Market segmentation and fierce competition require hardware enterprises to build their own brands as the core to enhance competitiveness.

China's hardware industry has been fully open to the outside world for a long time, and the domestic hardware market has long achieved globalization in hardware product procurement. Foreign hardware merchants have been entering the Chinese market for over a decade, with a well-established sales network and technical service system.

For hardware companies, brand can play an irreplaceable and powerful role in market competition, becoming the ultimate weapon for merchants to win high premiums. For the market, brand has also become a differentiator for consumers to distinguish products, and "even some people are not consuming products but consuming brands", which is one of the reasons why the word "brand" is so popular. In the early stages of competition in the hardware market, as long as we can produce products with better quality than others, we can win in the market competition.

However, with the development of technology and the widespread application of new technologies, processes, and equipment, products have begun to become "homogeneous", and market competition has been pushed into the "brand era". From this perspective, the competition of enterprises is the competition of brands.

These companies are usually the top 10 companies in the industry to divide this market. Behind the brand lies the profound culture of this enterprise. Once a company has the charm of culture, its brand reputation will to some extent be elevated. Culture is the connotation of a company or brand.

Therefore, in order to stand out in the hardware industry, it is necessary to do a good job in brand cultivation, especially to increase and expand the popularity of independent brands in domestic and foreign markets, so that enterprises can continuously improve their competitiveness and increase investment in technology and equipment in the process of cultivating and creating brands.

Brand is not a trademark. Brand "refers to the symbol of a product or service. And symbolic identification marks refer to "trademarks". The areas covered by a brand must include reputation, products, corporate culture, and overall operational management.

Therefore, "brand" is the overall competition of a company, or the sum of a company's competitiveness. The brand not only includes the "name" and "logo", but also extends to the graphic visual system of the series, and even the three-dimensional visual system.

But it is often narrowed down to a series of consciousness and expectations surrounding products or services in people's consciousness, becoming an abstract image symbol, and even equating brands with specific trademarks.