The Study To Enhance The Brand Value Based On The Value Chain

With Chinese market economic system reform going deep, brand value is more and more important in economic activities such as corporate strategy management, investment and financing and other economic activities. Brand reflects the potential for enterprise development as an important intangible asset of enterprises, and determines the long-term competitiveness of enterprises. It has become an important part in the core competitiveness of enterprises. How to enhance brand value has become a business issue to be solved.This paper uses literature research, first of all, it is the detailed reviews of research status to the brand and brand value, collating and summarizing valuable results at home and abroad, and thinks that the brand value is over the future stability of revenue that brought to the enterprise by the brand, which is the value of brands as intangible assets. On the one hand, it depends on all the efforts made by the enterprises to the brand. On the other hand, it depends on the psychology awareness of consumers. It is the results of businesses and consumers. Then it is a detailed connotations introduction to the brand, brand value and brand equity, and then it is the analysis of changes in brand value and influencing factors. At the last part of the paragraph, re-summed up the relationship between brand equity and brand value on the basis of previous analysis, thinking that the brand value is the core of brand equity and brand value is a quantitative brand equity and monetary performance.This paper constructs a more comprehensive brand value chain based on the theoretical value chain, combined with other research results, including marketing investment, the customer mind, the market performance and brand value, also has a detailed analysis of each value stage and value-added process. Then establishes a brand-level evaluation model based on the impact of the major factor under this brand value chain, meanwhile, combined the expert scoring with AHP method to determine weight. This paper proposes the specific ways to enhance the brand value combined with the brand value chain. In the first phase of brand value chain -the process of marketing investment, it is proposed to enhance brand value through the brand value planning, including brand positioning and brand strategy choice. In the second phase of the brand value chain - the customer mental process, it is proposed to increase brand value through the cultivation of brand loyalty. In the third stage of the brand value chain - the process of market performance, it is proposed to further enhance the brand value through the brand extension, brand diagnosis, brand protection and crisis management.