A premium brand strategy capabilities.docVIP

 PAGE \* MERGEFORMAT 16 A premium brand strategy capabilities Nike shoe factory from China to spend 120 CNY bought branded sports shoes since the Nike brand, its price on he went to more than 700 yuan; Haier brand of electrical appliances are always expensive than the average 15-30%, sometimes even more than Panasonic, Samsung and other international brands are expensive, but consumers still choose to buy Haier; Du Peng’s a lighter in the more than 6,000 yuan, Valentino shirt at least one of the more than 800 yuan, 2,000 yuan a purse Dunhill; Samsung’s success in recent years, to adjust the brand recognition, product brands sold more than any other peers prices. In fact, a brand like Nike, Haier, Samsung, as the same product can be sold at higher prices than competing brands, premium brands can be said that the ability for the deep and irrational price war is difficult to extricate itself from the major source of Chinese enterprises and a the years they have worked hard to sell a lot of product, sales is large, but very little of the enterprise in terms of profits, Nike, Haier, Dunhill, Samsung and other brands of premium capacity is how much envy. Therefore, the study of the characteristics of the brand premium capabilities and explore effective strategies to improve ability of the brand, to improve the profitability of domestic enterprises, reduce business risk and maintain sustainable development of great significance. First, the capacity of the brand to include premium brand equity grounds So far, the theoretical study on brand equity has been in use to create the framework for David Eig, the brand is also based on this theory in actual combat as a guide initiated. David Iger’s brand equity theory, brand equity including brand awareness, quality, recognition, brand association, brand loyalty and brand equity of the law. Brand premium capabilities not included, the brand has become a major asset (Some companies bring brand equity on the balance sheet) is