Brand Value And Countermeasures For Propagating The Appreciation

With the pace of technical development of modern science getting faster and faster and the information dissemination media getting richer and various, the market competition is to be fierce day by day, the homogeneity trend of service of goods is more and more outstanding. It's now very difficult for the original products and service to guarantee their unique differences for a long time. In addition, the development of market economy and improvement of masses' educational level have promoted the development of consumer's individual character consciousness greatly. The consumption demand demonstrates diversified characteristics day by day. Under this kind of situation, it is the only outlet to entrust to the brand for the products. And with the development of the modern society and commodity economy runs at full speed, the market competition has already entered a brand-new development and competition stage -- Competition Era of the Brand. The additional value with extremely high enormous might and big influence of the brand lets business circles all fall over each other to put into research and development to the brand.In the competition era of the brand, the focus of enterprises' operational and managerial activities is to decide how to mould the good enterprise brand image, create and increase the value of brands. The value of the brand is owned together by the enterprise and consumer. The consumer's loyalty to a brand is a kind of value, which can bring profits to enterprises. The high value of a brand can in turn buy the cost sparingly for the customers and reduce the risk of buying. Therefore, brand appreciation is the common aspirations of enterprise and consumer. Enterprises regard customer's demand as the starting point, offer products and service making consumers satisfied, regard brand appreciation as the goal, structure a systemic course for creating the brand value through a series of strategic plan and concrete spread countermeasures, it is the key of this text.Till now, there has not existed a unified view on the definition and the key elements of the brand value. Chapter two of the thesis starts from the formulation background of the brand value. After analyzing and appraising the dispute about the brand value, the thesis explains the intension and key elements of brand value; clarifies the relation between brand value and brand assets. The main point of chapter three and four is the argumentation about the brand appreciation: Chapter three describes the strategic plans of brand appreciation in terms of macroscopic, chapter four explains the concrete tactics for propagating brand appreciation from the micro aspect.