1, China's corporate brand competition status quo

  Some people have asked some of the well-known domestic enterprises CEOs, business objectives is what? The answer is: the brand's market share. This shows that many well-known corporate CEOs have recognized the importance of the brand. In particular, the current international market productivity has been in a state of excess, all open market economies have different degrees of access to the buyer's market, the market competition environment, means compared with the past have undergone great changes. In this new situation, the main means to win the enterprise is no longer simply to the product itself to compete, but also the brand competition. It can be said that the future of the international market competition will be the main form of competition, brand strategy will be the pros and cons of enterprises in the market competition in the magic weapon of surprise.

  In fact, many of the world's leading companies are often brand development as a business to open up the international market priority strategy. Coca-Cola, Pepsi, McDonald's, and so are the first to start from the brand strategy, that is, to create their own brand-name products, and it as a means to open up the market, the final occupation of the market. Moreover, due to the role of brand-name integrated is very large, outward degree is also quite in the market economy is growing day by day, the brand for the survival and development of the importance of the enterprise has been well known, brand strategy has become a number of well-known enterprises in the market competition unbeaten The magic of the land. After entering the WTO, China's economy gradually integrated into the international market, ethnic enterprises are facing a more intense competitive environment. This fierce competition in the market is the product quality, technical services and price factors such as competition, and ultimately through the brand competition to achieve. To brand-name economic strength as the backing to divide the world's resources, expand the global market, will be a major feature of the international economic operation. In 2004, China's GDP has risen to sixth place in the world, the total trade volume rose to fourth place, China's color TV, clothing, shoes and so on as many as more than 100 categories of products ranked first in the world. Obviously, China is beyond reproach of manufacturing power, but we are the undisputed brand of weak countries. In 2003 by the world authority of the 100 most valuable brands in the world, the United States accounted for 62, Japan, France, Germany and the United Kingdom each accounted for six or seven, China is zero.

 2, establish a professional brand awareness

  Brand culture is to establish a corporate image, enhance the competitiveness of enterprises one of the core issues. Because the brand is the identity of the enterprise that owns it is different from that of other enterprises, it is not only the corporate image recognition, but essentially the seller's commitment to the product characteristics, benefits and services delivered to the buyer. Brand is the guarantee of quality, is the quality of service, is the crystallization of corporate culture, is a symbol of the enterprise. Brand in addition to attributes, interests, value, the more important is the pursuit of corporate culture. Corporate culture gives the vitality of the brand vitality and non-my invisible tension, any well-known brand behind its corporate culture as the basis, the brand once generated in the superior corporate culture, will be able to shine.