2the purpose and significance of research
The brand is not only the production operator to mark its product to distinguish it from competitors and the significant markers, and is a valuable intangible assets. The enterprise brand is beneficial to product competition in the market, improve product quality and corporate image, is conducive to the protection of the interests of consumers. Encourage enterprises to establish brand awareness, promote the brand strategy, is conducive to the implementation of enterprise dimensions to change, intensive is changed manage, in the increasingly fierce market competition in the survival, development and growth of.
Brand is the producer, operator to mark its product, to distinguish it from competitors, make consumer awareness of the significant markers. Brand is a name, a term, a mark, a symbol or design, can also be the combination of several factors. In other words the brand is used to identify different enterprises, different product text, graphics or text, graphics, organic combination. Now, the brand is no longer merely a marker, but has become a broader, more abstract concepts. It is a badge or label creating intangible assets
The brand is no longer as a name, logos or graphics to consider, but as a group of intangible assets to consider, is a more perfect more powerful ways of thinking.
The first is the brand recognition is the function of commodity, for advertising and other promotional activities provides the basis for consumers to buy goods, plays a guiding role in. Secondly, there are laws to protect the rights to exclusive use of trademarks, will effectively curb illegal competitor the enterprise products market erosion. Third, reputed trademark, in favor of the new products to enter the market. In fourth, famous brand product to customers with more attractive, beneficial for improving the market share.
Brand is the product quality content and the market value evaluation coefficient and the identifying emblem, is the enterprise participates in the competition of the intangible capital. Enterprises in order to win in the competition, must be carefully maintained the brand reputation. On the quality of products can not let down, afraid of breaking their own brand. The process of creating famous brands must be continuously improve product quality and establish a good corporate image process.
Experience shows that the correct decision-making, brand, brand design, brand protection science capable of business success is a very positive role.
3the research contents and methods
The main research contents of this article is to carry out the importance of brand strategy, brand strategy present situation and the existing problems, and combined with the group example analysis its brand strategy 's success in the face of the crisis and the causes as well as the role after the change of brand strategy without timely adjustment of consequences. The method and logic structure is the first clear the related concepts, theoretical analysis, and then through the concrete enterprise case to summarize the corresponding theoretical basis. By combining theory with practice summed up the final conclusion.