下一个任务品牌整合（Next task brand integration）.docVIP

下一个任务品牌整合（Next task brand integration） The brand is the key to open the door of the market, it is a system concept, the brand can not only provide value for customers, but also can create value for the enterprise, therefore, the brand brings competitive advantage to the enterprise products at the same time, also brought a competitive advantage for enterprises. Brand value is the perceived value of an enterprise, product or service for consumers, brand value = brand equity / price. The standard of measuring a brand is the brand value. When the brand has certain value, it will become a perceived asset in the customers mind. The greater the perceived value of a service and product, the greater its brand value, and the more it can be obtained from the product or service. From the number of brands owned, the brand strategy can be divided into single brand strategy and multi brand strategy. Enterprises use a single brand or multi brand, depending on the characteristics of the market and enterprise operation, brand strategy ability, it is the enterprise itself, the competitive environment and consumer form comprehensive consideration of the results. In todays increasingly fierce competition in the market, the product between the difference is becoming more and more small, the technology gap between enterprises is narrowing, relying solely on product differentiation has been difficult to form a competitive advantage. Under this background, the brand is more and more important, the brand value will become the pursuit of business goals, brand equity will be the core competitiveness of enterprises, and personnel, machinery, factories and other tangible assets in front of the brand is no longer so essential (the first brand Nike sports products rely on OEM instead of its own instance of the production of sports shoes is a a proof). Brand merger and acquisition is just conforming to this trend. It represents the direction of the future enterprise management change, and is the em