Abstract: Under the ever-changing market conditions, brand has become the key to win customer loyalty and the long-term survival and development of enterprises. In this case, enterprises should re-examine their own brand management strategies. Especially for domestic enterprises, the pressure of economic globalization and the continuous innovation of new technologies force local enterprises to raise their competition level to international standards, especially after joining WTO? WTO？ What if China wants to get rid of the original as soon as possible? World factory? Image, then the first thing we need is to build a successful brand, which requires enterprises to make full use of the operational advantages of brand assets and master some practical, effective and feasible methods to build brand assets.

Keywords: brand marketing; Strategy; Function; implement

At present, the productivity in the international market is in a state of surplus, and almost all countries that adopt the operating mechanism of market economy have entered the buyer's market to varying degrees. Compared with the past, the environment and means of market competition have changed greatly. The main competitive means for enterprises to win is no longer simple products and services, but good methods and strategies for brand equity construction. In the global environment, the core competitiveness of modern enterprises has been more and more linked with the competitiveness of product brands, and the two are mutually restrictive and interdependent, which is a point that China enterprises must keep sober after joining the WTO. Brand is a significant symbol used by producers and operators to identify their products, distinguish them from competitors and identify consumers' cognition. A brand can be a name, a term, a symbol, a logo or a design, or a combination of the above factors. In other words, a brand is an organic combination of words, graphics or words and graphics used to distinguish different enterprises and products.

First, the role of brand marketing strategy

Now, the brand is no longer just a symbol. According to P Doyle's explanation, the marketing authority:? Brand is an intangible asset created by badge. ? Feldwick is the executive director of BMP, a famous advertising company. In the past 20 years or so, the company took the lead in using relatively perfect research technology to understand the relationship between consumers and brands.

Understanding brands from this perspective is one of the most important advances in the history of marketing development in the 1990s. It is a key to explain the difference between successful brands and unsuccessful brands, and has the following functions:

1, which is beneficial for products to participate in market competition.

First of all, the brand has the function of identifying goods, providing basis for advertising and other promotional activities, and guiding consumers to buy goods. Secondly, the exclusive right to use a trademark protected by law will effectively curb the erosion of the product market of this enterprise by illegal competitors. Third, a reputable trademark is conducive to new products entering the market. Fourth, brand-name goods are more attractive to customers and help to increase market share.

2, is conducive to improving product quality and corporate image.

Brand is the evaluation coefficient and identification sign of commodity quality connotation and market value, and it is the intangible capital for enterprises to participate in competition. In order to win in the competition, enterprises must carefully safeguard the brand's goodwill. I dare not treat product quality lightly, for fear of smashing my own brand. The process of creating a famous brand must be a process of constantly improving product quality and establishing a good corporate image.

3. It is conducive to protecting the interests of consumers.

The brand is in the process of sales. The guarantee of product quality and source will help consumers to buy their favorite brands and get the greatest satisfaction. When there is a problem with the product quality, it will help consumers get compensation for losses.

Second, implement brand marketing strategy.

So how can we make the enterprise brand strategy better implemented? I think we should start from the following aspects:

1, establish a strong sense of brand strategy.

Operators of commercial enterprises, first of all, operators of large commercial enterprises (groups), should learn modern business knowledge, understand the domestic and international business development situation, seize the opportunity in time, and implement and promote their own brand strategy. Deeply understanding and implementing brand strategy is one of the fundamental means for enterprises to compete for market share and seek survival and development at this stage. It is also a major way for business to make due contributions to the country and the nation. Operators and entrepreneurs who are interested in doing business should establish a strong sense of brand development strategy from such a height and concept, and implement and promote their own brand strategy with a high sense of political responsibility and urgency.

2. Choose the correct market positioning and determine the strategic brand.

Commercial enterprises usually operate goods ranging from hundreds to thousands. It is not necessary and impossible to develop so many brand goods to implement brand strategy. But through market research, starting from the reality of the enterprise, develop one or two brands (usually one brand is enough). At present, there are only 500 big brands and 500 big enterprise groups in the world. The key is that in the case that modern science and technology and socialized mass production make consumer goods more and more homogeneous, the developed homogeneous goods should reflect heterogeneity. Only this heterogeneity is the key to the success of brand development. This heterogeneity should be developed according to the consumption demand of the market. Only by developing this heterogeneity in the same category can all famous brands succeed. This heterogeneity is to follow the market.

3, the use of information network, the implementation of portfolio management.

Once the brand is developed, it must be launched at the fastest speed. Because now is the information age, the fastest joint operation can be realized through the expressway. First, the newly developed brands can quickly access the Internet, which can not only quickly enter the introduction period of new product promotion, promote marketing and expand the market, but also save a lot of necessary advertising investment, which is necessary and huge for developing any new product. Because of the internet, this investment is saved, but the market is developed. And it is developing at the fastest speed. Second, the new product information on the Internet can seek the most extensive trading partners. If you are on the softball information network, then this vision is global. The more trading partners you seek, the deeper the degree of joint marketing and the greater the effect. Thirdly, with the popularization of information network, online shopping will become the best channel for sales, which in turn becomes the most direct component of combined marketing. Therefore, to implement brand strategy, we must use information network.

4. Use capital management to accelerate development.

Lack of development funds may be a common problem encountered by commercial enterprises in implementing and promoting brand strategy. But we can't wait for this reason, let alone give up development. The international practice of developing modern business is to carry out capital management to accelerate the pace of brand development. The form of capital operation is through merger, acquisition, transfer and franchise. Paid use, grafting and introducing ready-made brands at home and abroad. Creating brand is the primary stage of brand development, and managing brand is the advanced stage of brand development. From the perspective of the development of American commodity brands, it has experienced a three-step process of establishing brands, managing brands and buying and selling brands. We might as well learn from this experience and implement brand capital management. Whether to use capital management to acquire or merge other people's brands or to use capital management to transfer, use or franchise one's own brands depends on the specific situation of the enterprise. What I want to emphasize here is that to have the concept of capital management and know how to buy a good brand with the market is equivalent to buying a good market. Nowadays, this kind of brand capital operation and management has become commonplace in the world and China.