Study On Brand Equity Management Of Chinese Enterprise

The marketing in the future is a competition between brands. Business circles and investor see clearly brand company most precious assets, have market than have factory to be important more, Only way to have market to have brands with market advantage first. The past more than 20 years, Chinese enterprise go through brand stage of teaching beginners, create brand stage, brand competition stage and internationalized stage 4 stages such as brand. But at present, enterprises of our country are still at primary stage of brand equity management, there are a lot of weak points in operating the tactics. In economic globalization and integrated process, brand become use as and distinguish and indicate, regard code of linking up as, regard as and promise and guarantee, offer intangible assets value to participate in the means of the market competition. Brand loyal degree, brand popularity, quality cognition degree, brand associate degree and other assets 5 part form brand equity of company. In order to manage effectively, the company produce around leave starting point on activity, regard consumer behaviour as starting point or combine as assess method of brand equity with enterprise the two. Practical experience indicates that the most genuine brand equity management and administration need system proving and effectual method. In the face of the competition from trans-corporation, if Chinese enterprises can overcome one's own intrinsic defect, it is very difficult to show one's talent in keen competition. So Chinese enterprise must through make strategic development plan promote brand equity management performance, narrow the gap with international brand. Brand foundation of equity because of branddesign and brand person who popularize a great deal of factors, have positive connection with producing area or possession of brand of products, brand move towards globalization from the localization, area gradually. Diverging from internationalized brand strategy, the regional brand is difficult to survive independently. To Chinese enterprise, the brand, internationalized this, is more essential.