Connotation and Fuzzy Evaluation of Brand Competitiveness

The research of brand competitiveness is an effective way for enterprise to evaluate its brand value,and brand competitiveness is related to the sustained and healthy development of enterprise.It is a key point for enterprise brand management strategy to evaluate brand competitiveness objectively and accurately.Brand competitiveness is composed of market capacity,relational capacity and basic competency.Fuzzy comprehensive evaluation is used to evaluate brand competitiveness according to assessment index system of brand competitive power.