Because public luxuries are strong for the product and brand, and the brand is driven by consumer and identity. Consequently, brands are considered images in consumer identities and other target group identities (Esch, 2010), designed by companies to decide on their products (Kotler et al., 2009). Luxury brands are strongly associated with their core consumer (Kapferer, 2008). For example, Land Rover is one of the companies in the world that produce four-wheel drive, it is the famous British SUV brand. The prices of Land Rovers mainly depend on the economic conditions of the middle class, and the appearance of the car and its speed are based on the male identity, mostly giving an image of a tough guy. Despite the fact that public luxuries are more relevant to identities, which is contrary to private needs. For private needs, such as Haier, is the world's largest home appliance manufacturer, the global share of Haiers refrigerator and washing machine brand is at the top of the world. Compared to the relationship between identity and Haier, Haier focuses more on the quality of its products. The 1980s coincided with the beginning of reform in China, and many enterprises introduced advanced technologies and foreign refrigeration equipment, such as Haier. At that time home appliances offered less than demand, there were many companies that only focused on production rather than quality.