In the 3rd decade of the 21st century, corporate branding is facing brand new challenges and opportunities. On the one hand, overcapacity, economic downturn, declining demand, the disappearance of dividends, the incremental economy has become a stock economy, "e-commerce 618", "double 11" and other price spelling boom are no longer the same, consumers need more than ever to buy reasons On the other hand, intelligent science and technology, geopolitics, big power games and the rise of China, brought about a hundred years of unprecedented changes, since 1955, peaceful Era of brand building theory can support the extent of this increasingly uncertain business environment, also began to become uncertain. So we see, Maotai, Huawei and other more and more companies began in the traditional image, mental positioning, marketing communications, in addition to standards, technology, scene, culture and other elements of brand building, comprehensively enhance their brand potential. Brand potential energy has become the inevitable choice of enterprise brand building in the new era.