A Study On Enhancement Of DE’s Own Brand Equity

For a long time,most of our enterprises are OEM based,and the profit is not high.Under the influence of the current epidemic,the slow development of the world economy has brought unprecedented difficulties to China’s foreign trade enterprises.The demand has dropped sharply,the profit is low,the cost of raw materials is rising,the labor cost is also rising,and the market competition is fierce.Only by creating its own international brand can we continuously attract more customers to buy products,expand market share and realize sustainable profits.DE Company,a foreign trade enterprise,has been in the medical device industry for 12 years.It has formed a certain brand influence in Southeast Asia and the Middle East.However,it mainly focuses on large quantity,low price and low profit.How to open the middle and high-end markets in Europe and America and form its own international brand,high pricing power,customer loyalty,satisfaction and sales,form their own brand advantage and maintain a certain market share.This dissertation will take DE Company as an example,through the investigation and research of the existing brand management theory and method,make its “E” brand in the European and American market to form a certain brand awareness,let consumers like and form a certain market appeal,and then continue to expand the market share,produce growth period income.Hope to be able to provide a little help for other small and medium-sized enterprise brand internationalization.