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The Coca-Cola company boss once said: coke even if we had been a fire burned down, I still is a billionaire, since the fire burned my only tangible assets, such as plant, and the most important intangible assets - the 'Coca-Cola' brand as long as not be destroyed, with the trademark 'Coca-Cola' can easily attract investment or get a bank loan... This is the power of the brand: no limit.

So what exactly is a brand?

Famous American marketing scholar Philip kotler once said: 'the brand is a name, term, mark, symbol or design, or their combination is applied, its purpose is to identify a seller or a group of sellers products or services, and make it distinguish with competitors' products and services. The best brand conveys the quality guarantee, so to speak.

Brand is a complicated symbol. From the legal level, the brand is a trademark, emphasizes the trademark registration and involves the transfer of ownership, right of use, such as the ownership situation, it is other enterprise can't imitate, protected by law. From the economic or market significance level, the brand is engraved the name card, a marked the performance, quality, efficiency, as well as the recognition, market orientation and the cultural connotation, etc.; From the cultural or psychological sense, the brand is a kind of taste or style, that brings inner satisfaction.

1.2 brand strategy

Brand strategy is based on two aspects: the content of the differentiation and value-added.

Differentiation refers to enterprise own products different from competitors. This means the implementation of brand strategy is to enhance the competitive advantage. To make full use of the difference of brand advantage, marketing communication means is to make consumers familiar can fully expand the advantages. As one of the means of marketing communication, advertising in the promotion of brand differentiation advantage at the same time, also deepened the influence on to consumers. And consumers for advertising also confirms the cognitive of identity.

Another content value-added brand strategy, means for consumers, brands itself has more value than goods. To make full use of brand goods, the added value of the brand must be meaningful. Meaning can be functional or non-functional. The added value of the difference of physical or nonphysical into a brand laid a solid foundation, especially for the material of difficult to imitate, and state the daydream.

Brand strategy of income depends on sensitivity and implementation, the market orientation of the enterprise, competition intensity and the quality of managers and so on. If the br本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。