Study Of Enterprise Brand Management Based On Core Competence

An enterprise must possess its particular core competence if it wants to beat the storm in the spring tides of market which likes a rising wind and scudding clouds. Today, products are homogeneous more and more, brand embodies the comprehensive superiorities of natural resources, capabilities, techniques, management, marketing and human resources in an enterprise,, it is the outside representation of core competence of an enterprise. Whether an enterprise possesses a strong brand or not will fix the position for it in the market.After China joined in the WTO, the competition among enterprises has changed from the competition of product to that of brand. Chinese enterprises must build strong brands of theirs if they want to compete with the strong enterprises in the world. Undoubtedly, China is a strong country in manufacturing, but she is also a weak country on brand. Comparing with the 500 most strong enterprises in the world , the vital force of Chinese brands look to be too weak. At the present time, the management of brand in China is still at the initial stage. When enterprises manage their brands, there are yet many problems and mistakes. So it is significant to research how to manage brand more effectively and further to promote core competence in an enterprise.In this paper, firstly, the author consults and sorts out much literature on core competence and brand management inside and outside of China; secondly, combining the practice of enterprises in China, the author establishes a system of brand management based on core competence; thirdly, the author demonstrates . the system of brand management based on core competence in Taishan cement company Ltd., and then appraises the effect of the system of brand management after it is put in practice in Taishan cement company Ltd. ; at last, the author summarizes the paper and brings forward the study orientation of brand management in future.