Clues about the brand research and theoretical framework for thinking.docVIP

 PAGE \* MERGEFORMAT 10 Clues about the brand research and theoretical framework for thinking Reform and opening up 30 years ago, China’s economy has undergone considerable development. At present, China’s GDP has ranked third in the world after the United States and the EU. However, China is just a manufacturing country, with independent intellectual property rights and a serious lack of international competitiveness of the own brand. By 2006 the world’s most valuable 100 brands of Chinese enterprises are also not brands. But today is one important indicator of the developed countries have a strong competitive brand. Therefore, the relevant branding theory and strategy research should lead to regulatory attention. 1, the international two major events caused great concern for the brand Well-known international brands on the theoretical study of business management and marketing from the From EMKT. sector, two major events began: 1. The United States ‘Fortune’ magazine since 1955 began the United States ranked 500 large companies, and later, starting in 1976, an international Fortune 500 industrial companies ranking, since 1990 will be combined and published the world’s top 500 industrial companies and 500 service companies ranking. 2.1992 since the international brand consulting company from the United Kingdom - Interbrand Group (Interbrand’s Group) discharges the world’s most valuable brands list table. These two events show that the international community to States to create the brand attention. Can be said that the brand is also from the theoretical study more and more attention. Since the last century, since the 90s, the brand theoretical studies have become an increasing emphasis on the study of Western management. Generally speaking, 50 years since the last century to the present, the theoretical study of foreign brands There are two major orientations: 1. From an accounting point of view Billing Division of the science or study of psychological