Domestic Corporate Brand Strategy Research

Brand name has become one of the important competition method in today's market. It' s familiar to most of the domestic enterprises, it' s also unfamiliar to them. The author of the essay is trying to analysis the brand name strategy and management weakness of domestic enterprises from the aspects of definition, characteristics and it' s roles. Paying no attention to build up long term brand name, short of system attribute and stability of brand name strategy, pursuing short term profit or great stir effect. These are the main problem in domestic enterprises' brand name. Market economy in place not for a long time, lack of brand name administration, theory and operation experience, short living of enterprises, short of true entrepreneur are primary reasons for above problems. The author wants to find out the way to build up and administrate a brand name by studying the case of coca-cola and HAIR. From 5 aspects, using its unique quality as a key, coca-cola tells a long lasting brand name myth for a century. From very beginning, Haier recognized that favorable brand name is the foundation to success for an enterprise. Following the role of proceeding in an orderly way and improving step by step in the process of building up brand name, Haier grasp the essence of brand name in their operation and built the number 1 brand name of domestic applicants in china in a short time, also a well known brand name in worldwide, at last, author gives out constructive suggestion on brand name strategy to domestic enterprises for eight aspects...