Study On Brand Competitiveness On View Of Brand Value

Nowadays, science develops fast and information spreads quickly around the world. Brand has been to be the core competence therefore brand competitiveness has been up to the strategy importance of a company. This paper tries to deepen brand competition theory, measure brand competitiveness by brand value and give some related methods to improve brand competitiveness.When a brand can bring more consuming value than other brand , people will choose this brand for a long time which is the same as the brand impact on enterprise. Then the two parts can promote the brand to be formed a competitive power. So brand value is the antecedents of brand competitiveness .Brand value is also the concrete expression of brand competitiveness. Therefore we can evaluate brand competitiveness from the brand advantage to enterprise and consumer. When measuring brand competitiveness from the view of brand value, it results to quantify it possibly. Brand advantage to enterprise means an asset value and equity value. Brand asset value mainly contain brand market status, enterprise supporting power and brand developing power. Brand equity value consist of brand fame, brand association ,brand recognition and brand loyalty. Brand advantage to consumer contains function advantage, feeling advantage and money-evaluated advantage.Having aggregating modern theory about how to measure brand value , in order to overcome the subjectivity and one-sidedness of existing way, this essay tries to evaluate brand competitiveness on brand advantage to enterprise and consumer by BP never net to fulfill measuring it more objectively and quantitively. BP never net is good at evaluating approximate, uncertain even contradicting incidents, which can also solve subjective weight design. The paper also makes a case analysis of clothes industry to prove this measurement. At the end, it gives some related suggestions based on how to improve brand value to improve brand competitiveness.