Select Brand Strategy and Business Strategy.docVIP

 PAGE \* MERGEFORMAT 10 Select Brand Strategy and Business Strategy   Abstract: The connotation of the brand strategy and its functional significance starting to explore the brand strategy in marketing role. Marketing, brand strategy in China’s enterprises on the basis of the status of that increase brand awareness, improve brand positioning, create a good brand image, the integrated use of various means of competition is an inevitable choice for brand marketing.   Keywords: brand strategy; enterprises; brand strategy; brand positioning   1. Brand strategy and content of its functional significance   The so-called corporate brand strategy is a good brand image by creating the market, enhance product awareness, and to well-known to open up their markets to attract customers, expand market share and achieved huge returns to cultivate brand loyalty of consumers as a strategic choice. Brand strategy is the core of corporate marketing. Terms of the functions from a brand strategy, a brand is not just a product logo, more of a product quality, performance and reliability to meet consumer utility integrated embodiment. It condensed the enterprise management, market reputation, the pursuit of the perfect spiritual and cultural connotation, decisions, and the product market structure and service location. Therefore, to play the brand’s market influence, to bring consumer confidence, giving consumers the enjoyment of the material and spiritual is the basic function of where the brand strategy. Practice has proved that a good brand always give people a special impression of quality may be obtained at the same higher price. Some companies have good brand even in different countries can reverse the cycle manufactured products off-season, so that smooth flow of costs and benefits [1].   context of globalization, international competition is increasingly reflected in the brand’s competition, the vast majority of modern multinational corporations a