The Growth Of Corporate Branding Mode

Today when such integrated trends as economy, society, culture, etc. is being accelerated constantly, any kind of product or service is faced with the fierce market competition. This kind of competition has already become the comprehensive competition in function of the products, the service and even corporate culture, etc. from the product function rising of the earlier stage, namely"competition of the brand"which we usually call it. In the age of the brand competition, brand takes more and more important function in modern marketing management and the competition. On one hand, consumers get close to brands; on the other hand, brands become one of the most critical assets, a vital method of taking differently competition and expansion. However, to the Growth-type Enterprises in our country, it's still not enough to go deep into such things as the knowledge of brand moulding and how to mould brands, its concept, way of thinking and method are still relatively vague. It has important realistic meaning for guiding the practice of the enterprises brand practice how to design a brand moulding mode based on themselves'characteristic.This paper regards this subject as the breakthrough. Firstly it defines the object of the research, i.e. the Growth-type Enterprises and carries on the thorough analysis research to the characteristic of the enterprises. Then it analyzes deeply the status quo of the brand molding of the Growth-type Enterprises and the reason why their brand molding lags. According to the results owning to all above, the paper in the fourth chapter presents the brand moulding mode of the Growth-type Enterprises, called"3,8,5,2". This part where some points being innovative focus is the important point and brightened dot of the paper. The mode includes four parts, including the system of elementary factors of brand moulding which includes there lines: the system of brand core value, the system of products and the system of brand identifying; the strategies integration of brand moulding which offers strategies integration in eight aspects and analyses how different Growth-type Enterprises use them, based on the shortage of the above system; the procedure of brand moulding including five steps involved; the dynamic development and betterment of brand strategies. Finally the paper presents the support factors of brand moulding mode which lays emphasis the building of contents in there aspects, including the building of special person team, the innovation of the organization, the assessment and protection of the brand.