The Study Of Chinese Listed Banks' Brand Management And The Improvement In Competitive Advantage

In the present intellectual economic age, intellectual property is becoming part of competitive advantage, enterprises to compete. Meanwhile, as brands become the key element for modern service enterprise to survive and develop, brands themselves are now not only a competitive advantage, but also an advantage of creation which rely on intellectual property and capabilities based on the corporate strength of an enterprise. Therefore, to create valuable brands it is an efficient way to confirm such advantages and identification of a company is emulative. In particularly China, the strong impact to the listed banks by brand management cannot be ignored.Based on reviewing and summarizing brand management theory, enterprise competition theory and banking competitiveness evaluation theory, and also combining with the current situation of China, this paper raised the argument that brand management has the positive effect to improve the Chinese listed banks' competitive advantage.The paper is based on the Porter's Five Forces Framework to analyse the impact of brand management to the competitive rivalry, the threat of substitutes, the bargaining power of buyers, the threat of potential entrants and the bargaining power of suppliers respectively.This empirical research is based on the 16 Chinese listed banks by adopting the method of statistics analysis to verify the theoretical assumptions. Though theoretical and empirical research, this paper argues that brand management is an essential part of intellectual property management; it has a significant positive impact to improve the competitive advantage of Chinese listed banks. The conclusions raised would create a positive effect to enhance the intellectual property rights management and to raise the awareness of improved brand management of Chinese listed banks.