Study High-tech Brand Growth Base On The Technological Innovation

The development of economic globalization has accelerated the transformation of society to a knowledge-based economy, as carriers of knowledge of high-tech companies will play an increasingly important role in the development of the national economy. However, with China participation in the development of globalization, many foreign high-tech brand enter into the country, using its powerful technology and brand to seize the domestic market quickly, our high-tech enterprises’ development suffered a serious threat. Today, the rapid development of scientific and technological, Chinese high-tech brands how to be strong brands to participate in international competition, which have an important significance for the further development of high-tech enterprises.This paper studies on the basis of the review of previous research results, using a combination of specification and case studies, analysis of the relationship between technological innovation and brand growth in theoretical, and through using correlation analysis, it’s proved that there is the positive benefit between technological innovation and brand growth. Then, select four high-tech brands as case studies, analyzes and summary the successful experiences and practices in the process of technological innovation to promote the growth of the brand.Through theoretical analysis and case studies to draw the following conclusions: First, brand growth is a dynamic process. The concept of brand equity as a consumer brand knowledge, its value can be used to measure the growth of the brand. Second, for high-tech enterprises, technology is an important factor in promoting business growth. Technology and product advantage have a significant role in promoting high-tech brand growth, which is brought about by technological innovation. Technological innovation constitute the technical foundation and value source of the brand, brand value is the ultimate goal of technical innovation. Third, in the process of growth of the well-known high-tech enterprises, technological innovation activities of enterprises influence brand building through products, processes and services, enhance the brand’s competitive advantage. Fourth, Chinese high-tech enterprises enhance the ability of technological innovation from the two aspects of the government and the enterprises themselves to strengthen brand building, create a competitive advantage of China’s high-tech brands.