Research On Brand Building Of Enterprise Elements Based On Brand Alliance

With the development of global economic integration,the competition between enterprises is increasingly fierce,the product differentiation between the shrinking.It becomes the main target of the enterprise development to win the competition and occupy a certain position in marketing,the brand has become an important marketing tool to achieve this goal.Enterprise how to use elements of the brand alliance strategy,make the elements of brand alliance,and terminal products to maximize improve product differentiation degree,elements of brand strategy important means of enterprise development.Based on the elements of brand and brand alliance theory as the foundation,in case enterprise coats as the research object.Using literature analysis and case analysis,analysis the success of the enterprise on the elements of the brand alliance strategy,for the similar enterprises to implement brand alliance strategy.The cooperation analyzed on coats with terminal brands,brand manufacturers,summarizes brand alliance conditions,the implementation of brand alliance strategy and influence factors in the success of brand alliance.The Research shows the note on the elements of brand alliance strategy:(1)brand awareness;(2)the influence to end products;(3)good and stable relations with all the partners;(4)value-added services to terminal brands and brand manufacturers;(5)the constant improvement.Need "pull" and "push" combined in implementing.Maintain good relation in cooperation under the terminal brand "pull" and enterprise "push".Research conclusion can provide reference for relevant enterprises use elements of the brand alliance strategy and using for reference.