Research On Problems About Pre-eminent Brand Creating For Chinese Enterprise

The brand and the brand management have entered China for more than 10 years. Our Chinese enterprise has obtained substantial progress in the brand building, however,there still exist many shortcomings.To sum up the present conditions of the Chinese enterprises'brand construction,we might say that China is a country with big brand,meanwhile,a country with weak ones. To say China is a country with big brand,it lies in that it has many kinds of domestic brands together with quite a few well-known ones. To say China is a country with weak brands,it means that the Chinese enterprise lacks the pre-eminent brand.To say that the Chinese enterprise lacks pre-eminent brand,there are various reasons, not only objectives ones, such as, the short history of the Chinese enterprise's brand management, but also the reasons from inside and outside of the enterprise. If we go deep into investigate the reason that the Chinese enterprise lacks the pre-eminent brand, we will find out that the traditional small agriculture thought is the fundamental and basic source.Nowadays, it is an age of the brand competition. The competition between enterprises is the competition of brands. Furthermore, the competition between brands is the competition of the pre-eminent brands substantially. To build up the pre-eminent brand, the Chinese enterprise needs not only the good exterior environment, but also its own effort. To build up the pre-eminent brand, at first, the right understanding of the establishment of the pre-eminent brand is absolutely necessary. To build up the pre-eminent brand, the proper brand positioning is the foundation, the brand maintenance is the key, and the brand extension is the guarantee.Through many years of development and fulfillment, the theory of positioning has become increasingly mature and perfect, and changed gradually into an important branch theory of the marketing theories. Positioning means that the enterprise makes the product has a proper position in the brain of the future latent customer, namely, tying the image of the product to the heart of the future latent customer. The true meaning of the positioning is to capture the heart of the customer. To hold tightly the heart of the customer, we must understand their modes of thinking, which is the premise of positioning. In order to occupy the beneficial position in the consumer's heart, the brand positioning is to set up on the market a clear image, which is different from the other rival brands and can meet the demands of the consumer.The right brand positioning is the foundation that the Chinese enterprise builds up the pre-eminent brand. If the enterprise wants to have the right brand positioning, the following aspects are very important and absolutely necessary. At first, the scientific strategies and steps of brand positioning should be followed. Secondly, the core value of the brand should be refined and established. The core value of the brand is the essence of the brand and it is just the dissimilarity of the core value that distinguishes one brand from another. Finally, the dissemination of the brand positioning is also necessary and it still needs to be carried on. As one of the most important disseminating channels of positioning, the advertisement should disseminate efficiently the core value of the brand and maintain the consistency of this kind of core value.By means of the proper brand positioning, the enterprise probably can build up the pre-eminent brand. However, the extensive application of the brand extension and its influence to the establishment of the pre-eminent brand may be positive or negative. Therefore, to carry on the study of how to build up the pre-eminent brand in the Chinese enterprise, the brand extension cannot be neglected.Whether a brand can extend into a new product successfully or not, it mainly depends on the extensibility of the brand. There exist a lot of factors which may affect the brand extension. Hence, to avoid sinking into the trap of the brand extension, the enterprise must take these factors into consideration before carrying on it. Like brand positioning, the brand extension also needs to follow some certain steps through which many errors may be avoided. It is necessary to stand on the strategic height of the enterprise to make sure whether and how to carry on the brand extension.To build up a brand is hard, however, to maintain a brand is much harder. After setting up, it is necessary to maintain the brand meticulously, such as, carrying on the brand innovation skillfully, doing well the management of the brand crisis and the brand integration, and so on, so that to make the tree of the brand evergreen. As the latest stage of modern brand management, the brand integration starts from the overall situation of the brand management of the enterprise. Namely, it propels the establishment of the pre-eminent brand in the process of brand combination and the systematic integration of the brand management system. The exterior environment, which is complicated and changeable, probably makes the brand crisis occur at any time or place. That's to say a little carelessness would lead to the failure of the constructing of the pre-eminent brand. For the enterprise, it is necessary to have the consciousness of brand crisis at any time. Meanwhile, it should establish the management mechanism of the brand crisis and deal with the crisis with the right attitude. Although it is impossible to avoid the brand crisis completely by these means, it May reduce the occurrence of the brand crisis at least and limit the loss to the lowest.