Research On Brand Culture Strategy

â… Although concept of brand has existed for a long time, people never stop studying the brand value. Since the development of the market economy and the enhancement of the market competition, the effect of brand becomes more and more important in marketing. Brand derives from symbol, and also derives from the unsafe feelings of enterprises and customers. Brand existed as a subsidiary which clings to the product. The intensification of the market competition makes brands go beyond products, become the market symbols of enterprises, and a certain important invisible equity which is independent on products. It is more important to own the markets than to own the manufactories for an enterprise. But the only way to acquire markets is to have brands that have advantages in markets. Brand is the core for an enterprise's sustainable development, and the basic root for an enterprise's sustainable existence. Products can be out of time, techniques can be cleaned out, but brands will hold for ever.Marketing in the future is a battle of brands! Brands are banners of successful enterprises, and symbols of customer acquisition. Losing brands, an enterprise will die. Brands exist in every corner, everything counts on brands.1. Marketing is the basic function of an enterpriseFamous management scholar, Peter Drunker said,"an enterprise has two functions - marketing and innovation. Marketing is the soul of an organization, but not only a part of an organization's system". Marketing is the basic function of an enterprise, and also the major content of an enterprise's operating actions. The character of marketing is competition. The rapid development of economy enforces us to relearn marketing and analyze the foundation of marketing structure from a new point of view.2. The banner of marketing is brandFirst, brands are bridges to connect the customers and the enterprises. Second, brands are"market symbols"for enterprises. Third, brand equity enhances the competitive advantages of enterprises, and elevates enterprises'competitiveness. Scott Davis said,"if we have a powerful brand, everything becomes possible". So, brand is the banner of marketing.3. The core of brand is culture...