Research On Enhancement Strategies Of Blue Sword Group Brand Value Based On CBBE Model

With the development of market economy,the dimensions of enterprise competition have risen from quality competition and price competition to comprehensive strength competition with brand value as the core.As a new way of competition,brand has been widely concerned by society and enterprises.Research on brand value promotion strategy can not only help enterprises build a strong brand,but also bring super profits for enterprises,so as to consolidate their position in the market.Since its establishment in1985,Blue Sword Group has experienced a great change from beer to natural drinks.It is the leading beverage enterprise in Southwest China in recent years.It owns the famous Sichuan brand "Weiyi" vegetable protein drinks and the famous Chinese brand "Ice Age".However,due to the increasingly fierce brand competition in the beverage market,the attention of Blue Sword Group has been less and less.How to enhance brand value,exert brand influence and realize brand benefit is closely related to the future development of enterprises.Based on a comprehensive review of the theories related to brand value and a systematic analysis of the development status,macro environment and industry environment of Blue Sword Group,this paper uses CBBE model to construct the brand value evaluation index of Blue Sword Group,and designs a questionnaire based on the actual situation of the research object Blue Sword Group.A total of 425 questionnaires were sent out,and 391 valid questionnaires were left after screening.SPSS26.0 software was used to analyze the reliability and validity of the questionnaire survey.From the evaluation results of brand value,it can be seen that the brand value of Blue Sword Group has problems in four aspects: brand identity,brand content,brand reaction,and product association.After a detailed analysis of the evaluation results of the brand value of the research object,it is found that the brand of Blue Sword Group has some problems,such as poor recognition of the brand identity,low brand awareness,low brand praise,low brand loyalty of consumers,and not close relationship between brands and consumers.Based on the results of brand value evaluation,specific strategies to enhance brand value are proposed,such as improving the recognition of brand identity,strengthening brand publicity and promotion,and optimizing package design.Brand value is the core of a company’s brand building.Research on brand value enhancement strategy can help a company improve product toughness,so as to obtain market position and create a brand with lasting foundation.By evaluating the brand value of the research object,it can make them clearly understand the differences between them and the top brands in brand building,so as to promote them to maintain and expand their brand advantages in the fierce market competition.According to the evaluation results,the brand value enhancement strategy tailored to the enterprise itself is more applicable and scientific.