The Research Of Enhancing The Geographical Brand Value

In the past, the competition among enterprises was based on the brand. With the rapidly development of the market, more and more areas establish a brand called local brand, which can be used by multiple enterprises. At the same time, these enterprises maintain and build the local brand together.By promoting the local brand’s value, the region can benefit a lot in many aspects, such as economic development, GDP and humanity development. So this paper makes a analysis on domestic local brands, aims to promoting local brand’s value by analyzing the situations and problems of existing local bands, searching the key factors that have influences on local brands. The paper holds the opinion that the local brand should be created, maintained and developed by enterprise in the cluster together with the local government and the trade association. Therefore, the promotion of local brand’s value should be based on three bodies above. Second, the paper makes analysis on specific factors that have effects on promoting local brand’s value, including brand positioning, brand recognition, brand satisfaction, brand loyalty and brand management. Last, according to these key factors, the paper brings up some strategies to promote the local brand’s value.