Enhance The Competitiveness Of Our Corporate Brand Research

Brand management derived from west countries, and developed gradually with generally socialized production and market economy. brand management is vital for any company to achieve competent advantage in the worldly market. Any world-class company regards brand management as the key to achieve their competent advantages.Now many companies in china have been conscious of the importance of brand management with the development of corporations' internationalization, consumption personalization and demand diversity. Enhancing brand consciousness, brand management and national brand has been the common sense of a majority of companies in china. But because of many historical reasons, there are some mistakes for brand management theory in china .so this paper attempts to study one aspect of brand management and to solve some real problems.This paper presents how to enhance brand competence in order to achieve competence advantages, and design the index system and the model of brand competence with reference to a lot of relative documents and real successful cases of brand management and in combination with IMC and core competence.This paper consists of four chapters. The fist chapter introduces theoretical basis, elementary concepts and index system of brand competence, analyzes the importance of studying brand competence, and outlines the strategy arrangement of enhancing brand competence. The second chapter presents how to use the index system and the model to evaluate companies' brand competence. The third chapter studies how to do some elementary works to enhance brand competence.. The forth chapter introduces how to enhance brand competences through consolidating integrated brand management ability...