Building The Corporate Brand Strategy Management System

Recently,brand competition is replacing price competition,product competition gradually,being the most differencing competitive.Despite many domestic enterprises have gradually recognized the importance of brand,and began to create their own brands,they use single aspect of the project as a whole or several aspects of brand management,and equivalent the brand strategy planning to marketing planning,creative advertising,public relations and promotional activities.However,large enterprises generally have a number of brands,the brand management should naturally manage at a strategic level,planning in overall height as a system engineering.This paper constructed a System of Brand Strategy Management of enterprises,on the basis of studying home and abroad theory related to brand management,such a system included the brand positioning management,the brand model management,the brand extension management,the brand operation management,the brand marketing management,the brand culture management,and the brand innovation management these seven sub-systems.In this system,brand positioning is as a core,brand model and brand extension as a framework,brand operation as a basis,brand marketing as a guarantee, brand culture as a support and brand innovation as a power.These seven sub-systems play roles mutually,and develop their respective strategies under the guide of brand strategy, forming an organic whole.At the same time,this paper researched the brand management of Tsingtao Beer, using this System of Brand Strategy Management to examine the status of its brand management,then found deficiencies and put forward suggestions for improvement. Although this study chose one case as an object,enterprises have much in common in the system of Brand Strategy Management.As a result,this paper can also provide a basis for other enterprises,having a certain theoretical and practical value.