The lasting success of a successful brand is closely related to the whole marketing strategy and tactics of the enterprise, such as product development, technological innovation, market operation and distribution channels. Without the support of strategy, the brand will have no long-term motivation and resources. The persistence and extension of a brand depends on the decision-maker's grasp of the overall development strategy of the enterprise and the integration and coordinated management of various resources of the enterprise, and the choice of appropriate ways and means to convey the core value and personality of the brand to the public through brand promotion. A brand is recognized, understood and accepted by consumers for a long time, and it must have core values and personality, otherwise it will only stay at the product level, without soul and sustainable future. The core of brand management is to extract the core value that can cause * * * from the corporate culture concept based on the development strategy of the enterprise, and load it in the long-term integration and communication of products, and form a brand personality different from competitors on this basis.

First, the brand overview

(A), the meaning of the brand

Brand is a collection of consumers' perception and understanding, a special symbol made by enterprises to distinguish their own goods from those of other enterprises, and the most obvious external expression of corporate image characteristics. Brand is not only the best embodiment of corporate culture and major interests of enterprises, but also one of the important ties to safeguard employees' interests. The humanistic meaning contained in the brand plays a subtle role in the public's ideology, lifestyle, social concepts and cultural customs. A good brand image is an important factor for an enterprise to occupy a favorable position in the complicated and changeable market competition. In a sense, the market economy is the brand economy, and there is a market with a famous brand. Brand-name trademarks represent the reputation of enterprises and their products, and brand-name products, as a spiritual product that can meet the psychological needs of people with certain status and status, have the characteristics of high quality, high reputation, high popularity, high market share and high efficiency, and have the functions of attracting funds, gathering talents, improving science and technology, expanding scale and opening up markets.

Essentially, a brand conveys a message. It is generally believed that a brand can express several meanings such as attributes, interests, values, culture and personality. Attribute: a brand first brings people specific attributes, is a tool to distinguish the same products, and is a symbol to determine the ownership of products; Benefits: what consumers really buy is benefits rather than attributes, and attributes need to be transformed into functional and emotional benefits; Value: the brand can provide certain value, such as "high standard, refinement and zero defect" is the service value embodied by Haier; Culture: A successful brand can often attach and symbolize a culture, and the reason why people accept this brand is to accept the cultural significance it represents; Personality: A brand can also represent a certain personality. When consumers feel that the value of a brand can reflect the performance they want, or that they can communicate more effectively through the brand logo, they will choose a brand just like choosing a friend. Therefore, brand is a complex symbol. Brand is not only a name, noun, symbol, research or design of enterprise brand building, or their combined application, but more importantly, the value, culture and personality conveyed by the brand, which determine the foundation of the brand.

(B), the role of brands

With the increasingly obvious role of brand, brand, as an asset, has a strong identification function, and more and more represents the identification relationship between enterprises and consumers. Its function is shown in the following aspects:

1. 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. It 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. If an enterprise wants to win in the competition, it must carefully safeguard the brand reputation, and dare not take the product quality lightly for fear of smashing its 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.

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