The Cases Research On Relationship Between Brand And Competence

As the market competition becomes increasingly fierce, Chinese companies have been facing the unprecedented competition pressure. More and more enterprises begin to consider how to raise core competence and market competition. Some enterprises focusing on the brand, regarding the brand on behalf of the corporate image and can bring them benefits. Some enterprises pay attention to technical innovations, regarding them as the part of core competence. For this social phenomenon,studying brand building whether has influence on enterprise core competence, and what's the relationship between the brand and core competence are the main research targets of this thesis. Brand management is not only a process of re-shaping the corporate image and the product, but also it is a process of promoting and releasing the enterprise's core competence to the outside world constantly. It means an extremely important strategic significance for enhancing the core competence of the enterprises.Based on the meaning and the characteristics of the core competence and brand, the thesis analyses the elements of constructing core competence of enterprises and brand at the same time. Then we discuss the relationship between brand and core competence. The brand building and core competence advancing are not two isolating concepts, and it is mutual constraints and interdependent between them. We also discuss the core competence enhancing and the brand building process of Erie, Haier and BenQ by case studies. Then we focus on the relationship between the two by the empirical study. Brand management is the external performance of the enterprise core competence; the core competence's development is brand management's purpose and end-result. A successful enterprise or a good brand construction needs enterprise continue improvement and innovation. Optimize industry Chain to promote the formation of enterprise core competence.