Research On Brand Non-commercial Value

Since starting the enterprise purchase upsurge in the 1980s, the brand value entered the line of sight which the scholar studies, and aroused the widespread interest. In the era of economic globalization, Enterprise's competitive advantage has changed from tangible to intangible resources. Consumer's preference of brands determines the position in the market and competitive advantage of enterprises. Obviously, brand has far exceeded its guarante to make the product quality and service best, But becomes an intangible asset of every enterprise. A formidable brand can create the huge value. for the company. However, from the pursuit of brand value, the research result of brand value, we can see that most studies fouced on the brand's commercial value. have't paid a little attention to brand non-commercial value. So brand short-lived phenomenon and the deviation from its original objective become more and more serious.This article is a research of the brand non-commercial value based on the problems, aiming to offer a way of thinking and feasible methods, so the enterprise, the consumer, and the society can coexist harmoniously. Acrossing to the previous study on brand value, this article cames up with the negative effects in the course of brand value construction,The pursuit of brand commercial value will not enable the enterprise to obtain have long-term development, but will bring the enormous injury to society. Such as vulgar material expense idea and behavior, the morals gradually losing, environmental pollution, ecology destruction and so on. To achieve the social harmony and sustainable development, the enterprise must look for non-commercial value of the brand.First, by analyzing the theory of origin of the brand non-commercial value, the paper comprehensively adopts the knowledge in economics, sociology, psychology, ethics and traditional culture of confucianism, to extract the value of the brand specific non-commercial content and features. They lay the theoretic foundation for the following study, and also have definite instruct meaning.Then, According to the content of brand non-commercial value, we reveals the particular manifestation of non-commercial value. And following it analyzes from the aspect of the consumer, enterprise, national and comprehensive, explaining the practical significance of non-commercial value. So it can make its content to be more substantial.Finally, case study. Through analysing the Lenovo's brand development process, it Pointes out the importance of the idea of non-commercial for a brand. At the same time, it shows the practical significance of this research. In the future practice, it also has certain directive significance for other brand.