Many enterprises brand The understanding is still at a very superficial level, that is, brand is everything, brand is the universal plaster, brand can solve all the problems of enterprises. Brand is not a universal plaster. On the contrary, she is like a double-edged sword. It will play a significant role in promoting the development of enterprises. If not used, she will speed up the demise of enterprises. When the quality of the product is not guaranteed and the level of service can not keep up, the more vigorous the brand building is, the more likely the enterprise will decline. Brand is a continuous cultivation, protection and long-term care, cycle, spiral up process.

Brand is the core value of enterprises to play, enlarge, and ultimately form a competitive edge. It has become a modern enterprise. Management With the core issue of competition, many enterprises have corresponding brand management departments (or marketing departments). Brand managers and brand supremacy have become the slogans of many enterprises. Therefore, the success of brand management is directly related to the survival and survival of enterprises. It is not only a sharp weapon for external sales, but also a moral force for internal management. Successful brand asset management is the core of the core brand asset commander from inside to outside, from outside to inside a highly unified penetration and implementation, the core of the brand is reflected in every detail, any minor details should reflect the core value of the brand. The value of the brand continues to enlarge, eventually forming a strong brand competitiveness.

Effective brand management requires enterprises to consider and formulate brand strategy from a strategic perspective. We must have a global concept and attach importance to integrating cross departmental power to support the value promised by the brand. In addition to beyond traditional brand management, emphasis on products and market In the field of communication activities, it is necessary to jump out of the enterprise's own perspective, consider and manage brand experience from the perspective of strategy or partner, and ensure that the brand designed and provided is exactly what the target customers expect and pursue.