Building Strong Brands To Enhance The Core Competences Of Enterprises Of Our Country

The thesis consists of three parts logically.The first part includes three chapters. It introduces the history and current situation of the brand in West and our country, the clue of how to understand the brand, and the basic concept, characters, and connotations of the core competences. In this part, the author still analyses those reasons which had caused our brands in a low level.The forth chapter is the second part, which is major part in this thesis. The author explains the importance to build a strong brand and enhance core competences, and elaborates the function of a strong brand to enhance core competences. Finally, there is such a conclusion as a strong brand can enhance core competences greatly.The third part has three chapters. In this part, the author makes a clear analysis to some ideas which are key to set a strong brand, some incorrect understanding and risks which lie in the course of building strong brands. At last, the author makes several suggestions about what to be done by our government to help our enterprises to build strong brands.