customer, effectively reduce the cost of publicity and new product development.

Extended information:

A brand generally consists of two parts: a brand name and a brand logo.

1, the general sense of the definition: brand is a name, noun, symbol or design, or a combination of them, the purpose of which is to identify the products or services of a particular seller or group of sellers, and to distinguish them from those of competitors.

2, as the definition of brand strategy development: the brand is through these elements and a series of market activities and the performance of the results of the formation of a kind of image recognition, feeling, quality perception;

3, as well as through these and the performance of customer loyalty, in general, it belongs to a kind of intangible assets, so the brand at this time as a kind of intangible assets.

4, the creation of the brand is a systematic project that requires passion, wisdom and faith. The strength of the brand depends on the brand leadership, in which, positioning (Position) is the direction, balance (Balance) is the strategy; balance contains positioning, positioning so that the balance has the power. This is the essence of the IBF Brand Way "Balance" theory.

5, the brand is used to identify a seller or a group of sellers of products or services, and make it different from competitors' products or services of the business name and its logo, usually by the text, marks, symbols, patterns and colors and other elements or a combination of these elements.

Baidu Encyclopedia: Branding