Research On Enterprise Brand Management Based On Value Evaluation

Now, the human society have step in to the age of brand competition economy. Brand Management is a concept that have allured more and more attention from managers and scholars. It can conformity and optimize business's resources It aims at elevating the brand's popularity degree, good reputation degree, loyalty degree, raising the brand's market competitiveness through combining, optimizing resources of various kinds of enterprises and increasing the added values of the products or the service. The severe brand competitions surging forward have already made us realize the important meaning of study on brand management. In this text, The study on brand management is made on the base of value evaluation of brand. There are two research routes. Firstly, we regard value evaluation as the foundation of this research. In this way , we can catch and grasp the value sources of brand assets and their composing forms deeper , more accurately and more effectively; Secondly , a scientific, normal , and objective brand value evaluation system can reflect the changes of brand assets, offer the corresponding behavior guide for brand management. The content of this text is divided into five chapters: Chapter one, the brand and the brand management. This chapter introduces the concepts of brand and brand management and other basic theory knowledge; Chapter two, brand value evaluation and the brand management. This chapter emphasizes the important function of brand valuation evaluation in the brand management; Chapter three, various kinds of methods of brand value evaluation; Chapter four, pointing out the defects that exists in brand value evaluation and the correlated problems in management of brand in our country; Chapter five, we attempt solving the relevant problems in the brand management through perfecting the brand value evaluation system.