Research Of Voith's Brand Management Level

Under the mordern market full of competition,product competitive capacity is being substituted by brand competitive capacity step by step.The latter is the key factor which will push the customer to buy what kind of product.If the customer has no good impression on one brand,he/she will give up buying the brand's product even if the product is attractive.So far, the marketing competition is more and more rigorous,so the customer is becoming more and more rare,it is the key to success that who can obtain the customer's loyalty.As the sholar said,mordern enterprise management tenet is to obtaiin and keep the customer's loyalty because the loyalty's customer is the most rare fortune for one enterprise.The author tries to prob into the function and status of the three brand management levels through the illustration and analysis based on brand knowledge and theories.Taking VOITH as a example, to discuss the company's brand management from three brand managent levels and at the same time, give the author's own oppinion and advice accordingly.Brand management includes three terms, brand loyalty, brand popularity and brand favorite.They are increased by degrees. They are supplemented by each other and any one is very important.