A Brief Discussion on the Management of Enterprise's Brand Plan

Brand now is becoming the core competition between compnnies as the development of diversification and characteristics for the mass consumers.Although a brand's establishment seems not so easy,it is more difficult for brand operation.During the establishment of a brand,it generally experiences three steps such as to plan and cultivate brand,to develop brand and to operate brand.The paper discusses the factors of establish a brand,the method of managing a brand and principle and aim of operating a brand.