What strategy do? After all is to make the brand become a sign of a market segment, the brand has become a symbol of a certain social class, the brand has become a certain kind of lifestyle label. Convey that attitude to life, a philosophy of life, one of the core values. Marketing strategy is the attitude of a life, the marketing of one set of values.
Brand is not only a business, product, service identification, but also a reflection of the overall strength and management level of corporate intangible assets, has a pivotal position and role in the battle. Contemporary international competition, brand marketing strategy is the golden key enterprises to the world market. This paper analyzes the necessity and the conditions and methods of Chinese enterprises to implement brand marketing strategy.
First, the brand and brand marketing meaning strategy
American Marketing Association is the "brand" definition: "intended to identify a seller or group of goods or services, and competitors goods or services area to separate name, term, logo, symbol, design or sum. "Therefore, when a company, a product or a service has its own name, term, logo, symbol, design or any combination between them, it owns the brand. For brand enterprises have a huge boost:
1, the brand can make a business to play to their economies of scale through mass production of a brand product.
2, any technology can be imitated, and the brand has not imitative, a successful brand can launch its own brand competitors attempt to create obstacles barriers.
3, the brand can make its business apart from competitors, enhance corporate brand equity which can enhance its competitiveness in the market.
4, in the market, a strong brand image can enable enterprises to take a favorable market position in its relations with retailers and other intermediaries in the market.
5, for consumers, the brand is well-respected quality, convenience, status and other needs are met effectively safeguard, it is a contract for its consumer trust.
Many people support such a view: the purpose of brand building is to achieve value-added products to enhance sales growth and product. Reduce the marginal cost of the product by growth in product sales and improve profitability through brand marketing strategy to enhance value-added products. But in many cases, brand building and we can not achieve these two objectives, since both aim to some extent, contradictory and even conflict.