Based On The Theory Of Small And Medium-sized Enterprises Of The Core Values ​​of Brand Building Strategy

Both developed and a developing country like China, small and medium enterprises in the total number of enterprises, accounting for the absolute superiority, the SMES will become a hot spot of concern. At the same time, as the market competition is increasingly fierce, the high degree of homogeneity of the product, a brand also has become more and more companies increasingly important means of competition. SMES face of the various restrictions on their own to create a good brand, SMES have become an urgent problem to be solved. We have the necessary based on the intrinsic characteristics of small and medium enterprises, to find suitable for the small and medium enterprises to create a strong brand option.The purpose of this study is to develop core values based on the theory of brand building strategy, which attempts to develop a concise brand establish procedures for small and medium enterprises in brand building reference.After this research and analysis, develop procedures for the establishment of the following brands: (1) stage a brand core values of the establishment of this stage is divided into three steps, steps, the value of an enterprise basis (Mission and Vision),the steps 2 industrial core values, Step 3 for consumer brand knowledge. (2) Second stage for the selection of brand core values, (3) Third stage for the development of brand strategy, (4) Phase IV activities for the development of brand marketing. SMES to establish procedures based on the brand and develop the most suitable to its own-brand strategy in a series of brand marketing campaign to build a successful brand.