品牌营销战略参考文献和英文文献翻译 第5页
Abstract
From the connotation of brand strategy with its functional significance, this paper discusses a brand marketing strategy in the role. In analyzing corporate brand marketing strategy development on the basis that a higher brand awareness, improve brand positioning, Building a good brand image, using a combination of competition means of Brand Marketing is the inevitable choice.
Keywords : brand strategy; Enterprise; Brand Strategy; Brand positioning sources
1. brand strategy with its connotations of the functional significance
The so-called brand strategy refers to the market through the creation of good brand image, improving product visibility, and visibility to open up the market to attract customers, expand market share and achieved substantial profit, cultivate brand loyalty consumers a strategic choice. Brand strategy is the modern enterprise marketing at the core. From the functional brand strategy, a brand is not just a product of the signs, more products of the quality, performance, meet consumer effectiveness of the reliability of the comprehensive embodiment. It demonstrates the scientific management of the 毕业论文
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http://www.751com.cn/ confidence, provide consumers with material and spiritual enjoyment of the brand strategy is the basic function of the host. Practice has proved that good brand often give people a special impression that the same quality can be obtained from the higher prices. Some companies have a good brand even in different countries can reverse cycle-season manufactured products, so that the cost and revenue flows in the area [1]. Against the background of economic globalization and international competition is increasingly reflected in the competition for the brand, the vast majority of modern multinational companies are world-renowned brand companies, with particular emphasis on the use of brand strategy. This brand through all the output patterns, multinational companies gradually occupied the international market, it is no exaggeration to say that now, Brand is a multinational companies to achieve the global strategic objectives of sharp weapons, is to expand capital important means. Brand Strategy by a rise, namely countries in the world as companies and enterprises, which values it at the global implementation of the industrial sector, universal significance lies :
Firstly, to promote sales of brand products is the core product and brand marketing effect of other means than the, In developed markets, brand recognition has been replaced product identification, the market has become the only factor. Second, supervision and guarantee of value brand is a combination of concept, which includes product quality, image, technology, function, effectiveness of many other content. Create a widely welcomed by consumers brand products, takes a long-term effort and the quality assurance value. Third, the economies of scale driven by growth brand products rising prices and an increase in demand, help enterprises to expand production and increase economies of scale benefits. Fourth, ensure that enterprises continue to grow and sustained development of many multinational companies that success of the value of the brand is not only because they are able to guarantee future income, increased customer demand for the company's products, but also because enterprises crisis can give them support, to ensure the long-term development.
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