Explore The Establishment Of Management Mechanisms, Based On The Value-oriented Brand Activation

The charms of brand have urged companies to switch from traditional product administration into brand administration of building well-known brand to raise market competitive capacity. But brand lacking of persistence and having no long steady development on international marketplace are fairly outstanding issues on present brand management. The development of domestic brand management distinctly lags to diversity of market development. Many enterprises are yet very unfamiliar with this facet which cause many domestic brand survive by plunging massive advertisements and become advertising brand. This kind of brand often becomes famous along lots of advertisements and dead of cutting down advertisements. These brands are difficult to remain vitality for long. So investment to these brands is difficult to get capital gain. Face to this baffle and continuous shock of foreign brand, China brand have need of investigating how to accomplish brand evergreen, keep domestic market, and have a foothold on international market. According to the above actual situation, the dissertation's aim is to research a set of brand activation management mechanism in order to come through optimization and exist for long and hold zip of brand.The activation of brand is different than the recast of brand. Recast of brand means reconstruction or reform. And the brand activation management includes: the brand decision making of enterprise (opportune moment, erection of brand, operation), the brand navigation (analyzing the running situation of brand value and giving the next strategy), and the brand crisis management.Study methods to be used in the dissertation primarily involve life cycle theory guidance, game theory analysis method, radar navigation location, and SWOT matrix analysis. By brand valuation, radar graph, and SWOT matrix, and pointed execution strategies, enterprises and corporations' brand management can find important investigative conclusion and get brand's number. Thereby, brand management can better make decision for recent period or prospective brand management strategy. At the same time, the dissertation highlights necessity for brand crisis management and has brand crisis management as important subsystem in brand activation management mechanism. The dissertation build preliminarily up the configuration of brand activation management based on value-oriented. Purpose for the dissertation is to offer some helps to brand tactical plan and management of enterprises. The dissertation assumes value is basis of brand management and some innovative outlooks another than traditional viewpoint is brought up: put in brand activation management based on value-oriented, discriminate brand activation management from traditional brand recast. What's more, submit brand management should be launched before brand born. And build brand direct current position and navigation by making use of radar monitor.