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es of brand through the effect of customers. Brand competitiveness is a kind of intangible assets, which is also an important component of enterprise competitiveness, the impact it brings is also a long-term impact, brand competitiveness determines the brand's position in the market, it is the external performance of the commercialization of the enterprise's core competitiveness in the market (MATS U,2003)
Brand proposition is a kind of marketing thought, which has shown the consistent position of the brand. Brand proposition is a market promise, it is strongly to meet some needs of people’s. Brand proposition is a banner, it lets people see the value of its existence. Brand proposition is also a culture, it contains the spiritual connotation of a brand. It can be said that brand proposition has a very important position in the process of brand building. Brand can not depart from proposition. Brand proposition is a key strategy to make the static brand have personification. Brand proposition is the soul of an enterprise, which is gradually accumulated and formed in the process of a long-term development of enterprises’, it is the source of enterprises’ development, which can not be imitated by any other business. It has unique and exclusive characteristics, from this sense, brand proposition has certain individual features of core competences, but it does not possess all the characteristics of core competencies. Brand competitiveness is the integrated performance of commercialization of enterprise's competitiveness in the market, it is the physical performance of enterprise's core competitiveness. Brand competitive can not be ignored any longer, it determines the future profitability of enterprises’.
To make brand become the core competitiveness of enterprises’ depends on the existence of brand proposition. Brand proposition and brand competitiveness are interdependent and mutually reinforced. That is, brand proposition plays an irreplaceable role in enriching and nurturing brand competitiveness of enterprises’; brand proposition is an indispensable element in shaping the brand image, which is also the core meaning of brand competitiveness. In turn, brand competitiveness can be interpreted as brand culture, thereby enriching and updating brand proposition to form a spiral, virtuous circle of brand proposition – brand competitive - brand. Coca-Cola, IBM and other famous brands are popular with their unique brand image in the world because of their brand competitiveness shaped by their unique brand proposition, at the same time, and their strong brands continue to enrich and update their brand proposition to make them the soil for further strengthening the enterprises’ core competitiveness to further enhance the brand competitiveness (Adrian J Palmer, 1996).
Today's competition among enterprises of the world is no longer limited to purely technical level, neither is the core competitiveness of the competition itself, but the multi-dimensional competition of brand proposition, core competitiveness, brand competitiveness. The performance of this complex situation of multi-dimensional competition is more as the form of disputing over the brand, brand competitiveness is the external performance of enterprises’ competitiveness, which has obtrusive characteristics, and brand proposition is the soil of brand competitiveness, which has connotation. Brand competitiveness is the integrated display of the core competitiveness, which has di