Brand Of Economic Development Strategic Thinking

21st century is considered as the age of brand competition, but what is brand? Brand should be Rubik's Cube that turns trademark into treasures, should be words that make sense of voices. Under the circumstance of current marketing, brand has been the nerve center of enterprises' development while brand strategy has been the must of sustainable development.As prolongation of product brand, competition among cities is, to some extent, the competition between product brand, company brand and even brand of city. Being recognized by public, brand becomes a kind of carrier which makes clusters of nameplate companies and cities. This is brand economy. As economic center of China and even the world, Shanghai is enhancing its international reputation and competence, benefiting from the basic development framework of The Four Center. However, regarding the history and current situation of brand progress, Shanghai must establish efficient development strategy of brand economy at macro levels.This paper starts from the definition of brand, city brand and brand economy, makes deep research on the development and current status of Shanghai's brand economy. Compared with other cities' brand economy, this paper analyzes the feebleness of Shanghai's brand, also the advantage and disadvantage of developing Shanghai's brand economy. On the basis of previous analysis, it brings forward the strategy direction and measures for the further development of Shanghai's brand economy. The four parts are as below,Part I defines the meaning of brand, city brand and brand economy. From the development of brand meanings, it describes the concept of brand, also the origin and development of Chinese brand theory, reviewing the development of native time-honored brand. City brand is a new topic nowadays, this paper tries to define city brand and brand economy basing on the research from China and abroad. Finally it briefs the relation among the three items, which is the theoretical basis of this paper.Part II describes the development and current situation of Shanghai's brand economy. In retrospect to the four stages of the development, this paper summarizes the effect and fruits, and the current situation. Meanwhile, it analyzes the measures of promoting Shanghai's brand economy with respect to two environment of government and society. It is the historical foundation of the brand strategy to be given afterwards.Part III emphasizes the new progress of Shanghai's brand economy in the developing world economy. In the age of 21st century, the advantage of Shanghai brand is far from convinced. Compared with Qingdao, which is famous as the city of brands, Shanghai should make great efforts on developing brand economy, whose SWOT analysis also provides the practical bases.Part VI brings forward the strategy direction and measures of delveloping Shanghai's brand economy. Shanghai must establish brand planning and strategy step by step on recovering time-honoured brands, focusing and sustainable development.