Take the process of building brand image and reputation for local stores in initial stage as the main example to extend our topic, the most influential marketing tool to attract the public in its initial stage is "positive reviews". Both for the products and stores, highly recommendation, sense of identity and positive reviews will always trigger new consumers' purchase desire. As a result, our team would like to discuss the effect of "positive reviews". We will analyze the influence of the reviews in initial stage, Intermediate stage, and later stage respectively. We will also study the "positive reviews" in marketing tool to figure out what and when positive reviews will cause customer stickiness and confidence.