Researching On The Key Factors Of Promoting Brand Value

Global fina ncia l crisis broke out once more in 2008,a lots of sma ll and med ium-sizedenterprises feel very difficult during the shortage of funds and the depression of globa lmarket.From the impact of fina ncia l crisis on domestic enterprises,the enterprises ofprocessing,export-oriented,lack ing of independent intellectual property rights and lack ing ofstrong brands affected a lot by fina ncia l crisis,well,the famous enterprises and brands affecteda little.It shows that the capability of independent innova tion and our own brands can improvethe capability of against risks.Find ing out key factors of promoting the value of brand duringthe process of brands construction,helping more enterprises to enhance the brandvalue,enhancing the vitality of brands and creating brands of vitality are the purpose of thistreatise.Since the famous institution of brand researching interbra nd and jointly la unched "Best Global Brands" from 2001,there is any brand was listed on the list,thatisn't match with the economic status of our country.Showing that Chinese enterprises shouldstrength brands construction.Promoting brand value is a long-termed and system process,itneeds not only persistent efforts on practicing by enterprise,but also guida nces and advices.The research on brand and brand ma nagement has been mature ether at home orabroad,as brand value,domestic and foreign scholars payed more attention on the method ofhow to measure the brand value assessment and how to use marketing strategy to enhance thebrand value,such as using integrated marketing approach to enhance the brand value.Theypayed less attention on the corporate behavior of excellent brand in order to find out the keyfactors of promoting the value of brand.Referencing the brand theories of domestic and foreign,researching the elements of brandvalue.Based on "Best Global Brands",referencing the change of listed brand value,settingstandards,find ing out the globa l excellent and good brands of Consumer Electronics.finishingthe comparative study with the two sample groups,exploring the key factors which affect theimprovement of brand value.Providing a theoretica l basis and decision-making to helpChinese enterprises ma naging brands and promoting brand value from the perspective ofpractice of enterprises.