Research On Corporations' Brand Competition Strategy

Due to the fierce competition for the market and the development of science and technology, the distinction between products of the same categories is approaching zero. Nowadays, the rivalry between corporations mainly rests on the competition between brands, and whether a corporation owns its own competitive brands has become the determining factor whether it can survive or not. Considering the poor condition of brand construction in Chinese corporations, the thesis firstly sums up the common problems Chinese corporations may confront during brand construction. Next, it points out the significance and urgency for Chinese corporations to enhance their brand consciousness. Furthermore, it analyzes and explores the methods and channels to the brand construction. To begin with, through analyzing the market competition situations, the thesis demonstrates that the essence of the market competition is the brand competition. Secondly, the thesis provides some methods and channels to enhance the corporations' consciousness for brand competition strategies.Thirdly, on the basis of qualitative analysis, the thesis explores how to plan brand competition strategies and how to implement them actually. For example: the scientific naming of a brand is a good start for its success; the qualities and services are the basis as well as the key of customer loyalties; the scientific marketing and brand extending are the propeller for constructing brands. All in all, corporations must root in the customers' needs and focus on how to improve the products' core competition by means of scientific strategies.Finally, the case of Sony is cited. Through the exploration of the fifty-year history of Sony's brand forging, the thesis concludes that it is Sony's strong brand sense and its persistent pursuit of innovation guarantees Sony's legendary success.It is not easy to forge a brand successfully. Compared with the world-famous brands of foreign countries, Chinese corporations have a long and difficult way to go; however, the development of some domestic brands such as Haier has brought us the hope for the future.