Brand marketing has gone through several stages such as "product first", "image first" and "positioning first" and entered the era of "value first". The essence of marketing is to promote value exchange, and the value of brand to enterprise depends on the value provided by enterprise to customers and even society. From the perspective of customer perceived value, brand positioning and marketing activities are the key to establishing a brand. This paper systematically summarizes and analyzes Haier's brand marketing from the perspectives of "concept", "strategy" and "tactics", and from the positioning angles of "functional brand", "image brand" and "experience brand" oriented by customer perception value, and holds that the establishment of Haier's brand first benefits from the firm market management concept. Under its guidance, through effective strategic means, we will carry out a "value war" and gradually realize the strategy of brand creation, brand extension (diversification) and overseas brand (transnational operation). At the same time, Haier's brand positioning has also been upgraded from a functional brand to an image brand, and it is moving towards an experiential brand. Haier's experience has important reference significance and enlightenment for the brand management of general enterprises. Brand marketing needs the organic combination of ideas, strategies and tactics. "Idea" is the fundamental guiding ideology of brand marketing, which points out the basic direction for establishing a brand. "Strategy" is the basic guarantee for establishing a brand. Under the guidance of correct ideas, plan and ensure the effective implementation of relevant strategies. "Tactics" is a means of establishing a brand, embodying "ideas" and realizing "strategies". Brand building can progress from "functional brand" and "image brand" to "experience brand", and can also be positioned as "functional brand" or "image brand" according to the strategy of enterprises and the value pursuit of target customers. Detailed content reference