Study On Brand Competitiveness Based On Customer Value

Nowadays, competition is the main environment for enterprises, and the tense competition makes the attention of the target-consumer the scarcity resources. As a whole concept, brand can shorten the consumers'process of recognition and purchase. Hence, brand becomes the most active factor of the"economy of attention", the brand competence becomes more and more tense, and the brand competitiveness is increasingly highly valued.On the basis of the former study, the meaning of brand competitiveness is redefined: brand competitiveness is the ability of satisfying consumers'need much better than competitor in competition. The strong brand may demonstrate inherent peculiarity and the difference of the brand in competition, thereby developing and maintaining consumers'brand loyalty. After the analysis of the relationship between customer value and brand competitiveness, it is presented that customer value is the core source of brand competitiveness. In addition, the evaluation index system of brand competitiveness is built based on the analysis of customer value; the evaluation model of brand competitiveness is also given, following the strategies and support system of cultivating and enhancing brand competitiveness based on customer value. Finally, the application of this evaluation model is illustrated with an example.