Corporate Brand Strategy Research

This thesis deals with a detailed introduction and analysis for the practice of brand strategy in corporate management and conducts a systematic research based on the rich experiences of brand practices.In the first part of this thesis, the author refers to some books about brands and management, such as"The Practice of Management","Managing Brand Equity","The Brand Mindset","Positioning", to name just a few. These books and authors all have laid solid and lasting foundation for the brand management theory and practice. When the goal and function of enterprise are quoted in this article, the conception is just acknowledged based on what proposed by Peter Drucker more than 50 years ago. The positioning beyond the products of enterprise which both Trout and Leith advocated still has the fresh idea and the originality so far. The brand management which started in the worldwide scale more than 50 years is still unceasingly improved and enriched in the practice process nowadays. Apparently, brand management hasn't formed itself into an integral system or school, rather it is an art of practice.This thesis discusses the'Brand Positioning'and'Brand strategic concept', the theoretical points of which remain the title of second and third part. In addition, the author simultaneously discusses the'brand strategy combination'in the fourth part and'brand strategy execution'in the fifth one. On the one hand, the author touches upon the'brand strategy goal', in other words, the product transforms as the commodity, and advances for the brand's process and function to incorporate the mutuality between the enterprises, the product, and the industry; on the other hand, the author also carefully surveys the personification feeling of the brand in human's way. The author points out that managers should pay attention to the brand capital which is neglected by enterprises in the past. In particular, the author also uses two chapters for discussions of performance of strategy and the influence factor of the performance. Discussions about the brand, the brand strategy and the brand practice are nearly found out throughout the full text. What is more, the author introduces the analytic methods including growth/the share matrix and the SWOT, which measures those remarkable enterprises in their decision of brand strategy, the analysis about relativity in enterprise brand product and the competitor brand or the leader brand, the fit and unfit quality, and some relative successful decision-making, as reflected in the sixth part of this thesis.The author is of the opinion that the brand strategy is a kind of practice, under which, the uniqueness and the core and distinctive competences of an enterprise will be obtained. The goal of brand strategy is to carry out the increasing value of reciprocity among the customer, the enterprise, and the profit of enterprises.