Study On The Key Value Of The Brand Of Small And Medium-sized Enterprises

This text is nowadays the hot question which the marketing academia and business circles pay close attention to -The marketing of the brand, proceed from reality of the small and medium-sized enterprises of our country, through analysing the domestic and international classical case of a large number of brand marketing, the marketing plan of the brand is practised to combine authors in person, expound the fact of our country small and medium-sized enterprises implement brand necessity of marketing and how regard key value of the brand as in the center establish the surging brand, aiming at raising the brand consciousness of the small and medium-sized enterprises of our country, and guiding their practising of the brand marketing.Article expound the brand is the most important assets of enterprise, it an important key resource of modern enterprise at first, it can bring enterprise enormous interests. Small and medium-sized enterprises implement brand marketing to meet consumer buy need that behavior change, it is its need of surviving and developing by oneself, develop national economy , need of revitalizing national brand too. Then described the key concept of the brand -The key value of the brand, it is soul and quintessence of the brand. Analysed main mistaken idea and question that the key value of brand of Chinese small and medium-sized enterprises exists at the same time , these mistaken ideas and questions are main reasons why China lack the surging brand.Brand key value refine and it propagates to be brand marketing essential part of theory, it is a key of establishing the surging brand of enterprise's brand marketing practice too, so is core and the main body part of this text too. About how refine brand key value, article is orientate accurately to go on from strategic height to the trade that enterprises are engaged in at first to want to put forward creative, whether is it offer prerequisite and foundation to refine for brand key value. Then offered 3 principles to refine key value of brand: The difference of the height and distinct individualization; It can touch consumers' inner world ; Help brands to extend . The spread of the key value of the brand is another key of establishing the surging brand , it is the core that brand travel, spread of key value is it propagate the activity with brand key marketing of enterprise , commander of value , to want all customer in brand is it have concrete to2004reflect and deduce key value of brand to order to exposed to.For establishing surging brands, the article emphasized finally the question that the small and medium-sized enterprises of our country that should be paid attention to: Regarding their activity that develope national economy and revitalizing national brand as their task, establish brand consciousness; Survival and development is regarded as equally important, controls the cost and risk strictly; Persevere, follow in order and advance step by step.