Modern Corporate Branding And Strategic Research

Today when such integrated trends as economy, society, culture, etc. is being accelerated constantly, any kind of product or service is faced with the fierce market competition. This kind of competition has already become the comprehensive competition in function of the products, the service and even corporate culture, etc. from the product function competition rising of the earlier stage and formed the stage construction, three-dimensional competition pattern that melts. Namely "competition of the brand" which we usually call it. The competitive advantages that the great amounts of brand assets bring make enterprises to establish an unassailable position in the market competition. To set up, manage and operate brand assets effectively has already become an important work of all enterprises and companies. The journey of the market economy and reforming and opening up to the outside world of more than 20 years as well as China entering into the WTO successfully push the enterprises in our country into a surge international tide of brand competition. However, to the most enterprises in our country, it is still not enough to go deep into such things as the knowledge of brand operation and how to establish a set of effective brand strategy, its concept, way of thinking and method are still relatively vague. So the systematic research concerning the brand strategic target and foundation, business enterprises how to design its brand mould and develop strategy as well as pay attention to such the questions as norm and perfection of management, etc. inside enterprises while making and implementing the development strategy of brands has important realistic meaning for guiding the practice of the enterprises brand strategy in our countryThis paper regards this subject as the breakthrough point, carrying on the thorough analysis research to the creation background, concept, and essence of the brand first, then putting forward the brand system and conception of brand mould and develop strategy on these grounds. Through the analysis on the composition foundation and criterion of brand equity as well as the thorough research of brand system structural frame, the text set a goal for the brand mould and develops strategy. Combined with the overall analysis and research of the growth course to the brand, it also discusses the dynamic characteristic of the brand mould and develops strategy. These concept systems run through the article all along. On the basis of the foundation of some related research. The chapter 3,4 of the article taking the target of brand mould and develop strategy as research starting point, the brand driving force influence factors analyses as the basis of studying, establish the strategic system of brand mould and develop strategy in aspecific way and put forward brand core deepen enterprise's business activities and view of commanding enterprise's brand strategy of the core value of brand. The brand mould and develop strategy should be realized by brand operation at last so that the monitoring assessment of its effect actually is the value evaluation of the brand operation. Finally, the paper put forward constitutes of value of the brand operation on the basis of qualitative and quantitative analysis, and designed the index sign system of value evaluation of the brand operation. Moreover, brought forward operational method of value evaluation.The thesis combining the reality of enterprises brand operation in the economic evolution of our country and studying for the backing with the strategic management theory and modern marketing as the starting point with the thought of the theory of the system, discusses emphatically for the running content and the basic running pattern of the brand mould and develop strategy expounds and proves for the assessment supervisory system of its running, which based on some scientific theories, such as information economy, customer's behavior and cybernetics and illegibility math, etc.