Brand can simplify the purchase decision for consumers, thus reducing the cost of purchase time and energy. At the same time, brand means better quality and taste, so choosing to buy brand products can usually improve the overall interests of customers. Finally, the consistent quality stability of the brand can reduce the purchase risk. Therefore, the brand increases the purchase value of customers, which is why customers are willing to pay a brand premium for this.

Specifically, the brand has at least the following six benefits for enterprises:

1. brand can provide legal protection for the product characteristics and appearance packaging of enterprises. Trademark name can be protected by registered trademark, manufacturing process can be protected by patent, and packaging can be protected by copyright. This will ensure that enterprises can safely invest in these intellectual property rights and benefit from them.

2. In real life, brand equity means a certain level of quality, good customer experience and psychological feelings related to identity and taste. Satisfied buyers can easily choose this product again, which greatly improves the proportion of repeat customers and reputation. The importance of brand

3. Brand loyalty provides predictable demand for enterprises, but also creates competitive barriers, making it difficult for other companies to enter this market. Customer loyalty can also be understood as that customers are willing to pay higher prices, that is, brand premium. From these two aspects, brand is a powerful means to ensure competitive advantage.

4, brand can improve the visibility of enterprises in the industry, is conducive to increasing the number of partners. For consumers, brand culture can improve loyalty, and for enterprises in the same industry, it can also improve industry visibility. It can not only improve the personal status of business owners, but also bring rich benefits. Increase cooperation opportunities between enterprises in the same industry or different industries, such as cross-selling and joint promotion.

5. Brand can enhance employees' pride and sense of achievement to the enterprise. The role of brand in enterprises can be understood as: brand brings pride and sense of belonging to employees, makes employees more loyal to enterprises, improves work efficiency and creates greater value for enterprises.

6. Brand enhances enterprise value. For enterprises, brands can influence consumers' behavior and bring their owners the guarantee of sustainable income in the future. It is the best proof that enterprises are willing to pay several times of capital for brand mergers and acquisitions.