In the field of marketing and brand management, people have different views on the connotation, value and utility of brand. The managing director of California McKenna group has two views: the death of conscious marketing, but the brand is dim. In the United States, Disney's general manager believes that everyone's future depends entirely on brand equity and related associations; Coca Cola's president claims that the Coca Cola brand will be rich for any enterprise. In fact, from the development and value of brand, we can draw the conclusion that only through effective brand operation and management, can we cultivate the brand that consumers trust and permeate with rich and profound cultural background, can we make it survive and develop healthily and create a more brilliant brand myth. Next, we will discuss brand management and brand related marketing issues.<br>
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