Research, Methods And Strategies On Corporate Brand Building Assets

Brand asset is a big fortune for every enterprise. Today, the productivity in the international marketing is surplus, and nearly all countries which undertake marketing economics mechanism have more or less entered the purchaser marketing. The environment and the ways to compete, compared with the past, have changed greatly. One enterprise's main competitive ways to win are not only including pure products and service themselves, but also including very good ways and stratedies on brand asset.In Chinese academic field, the concept of brand asset is not so unfamiliar any longer. In the industrial field, although more and more enterprises have realized the importance of brand , even some leaders think of the "marketing occupation of brand " as the enterprise's operating aim, yet how to promote "brand management " into "brand asset construct", there is still not a ready internal model to follow. So every Chinese enterprise must spend a large of time and energy on learning how to proceed with the brand asset construct. Especailly after the entry of WTO, if China want to change the image as "International Industry", the first step we need to take is to construct successful brand, which requires every enterprise to make full use of the brand asset's operating advantages and master some realizable, effective and practical ways. That is just the purpose of the paper.The paper begin with the presenting of the definition of brand asset, then points out the station and open questions about internal band asset construct. After that there are some analyses on brand assets' composition, characters and functions. Most of all, through some ways to evaluate and some stragies to name and extend, the paper presents some very useful advice on brand asset construct. The outstanding character of the paper is to use the totally new angle of view-products composition mangement-and accompany with the model to analyse systematically and expound the brand extension.The main research achievements are as follows:To present a new brand asset definition on the basis of concluding and analysing the existent brand concepts.To present the connotation construct and the denotation construct on brand asset construct.By analysing the difference between "brand asset" and "brand capital", the paper provide very strong proofs for the "brand asset" but "brand capital".By means of the totally new angle of view-the composition and the charactersof products-the author analyse systemmatically the brand extension, and present a very practical model on brand extension.