Preliminary Study On Company Brand Resource Management Strategy

Brand is an enormous intangible asset of a company; it is also a powerful weapon to participate in the market competition. Dominant brand is the only way to ensure a permanent market for any company. Currently, competition in the market shift in brand which calls for the integrated use of the company brand management strategy to enhance the brand image.Writing purpose of this paper is to study the means of brand management innovation, is to explore more effective brand promotion mode, and use internal or external resources more effectively, enhance their market competitiveness. While the traditional brand management means are not effective enough, how to effectively raise brand awareness and reputation, enhance their market competitiveness, has become the focus of the theoretical circle on the issue.Through practice summary of the activities, he proposes brand resource management theory. Based on theoretical summary' and environment analysis, he proposes the view of brand resource, and then puts forward the theory, the strategy and the implementation of brand resource management.He believes that brand resource management meets to the needs of enterprise development, as favored by many enterprises as enterprises improve their market competitiveness and the brand reputation, and enhance the development potential effectively. Lenovo, Yili and other large enterprise groups have been integrated with the domestic and international resources to enhance the brand influence, such as Lenovo with the IBM PC business integration, Yili and Hunan TV's "Happy Camp" co-operation are in order to extend the brand extension force. On the one hand, product sales can be a growth market, competitiveness can be improved; On the other hand, brand awareness and reputation can be enhanced rapidly.In this paper, he uses some methods, such as case analysis, induction and deduction of the research methodology and analysis methods. With the current competitive market background, he comprehensively analyzes of the current market environment, sum up the current business practice experience, and innovatively brings up brand resource management and use brand resource as a kind of management. He makes a preliminary study on the meaning , features, value, principle of brand resource management and brand resource management strategy, as well as how to implement the strategy of brand resource management. This paper will be initially built up the theoretical system of brand resource management, a relatively specific strategy and implementation steps, which supply an important theoretical guiding significance on the current enterprises" brand management, guiding significance in enhancing competitiveness and improving brand reputation.