The Research On Brand Equity's Increase And Management Of Guangdong Household Appliance Enterprise

Guangdong household appliance enterprise's brand development has its own characteristics, its brand management model deeply branded with the experience of Chinese enterprise's brand building. The formation of new brand management model, which generalized from its experience of development and the peculiarity of brand management, should be as a reference of enterprise's brand management in other industry and province. On the background of its status quo in brand management, this paper focused on the brand equity's increase and management.Based on principle of resources integration, and summarizes the brand building's practice of Guangdong household appliance enterprise, the brand equity's increase and management to be discussed from three aspects in this paper: brand operation, it consist of the integration of technology, resource sharing, transfer of brand information, and brand space's expansion; beyond the basic aspect, we should pay more attention to cultivation of enterprise culture, and the building of good brand relationship, these should be helpful to the purpose of brand equity's increase. Correspondingly, as a protection and support system, appropriate organizational structure and related institution is indispensable. Because of this, this paper is to establish a principal line of the building of brand equity; we integrate the main factors which have important impact on brand equity through the formation of brand equity management framework, making the analysis of this problem more systemic and comprehensive.In conclusion, for development in the future, enterprise should construct its core competence by the brand equity's increase and management, and adjust its organizational structure and management model to adapt to the future strategic development needs.In reference to the large number of literature and abundant business case, some new viewpoints about brand building that are not stick to predecessors were put forward, simultaneity, it also indicate a convenient and effective way for the practice of brand management of Guangdong household appliance enterprise.