The Study Of The Construction Of Brand Vitality Based On The Leverage Theory

Brand strategy has become one of the key strategies to achieve competitive advantage in the fierce competition, however, whether the brand has continued vitality after the establishment of a brand will determine whether a brand occupies and maintains this competitive advantage in the competition. How to make the brand has continued vitality? How to leverage external power via existing brand internal power thus forming strong brand vitality? Also need further study.In this paper, we use Italy Huanyi International Travel Agency Case study to analysis how to use internal and external power to form an effective mechanism and how to form strong brand vitality via the leveraging process and the progress of using power. It shows that:Italy Huanyi International Travel Agency build a strong brand vitality via a constant and spiral circulation, and the logic behind the whole building process of brand vitality is leveraging logic. In the leveraging process (the using of external resources), Huanyi International Travel Agency use the strategic logic of ’others first’, looking ’win-win’ or ’multi-win’ strategy to meet the needs of other organizations and the brand itself, and to achieve the purpose of leveraging process; when using power (the internal operations), Italy Huanyi International Travel Agency use the strategic logic of’put oneself before others’, in order to mobilize the enthusiasm of the staff and to achieve the purpose of using power by stimulating employees to gain more usefulness and constantly radiate outward around themselves. The leveraging process is achieved by improving business units, optimizing business processes and improving communication channels so as to realize the process of using power, the process of using power is achieved by an organic combination of external resources, business units and the timing so as to realize the leveraging process. The leveraging process and the process of using power circulate in a constant and spiral way. To build a strong brand vitality via the interaction of the leveraging process and the process of using power under the guidance of leveraging logic. And the ability of the brand is the using of external resources, the internal operations and the integration of internal and external resources.This study opens up the’black box’of mechanism of the leveraging process and the process of using power, provides a systematic study of perspective to serve corporate brand building, and to provide a broader and supportive framework for the practitioners to develop their own brands with existing internal power and external power.