Study On The Continuation Of The Brand Value Due To The Transfer Of Brand Management Rights

With the development of economic globalization and the advent of the era of knowledge economy, the brand has gone far beyond its traditional meaning, such as the guarantee of quality and service, the symbol of social status and assets, and becomes a core competence of an enterprise. More and more enterprises regard the brand strategy as a key factor for their survival and development. They aim to build a strong brand and increase the brand value. Then there appear many cases of brand mergers and brand races.Geely has achieved international fame through merging Volvo. The ownership of the trademark "Wanglaoji" has been determined. But the disputes over the decorating rights of "the red tank Wanglaoji" and the authentic formula are still not settled. These cases have illustrated the value of the brand. Meantime many new problems have appeared. The enterprises compete for a well-known brand through various ways, and as a result, the right of the brand management is transferred. Then the continuation and enhancement of the brand value becomes a big problem faced by many companies.This paper mainly focuses on the variation of the brand value due to the transfer of brand management rights. Several research methods will be used, such as the literature analysis, the inductive analysis and the case analysis. This paper is divided into six parts. The first part mainly introduces the writing background, research ideas and methods, the framework and the research meaning of the paper. The second part summarizes the basic theories of brand and brand value. The third part analyzes the components of the brand value. Through the analysis, we find there are three core factors affecting the variation of the brand value, namely the enterprise itself, the consumers and the market conditions. The fourth and fifth chapters are the core parts of the paper. Through the case studies of Wanglaoji and Volvo, the fourth chapter analyzes the positive and negative influences of the transfer of brand management rights on the brand value.The well-known brand has a rich product line and high-end brand image, which will have a positive impact on the continuation of the brand value. But in the process of transferring the brand management rights, there will be many intellectual property disputes, patent disputes and so on. Furthermore, both sides usually have different marketing channels and brand cultures. These factors will undoubtedly have negative effects on the continuation of the brand value. Then in the fifth chapter, some suggestions for the continuation and enhance of the brand value after the transfer of the brand management rights are given. The enterprises can continue and enhance the brand value through the following methods:improving the management of enterprises; making accurate brand positioning; integrating the marketing channels; taking measures to prevent the loss of brand value; extending the brand life cycle; paying attention to the maintenance of the brand; consolidating and enhancing the brand culture and actively fulfilling the social responsibilities. At the same time, the enterprises should establish an interactive model of brand relationship management and have an idea of brand ecology management. At last, the sixth chapter summarizes the paper and draws a conclusion. This paper is expected to provide some useful suggestions for the continuation and enhancement of the brand value after the transfer of brand management rights.