Concerned about the corporate brand line.docVIP

 PAGE \* MERGEFORMAT 12 Concerned about the corporate brand line Brand is a hot topic recently, has even been asserted that China has entered an age of branding, and now the market economy is the brand economy. From the original sense, the brand is to provide awareness of a commodity symbol, name, mark or design, designed to make enterprise’s goods or services with competitors to distinguish goods or services. However, a deeper level that the brand is a way to gain significant value from the enterprise value of intangible assets. A successful brand can bring is often the driving force of any tangible assets of enterprises can not match. With the emergence and development of the brand, modern business center has grown from a purely physical operation on the transfer to brand management. An enterprise may have more than one brand, even in a brand may also have more than a product. Under this modern industry, diversification of business strategy in fact some companies make flexible use of the brand line to achieve the purpose of export its product line just forms. Under the traditional system, brand names and product names into one, it is only enterprise product line and brand lines of a coincidence. Previously seen only in accordance with the brand-line presence of a product line under the appendage, while the brand line for product line support role underestimation. In fact, as market competition intensifies, a high degree of homogeneity in the product today, the quality of products and services alone have been enough to win, in this case to establish a strong brand lines becomes important. Painstakingly built up in the enterprise and to build its own brand line, we can even believed that this product line is the line in accordance with existing corporate brand and thus brand line of supportive role in the evolution of relations between the two into a dialectic of mutual survival-style relationship. The beginning of the development of enterprises must rely on