Research On Strategy And Tactic Of Brand Growth In High-Tech Enterprise

With the rapid development of economic globalization, especially with China's accession to the WTO, many foreign high-tech brands swarm into the country. They quickly occupy the domestic market with their advantage on technology, brand and management, which poses a serious threat to our high-tech enterprises' development. As the vector of knowledge, the high-tech enterprises occupy an increasingly important position in the national economy, for our future society is knowledge-based economy. Therefore, how to quickly establish a strong brand becomes China's high-tech enterprises' the most important subject.In this paper, with the combination of standardized and case studies, we analyzed the measurement dimensions of brand growth; According to brand equity and dynamic capabilities in different levels, the paper defined the brand growth stage and paths, and developed the targeted strategies and tactics; we made some important conclusions both in theory and in practice.Not only the growth of market share, leader position are under consideration, but also the viability of brand equity management. There are four areas in brand growth matrix according to the different level of brand equity and dynamic capabilities, budding brand, potential brand, successful brands and critical brand. The typical brand growth path is budding brand-potential brand-successful brands. From budding brand to potential brand, the strategy is based on refining the core brand values; brand positioning is an important strategy; and the tactic is establishing a clear and rich brand identity. From potential brand to successful brands, we enhance brand awareness and reputation, and establish brand loyalty through brand expansion strategies. We maintain brand image and high loyalty of successful brand by maintaining strategies. We help brand go out of the predicament through crisis management strategy.