Research On Mistakes Of China's Brand Management

Building world brand is the much important weapon in competition in the future. Brand management has been becoming the focus in academy. Brand management was introduced into China in the nineties of 20 century, so there are many mistakes in brand building and management in China .In this article , using the lifecycle of brand , departing brand building into establishment, growing and ripeness, though studying theory and demonstration research the mistakes easy to make in beginning ,growing and mature of brand .The easiest mistakes in beginning are neglecting market investigation, position and advertisement; in growing are brand extension and loss of brand core value; in mature are brand aging and crisis. Put forward corresponding the methods to reduce the mistakes.