The name is definitely the most important factor in the brand. Naming your own child is difficult, and naming a brand is even more difficult. Not only must it be easy to remember and recognize, it must also be loud and powerful, and preferably it must conform to the characteristics of the category and be unambiguous. Of course, the last difficulty is A bunch of heroes have been dumped: at least those who haven’t registered yet. Geez_! It’s harder to come up with a name than to reach the sky! If you have to change your name after all the hard work, you might as well go to the west instead of the blue sky. Reese once said: "If a brand name has been established in the minds of many customers, then the company should almost never change the brand name. For customers, they are already very familiar with the previous brand name and have to accept a new one. Brand names are difficult.” This is correct and makes sense, but it doesn’t seem right either. If a brand name really hinders the development and expansion of an enterprise, for example, if the obstacles on the way forward can be cleared by changing the name, then sometimes we should think it is worth it even if we pay a certain temporary price. Ye Maozhong told a relatively successful example in the brand strategy class, which is "Tmall".