Unsupervised anomaly detection methods based on knowledge distillation have exhibited promising results. However, there is still room for improvement in the differential characterization of anomalous samples. In this article, a novel anomaly detection and localization model based on reverse knowledge distillation is proposed, where an enhanced multi-scale feature mutual mapping feature fusion module is proposed to greatly extract discrepant features at different scales. This module helps enhance the difference in anomaly region representation in the teacher-student structure by inhomogeneously fusing features at different levels. Then, the coordinate attention mechanism is introduced in the reverse distillation structure to pay special attention to dominant issues, facilitating nice direction guidance and position encoding. Furthermore, an innovative single-category embedding memory bank, inspired by human memory mechanisms, is developed to normalize single-category embedding to encourage high-quality model reconstruction. Finally, in several categories of the well-known MVTec dataset, our model achieves better results than state-of-the-art models in terms of AUROC and PRO, with an overall average of 98.1%, 98.3%, and 95.0% for detection AUROC scores, localization AUROC scores, and localization PRO scores, respectively, across 15 categories. Extensive experiments are conducted on the ablation study to validate the contribution of each component of the model.