Study On Competitive Advantage Based On Brand

With the fast development of science and technology, increasingly pushed course of the integrative global economy and unceasingly elevated level of people's substance and culture living, the function of brand becomes stronger. But most of domestic enterprises have no competitive advantage in the course of competition with foreign enterprises. Furthermore, there is incomplete aspect in theory study of brand and competitive advantage, especially at the function mechanism and empirical study. So it demands profound systemic study in both theory and practice.This paper uses normative study method and empirical study method, through theory deduction, T test and correlation analysis, we conclude some important conclusions.By studying brand and competitive advantage theory deeply, this paper clearly points out the relationship between brand and competitive advantage. On the basis of choosing brand factors and indexes of measuring competitive advantage, this paper analyses the function mechanism of brand to competitive advantage, points out which brand factors has influence on competitive advantage and their influence degree. By empirical study on computer market of Beijing, validating the conclusions before. Then provide valuable strategies for domestic enterprises to gain competitive advantage through adding brand value.Brand is one of the strategic resources because it is valuable, rare and cannot be imitated and substituted. It can bring differentiation and low cost advantage to enterprise. So it is an origin of competitive advantage. Correlation exists in brand factors, including three layers and four routes. And the brand factors have different influence on market share, profit rate, growth ability and sustainable competitive advantage. The effecting degree of perceived quality, brand association and brand loyalty is stronger. The conclusion of empirical study indicates that there is no prominent difference on brand familiarity between domestic enterprises and foreign enterprises, but there is prominent difference on perceived quality, brand association and brand loyalty. Thus, domestic enterprises should pay more attention on exalting consumer perceived quality, inspiring abundant and positive association and cultivating brand loyalty to exalting competitive advantage. Banishing the cognitive mistake of shaping brand is just through exalting brand familiarity, depreciating, sales promotion and so on.