Brand concept refers to the concept that can attract consumers and establish brand loyalty, thereby creating a brand (and market) advantage for customers. The brand concept includes three aspects: corporate mission, business thinking, and code of conduct. It has a guiding function for the development of the company.

　　The brand concept should include core concepts and extended concepts. It must maintain the unity and integrity of the brand concept and concepts, including corporate business areas (industries, major products, etc.), corporate image (multinational, local, etc.), corporate culture (rigorous, aggressive, conservative) ), Product positioning (high-end, mid-range, low-end), product style (fashion, trendy, dynamic) and so on.

　　The brand concept is a value system that is generally recognized by the society, reflects the individual characteristics of the enterprise, promotes and maintains the normal operation and long-term development of the enterprise, and reflects the clear management consciousness of the entire enterprise.