树立品牌战略意识提升企业核心竞争力（Establishing brand strategy consciousness and promoting enterprise core competence）.docVIP

树立品牌战略意识提升企业核心竞争力（Establishing brand strategy consciousness and promoting enterprise core competence） Journal of Liaoning radio and TV University 2009 first (total 110th) E-mail:KYCH@ Economics research The so-called brand strategy is that the company will brand as the core competition Enterprise management strategy to gain differential profit and value. product Brand strategy is the product of competition in the market economy, in recent years Enterprises with advanced consciousness have been using the weapon of brand strategy Competitive advantage, and gradually grow. The essence of strategy is shaping The core expertise of the enterprise, so as to ensure the long-term development of enterprises. Today, with the rapid development of science and technology and the rapid spread of information, products, Technology and management know-how are easily imitated by opponents and difficult to become nuclear Once the brand is established, it is not only valuable, but also not Can imitate, because the brand is a consumer awareness, is a kind of heart This perception and feeling can not be easily imitated. Brand strategy, including brand decision-making, brand model selection Selection, brand identification, brand extension planning, brand management rules Brand and brand vision set up six aspects. Brand decision Strategy is to solve the problem of brand attributes. Choose manufacturer brand Or dealer brand, is a self created brand, or join the brand, in? The problem will be solved before the brand is created. Brand model The choice is to solve the problem of brand structure. The choice is comprehensive Is a single brand or diversified multi brand, is a joint brand also? Is the main sub brand, brand model has good and bad points, but Applicability and timeliness of a certain industry. Brand identification, definition, establishment Is the connotation of the brand, that is, enterprises want consumers to identify Brand image, it is the focus of brand strategy. It comes from br