Strengthen the Guan Sheng Yuan in brand management.docVIP

 PAGE \* MERGEFORMAT 27 Strengthen the ‘Guan Sheng Yuan’ in brand management I. Introduction: Group Following the ‘Guan Sheng Yuan’, ‘rabbits’ trademark has been recognized as China Well-known trademarks; ‘Guan Sheng Yuan’, ‘rabbits’, ‘Buddha’, ‘and’ trademark has been recognized as a famous trademark in Shanghai, how to so I upgraded to the company’s brand management, brand management, brand management, such a conscious, self-conscious, proactive brand strategy, we present the face of global economic integration, the economic structure adjustment and accession to the World Trade Organization and the Western Development and intense competition in the market context of macro-and serious deliberation must be considered ahead of an important issue. Brand is a commodity economy, market economy, the product, mainly including business name, product trademarks and other industrial property rights; Group, the brand is owned by the group, as well as the various subsidiaries in the course of several decades of business activity created out of the market , in the minds of customers and consumers to enjoy a certain status of the company names and product trademarks. Enterprise’s brand is valuable, in a sense, its value inestimable. In the fierce market competition environment, the Group’s brand has become an important factor in the rise and fall survival group, of obvious importance. Second, the importance of brand management An enterprise’s brand in the minds of the public and consumers on how the image is not spontaneous, it is a systematic project involving a product, marketing, and service work. Times the product strength, product quality is the key to business success, the availability of marketable products, ongoing product innovation can determine the strength of the competitiveness of enterprises. Now, however, society has entered the era of the brand strength, brand competitive advantage to replace the product’s competitive edge as the key to deciding the out