Study On Enterprises Competitiveness Based On Brand Image

Modern era has entered a new era of depth of marketing, the vastmajority of products on the market oversupply. In many industries, a diverserange of businesses and products with limited market fierce competition,survival of the fittest products hidden behind a lot of waste of social resources.In this background, creating a unique brand image, and brand differences inmanagement, the difference in the meet the needs of different marketsegments to achieve business goals become positive effective means toparticipate in the competition, and this in today’s enterprise is critical.Firstly, from a multi-perspective analysis of the concept of brand imageand its component dimensions and brand image in three dimensions selectedon the basis of research product image, corporate image, user image onconsumer buying behavior, on this basis, in this paper, three dimensions ofbrand image and brand competitiveness between proposed hypothesis. Sincethen choose three different sectors of the hypothesis of this paper from theperspective of data analysis, verification, the hypothesis of this paper: thethree dimensions of brand image and brand competitiveness was positivelycorrelated, and further validate the three dimensions of brand competitivenessthe influence of the strength. After getting the data corroboration, this paperimpact on competitiveness of the brand one of the largest dimension-productimage for detailed analysis and proposed a set of interlocking product imagebuilding strategy.