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e competitive advantage in the fierce competition to win.In addition, the enterprise owned by the rigid competitive advantage to keep spending less time, and are easy to be rivals copy, the current competition between enterprises is more and more tend to compete soft competitiveness.Environment is changing with The Times, but also changed the soft power and hard power in the enterprise, the proportion of comprehensive competitiveness of soft power is more and more shows its unique charm and importance.At the same time, the brand construction are increasingly brought to the attention of the enterprise leadership, brand value largely reflected the soft power of an enterprise., therefore, can blend in brand value promotion enterprise soft power of study, with the brand value as the breakthrough point put forward relevant measures, enhance corporate soft power, thus in the fierce competition and realize the sustainable development of enterprises.

Brand value.Set off a wave of mergers and acquisitions globally in the 1980 s, caused people's attention to the brand value.Has a high value of the brand will bring high profit for the enterprise, brand value is a known fact.Mainly include the enterprise value on the study of source of brand value, customers, stakeholders three viewpoints, theory of brand value and research are also based on this.Based on the enterprise value perspective of traditional asset value theory is more and more challenges.Domestic scholars to study brand value, mainly focused on the customer's influence on brand value.Rui-ting zhu etc. [1] is considered to be the brand itself and the brand has the help enterprises to maintain their own personalized features of the product and through to the consumer directly influence to improve and strengthen enterprise competition in the vertical (manufacturers - the dealer/distributors, retailers) function such as the position of the brand value.Cheng-rong wang [2] from the theory of differential rent and the commodity two factor theory, think that the brand value by producers with special Labour input elements and market recognition.Stakeholders think branding is not just limited to the customer value theory, it should be all brand stakeholders into consideration, because these stakeholders have great influence in the success or failure of the branding.张燚 [3-4], such as the essence of the brand value is the integration of stakeholder value, enterprises should meet the needs of stakeholders value appeal, from 'brand - customer relationship' to 'brand - the relationship of stakeholders' to enhance the brand value.Integrated predecessors' research, this paper argues that the brand value is stakeholders based on the perception of the brand, and then produce the value of enterprise concept and management behavior recognition, showing support for the enterprise behavior, so as to bring the value of the brand.Brand represents the entire organization, not just a product, not equating 'brand' to 'brand'.[3] product brand object is the customer, the organization brand for all stakeholders.Brand of stakeholders including customers, employees, suppliers, distributors, government, etc.Enterprises must commit to the value of the stakeholder requirements and cash, promoting brand value depend on the stakeholder customers loyalty, hard work, cooperation and provide high quality materials, etc.

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