1, brand awareness: refers to the consumer's awareness and ability to brand. That is, whether consumers can identify the brand and be familiar with the brand and its position in the market.

2. Brand association: refers to the relationship between consumers and brands in terms of impressions, beliefs, feelings and behaviors. That is, all the relevant aspects that consumers think when they contact the brand or hear the brand name.

3. Brand quality: refers to consumers' evaluation of the external performance and internal characteristics of brand products or services, including quality, performance, reliability and technical level.

4. Brand loyalty: refers to consumers' liking and loyalty to the brand, that is, whether they will buy the brand frequently.

To be a good brand, we need to consider the following aspects:

1. Determine the purpose and goal of the brand: first, define the positioning and target audience of the brand, as well as the core value and uniqueness of the brand. Therefore, it is necessary to conduct market research, analyze industry competition, and formulate development strategies suitable for their own brands.

2. Establish brand image: Brand image consists of brand name, logo, slogan and design style. Pay attention to the consistency of brand vision and language, so that consumers can remember and identify it more easily. In addition, brand promotion and publicity are needed to enhance brand awareness.

3. Providing quality products or services: The success of a brand also depends on the products or services it provides. Therefore, we should pay attention to product design, quality, after-sales service and so on, try our best to meet the needs of consumers and constantly improve and innovate.

4. Build brand trust: Trust is one of the key factors for brand success. To build brand trust, we need to ensure the stability and reliability of the brand, abide by the promise and actively respond to the feedback and opinions of consumers.

5. Play the role of social media: Social media has become an important channel to promote brands. Various social media platforms can be used for brand promotion, user interaction, content marketing and other activities to increase brand exposure and user participation.