In recent years, whether brand management or core competence has become one of the focuses to which management theoreticians and entrepreneurs of domestic and overseas pay attention. In this stage, brand management has more and more exhibited its advantages in the competition between enterprises. At the same time, it has become an important way for enterprises to win competition by detecting, developing and managing their core competences. Based on the analysis of both brand and core competence, the standpoint of taking brand management as the core competence is brought forward, and analyzed deeply in this thesis.At the beginning of this thesis, the basic theories of both brand and core competence are summarized and analyzed briefly. On the basis of the analysis before, brand management and core competence are connected and discussed deeply. In the following parts, the possibility and the reality of taking brand management as the core competence are stressed, and the basic frame of competitive ability system of enterprises, which take brand management as their core competences, is built. Based on the differences between the brand management in traditional meaning and that as core competence, brand management in enterprises that take brand management as their core competences is analyzed in detail, and strategic brand analysis, brand equity's building, managing and measuring are included. Finally, the applicability and localization of taking brand management as core competence are touched. In light of the theories discussed before, the thesis takes the Benq Corporation as an example, in which the business strategy of taking brand as its core competence is being used since it entered the notebook computer market of mainland. |