Retail Business To Create A Strong Brand Countermeasures

In recent years, China's retail market has expands rapidly, at the same time competition has continually intensified. For domestic retail enterprises, this is the most urgent task to earn a advantageous place in the competitive market with foreign retailers. Taking a panoramic view of the global retail industry, those successful business giants have shared one thing in common, that is brand resources. U undoubtedly, brand is the most valuable assets for the modern enterprise. Competition core in the retail market has gradually become brand, who owns the brand equity has competitive capital.Firstly, this paper expounds the concept of strong brands from the start. Secondly, the author gave a profound analysis of theoretical basis what creating strong brands needs in retail industry, present situation and question of domestic retail industry, as well as development status, trends and objective environment of retail brand. Thirdly, the paper present the strategies how to build strong brands in retail industry through putting forward the concepts of brand identity system, experiential marketing etc. Therefore, implementing strong brands strategy is of a great practical significance to build strong brands, enhance competitiveness, and achieve long-term development in the domestic retail industry.Chinese brand research have mainly concentrated in manufacturing industry at present. In retail industry own-brand development and maintenance have been conducted in-depth studies, meanwhile it have rarely deeply been discussed how to create retail company's brand.The paper pointed out that the domestic retail enterprises should place more emphasis on company's brand and put forward some tactics on their creating strong brands.