The lifestyle and emotional value represented by the brand, etc. For example, some brands emphasize “natural beauty”, and some brands highlight “professional skin care”. Brand image building: Including brand name, logo, packaging design, etc. The brand name should be easy to remember and spread, and be able to reflect the characteristics and positioning of the brand; the logo design should be simple and recognizable; the packaging design should meet the aesthetic and demand of the target market, and at the same time reflect the style of the brand 37. Brand personality building: Give the brand a unique personality, such as fashion, elegance, vitality, professionalism, etc., so that the brand has a distinct image in the hearts of consumers.