2005•Liaoning Taxation College JournalRequires access
The brand strategy and modern enterprise
Wang Chun-juan
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Abstract
The brand strategy is an activity that the enterprise creates the image of the enterprise and its products in order to improve its product competition capability. The brand strategy is also the important content of the strategy of the enterprise development. This present paper introduces the necessity of implementing the brand strategy in the aspects of the brand study and development, brand name, brand management and sales, brand innovation and internationalization. This paper also produces the concrete project of the brand strategy combining with the domestic brand mobile phone.