First, the understanding of improving corporate brand competitiveness needs to be improved. A brand is neither a trademark nor a “famous brand” recognized by any organization. A brand is a specific form of excellent quality of goods cultivated by enterprises and created through the market. Cultivating a brand must be a long-term effort process from design to production, from sales to service; forming and enhancing the brand competitiveness of a product, It is a process of continuous all-round efforts.

Second, the soft environment for the development of brand competitiveness needs to be further improved. Constructing the soft environment for the development of brand competitiveness includes not only the construction of the brand awareness of enterprise employees, but also the construction of the enterprise's external brand competitiveness development policies and conceptual environment. The tendency and practice of not paying attention to the brand, not respecting the brand, not maintaining the brand, and not protecting the brand still exist and must be corrected. Various types of false advertising, false brand promotion and even the trend of administrative "competition" have not been fundamentally stopped.

Third, brand extension use and management capabilities are poor. At present, most private enterprises still lack the ability to use and manage brand extensions. In actual economic life, phenomena such as group company trademarks being used by subsidiaries and sub-brands becoming more popular than the main brand are all manifestations of a lack of brand extension use and management knowledge and capabilities and a lack of scientific brand portfolio management.

Fourth, ignore joint ventures and the protection of independent brands in the process of cooperation. In the process of joint venture cooperation, there is a tendency to over-satisfy the foreign party's (trademark) trademark, lack the awareness of protecting the company's famous brand, ignore or even abandon the company's famous brand.

Fifth, the organization of corporate brand competitiveness is imperfect and technology investment is insufficient. So far, very few private enterprises in China have actually established brand management organizations, and technical investment is also insufficient. The reason for this situation is that first, most enterprises are small in scale and have relatively insufficient technological investment capabilities. Second, most companies are still in the technology imitation stage, their ability to develop independent technologies is still relatively weak, and they do not yet have enough independent intellectual property rights to meet the inherent requirements and development impulse of brands.

Sixth, counterfeiting is still a huge threat to improving the brand competitiveness of private enterprises. Judging from the nearly 1,200 questionnaires collected, almost every well-known company’s product brand has a record of being counterfeited. Some companies with high brand awareness invest as little as several million yuan per year to as much as several thousand yuan in combating counterfeiting. Ten million yuan. The cost of combating counterfeiting is quite high.

Seventh, the construction of regional brand competitiveness needs to be further strengthened. Surveys and statistical analysis show that the level of regional economic development is positively related to the development level of industrial clusters, and a good industrial cluster is positively related to the degree of agglomeration of well-known brands. Under the conditions of large market demand and high openness, well-known brands The higher the degree of brand agglomeration, the quality of industrial clusters and the level of regional economic development will increase accordingly. At present, the industrial policies and development environment in many regions in my country still cannot meet the needs of improving regional brand competition.