The Core Value Management Of Enterprise's Brand

The global economy has evolved into "brand era" !With the fast growth of productivity level and ever-lasting development of commodity economy, consumers have more and more choices in purchasing various categories of commodities. To distinguish different commodities by their brands has been established as a new principle in commodity purchasing process, which in due course help consumers form more and more brand preference in purchasing process. The integrated force of these factors plays an important role in the coming of "brand era" . Needless to say, brand has become a new carrier" of global economy development.Unfortunately the present brand competitions among enterprises in our country are based on low-level measures such as advertisements, capital scale and exaggerations. The mass people don't have a clear sense about the commodity's inner meaning. They have only a shallow impression concerning the commodity which cannot last long. Whenever the advertisement stops, the purchasing volume drops. Consumers have only brand knowing instead of brand loyalty. In this sense, a methodology problem about brand design and development is emerging before all Chinese enterprises. In my view, the key point of brand competition is the competition of core value, which is the purpose and meaning of a exist brand. The core requirement is that to express clearly to consumers what value your commodity can provide, and to gain consumers' support and identification, so in the end acquire consumers' loyalty.