Brands can protect the interests of producers and operators. After registration, the brand becomes a unique resource of the enterprise, which is protected by law and may not be copied and used by other enterprises. If counterfeit goods are found, they can be investigated and claimed according to law. If the product is not registered, it will not be protected by law and will bring losses to the enterprise. Brand is an effective means of promotion. Brand in product promotion; It can make enterprises focus on publicity, be simple and centralized, get quick results and have a deep impression, which is conducive to consumers being familiar with products and stimulating their desire to buy. Brands can help consumers identify and choose goods.

Brand effect comes from product promotion. It is impossible for consumers to buy goods after trying, mainly because of the brand effect. If a brand is well-known, even if consumers have never used it, they will buy it because of the brand effect. The brand effect may be caused by the operator's own publicity or other consumers' recognition of the brand. Brand effect is an effective way to establish corporate image.

Brand is a generalization of the quality, characteristics, performance and use level of an enterprise's products, which embodies the style, spirit and reputation of the enterprise. When consumers come into contact with brands, these contents are quickly reflected in their minds. In this sense, the brand also represents the market of the enterprise. Brand effect is the benefit enjoyed by product operators because of using brands. To achieve good brand effect, enterprises should not only increase the breadth and depth of brand promotion, but also take improving product quality and strengthening product service as the fundamental means.