Brand Ecosystem Model Designing And Building

During ten years in China, brands of enterprises have achievedexciting results, a large number of internationally renowned brands.These enterprises are also increasingly focused on brand building andmanaging. As a specialized investment products, brands can beinghuge benefit to their enterprises. However, it is accompanied by avariety of brand crises, from the melamine incident of Sanlu milkpowder to Shuanghui of meat, these well-known brands have shrunkdramatically in the overnight,even have broken up at once. Why theformer very popular international brands will also appear this problem,some people say it is brand regulatory problems, some people say isresult of benefit-driven, Are the reasons so easy? The answer is no.If we think brand as a living individual, its bankruptcy is thedeath, the crisis of brand is the abnormal state. In the biology, thisproblem is to be solved by the ecological system theory. Why can notwe solve brand problems as we deal with ecological ploblems.Actually, David Aaker in 《Creating a strong brand》 for the firsttime put forward the concept of brand community in1998. After10years,scholars have gradually put forward the brand ecology cycle theory, genetheory, community theory, ecosystems theory and brand life complexitytheory. They pointed out that the brand is complex synthesis whichincluding the brand life, the relevant interest groups, the spirit of the brand culture, brand and technology systems and social environment.Compared with the traditional theory, which only focus on the brand’sown research, looking other factors just as complements, the brand theoryof ecology is more powerful in shaping the health brand. Their findingsalso explain the shortcomings about traditional theory which would bringabout the brand crisis. It also gives the guide to the sustainabledevelopment of the corporate brand.This article is on the basis of these scholars, combined with thephilosophy of science and business ecosystem theory, using the referencemethod, drawing on the concept of bio-ecological system, to analyze thespatial dimension of the brand ecosystem structure model (static), and topoint out the brand of eco-dimensional structure, thus modeling (dynamicmodel), determine the boundary of its run, finally point out the dynamiccomplex model (spatial and temporal dimension combined).