Brand theory is the 20th century 50's Sidney Levi's brand image concept for the emergence of signs, and then continue to be improved and added, and now has developed into a more mature theory, but with the new economy The emergence of the brand a lot of methods and ideas have been applied, so there have been some new brand thinking, brand theory to continue to enrich and develop.
At present, many disciplines of experts and scholars are involved in this area, but to management, sociology, psychology and behavior, and so the most. The research field can be divided into two aspects: the discussion of brand theory, the application of brand in industry and enterprise. The following are described separately.
(1) the discussion of brand theory
This aspect of the research mainly includes the connotation and extension of the brand, the brand management, the brand extension, the brand innovation, the brand value, the brand internationalization, the brand in the enterprise development position and the function. Based on the modern marketing concept, Wang Zhixiang puts forward that the brand has the attributes of consumers and the attributes of the owners. The two attributes are differentiated and connected with each other and promote each other. Finally, it is very close to the decision of modern enterprises. Taking into account the issue of consumer attributes made a criticism of the brand image of the new interpretation of the problem, and from the perspective of hospital services to establish the brand between the market and the relationship between the brand. Hu pointed out the "triangle" structure of the macro-management model of brand ecology strategy. A Comparative Study of Brand Relationship Management, Brand Relationship Management and Traditional Brand Management, and Suggestions on How to Implement Brand Relationship Management. Jiang Zhiqiang, based on the duality of the brand, uses the psychology of consumer psychology and behavior theory, the brand theory reveals the psychological basis of the brand extension and the psychological condition of the brand extension, and explores the psychological mechanism of the consumer who has succeeded in extending the brand. The influence of the parent brand and the previously successful extension brand on the brand that will be extended later, and the influence of brand extension and brand selection. Cheng Zhen analyzed the motives of brand innovation and put forward several strategies of brand innovation. Meng Lei summed up the experience of foreign enterprises in the international development of the brand, put forward the development strategy of China's international brand, pointed out that the implementation of brand international development strategy attention.
(2) brand in the industry and enterprise application research
The application of brand strategy to specific industries and enterprises is the ultimate goal of building a brand. Therefore, many scholars and experts are committed to this practical aspects of the attempt and research, there are many entrepreneurs writing articles about the corporate brand strategy. There are many such research literature, such as Jing Hui Fen theoretically analyzed the real estate business implementation of the brand strategy of the necessity, he believes that the brand is the real estate business to achieve differentiation, improve the cost of consumers to transfer an effective way to a certain extent, Help enterprises to solve the problem of information asymmetry in real estate transactions. He Jihong and other large and medium-sized retail enterprises in China to implement the brand scale business strategy of the necessity, difficulties and obstacles were described, and put forward the basic idea of change. Zhao Lihua analyzed the retailers to establish their own brand of reasons and obstacles, and put forward some experience for reference. Li Jianhua analyzes the brand traps in the international marriage of private enterprises and puts forward the corresponding protective measures. Wang, Long Chaoxian As an example, the paper analyzes the reasons for the aging of the brand and puts forward the effective strategy of activating the brand. Some of the well-known foreign management consulting firms also brand new interpretation, such as the famous McCarthy consulting firm with a specific case of how to create a strong brand and the establishment of a strong brand elements were described on how to create a strong brand Provides a useful reference.