Corporate Brand Marketing Strategy Analysis _12931文档.docVIP

Corporate Brand Marketing Strategy Analysis  牋牋 [Abstract] product competition will generally experience production competition, quality competition, price competition, service competition and brand competition, and several other stages of development. Brand competition is the product development of competition to a higher stage of manifestation, is also a saturation of similar products, product quality, mostly in line with market demand, low-cost advantage no longer exists in case of companies and seek to survive the inevitable development of the means. Chinese enterprises should promptly correct the brand concept, through the implementation of brand marketing strategy, so that their products and brands, the domestic firm, and then go global. 牋牋 [Key words] corporate brand; brand marketing; marketing strategy 牋牋?牋牋 1, corporate branding and brand marketing 牋牋?牋牋 Brand is the means is intended to recognize one or a group of sellers of goods or services, and with competitors to distinguish goods or services, the name, term, logo, symbol, design or their sum. When an enterprise, a product or a service has its own name, term, logo, symbol, design or any combination between them, it has a brand. Can be seen that a brand is are widespread concern term. From David Ogilvys brand image theory baked began marketing people from around the world sought after corporate brand from the never stopped. 牋牋 For enterprise brands, from different angles can make different interpretations. From the consumers point of view, corporate brand is the consumer goods of the enterprises use their own experience of the psychological impression and define the minds of every consumer of goods and imagination of a look. Formed from a brand perspective, the corporate brand is based on tangible products and intangible services, a product based on the signs, which mainly refers to the tangible products and reliable product quality, innovative packaging, unique d