Private Enterprises To Build Business Brand

Most of our non state-owned enterprises can not make a better development during the process of grown-up for the shortage of self–owned brand. This thesis gave a research on the problems facing by these enterprises, which draw such a conclusion that building-up and management of self-owned brand should be the bottleneck for them to get stronger. Brand is the comprehensive mark which represents the goods and services the enterprise provides. What's more, it also contains the specialty, quality and reputation. Brand is the reflection of product and core value of the enterprises. By establishing their own brand, enterprise can achieve more profits and more stability during their operation, which makes brand become an invisible asset. At present, some Chinese non state-owned enterprises are lacking of a whole strategic plan, they build their brands only depending on the advertisement, and have no suitable management on the Extension of the brand.When enterprises want to build up their own brand, culture should be considered, Firstly, the culture and brand can be the supplement of each other, brand should be on the base of culture. So before building of brand, culture came first.What's more, enterprise must make the clear understand of them, and the Far-fetched should be shunned.Because most of these enterprises are middle and small, their resources are relatively small and the management are relatively low.Thus different enterprises should choose their own Strategy according to their own condition.At last, under the premise of exploring the brand, it should be made some moderate extension. Because the cost of building the brand is very expensive, and the extension of brand can make the cost of new brand lower and lower, the only thing that have not changed is the Core values of an enterprise. Every new brand should support and strengthen the Core values of original brand, which became the series of core values for the enterprises.