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2006•Journal of Minjiang UniversityRequires access

On Promoting the Competitiveness of Enterprises by Brand Strategies

Zhao Xian

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Abstract

Brand is the symbol of an enterprise and products and plays an important role in marketing. Hence, the study on the components of brand strategies has practical significance. The paper elaborates three parts that is indispensable in brand strategies by means of analyzing factors affecting the competitiveness of brand and brand of BMW and its management strategies, putting forward the importance of brand strategies and ways of applying them to enhance the competitiveness of an enterprise.

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What this paper is about

Brand is the symbol of an enterprise and products and plays an important role in marketing. Hence, the study on the components of brand strategies has practical significance. The paper elaborates three parts that is indispensable in brand strategies by means of analyzing factors affecting the competitiveness of brand and brand of BMW and its management strategies, putting forward the importance of brand strategies and ways of applying them to enhance the competitiveness of an enterprise.

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Available abstract

Brand is the symbol of an enterprise and products and plays an important role in marketing. Hence, the study on the components of brand strategies has practical significance. The paper elaborates three parts that is indispensable in brand strategies by means of analyzing factors affecting the competitiveness of brand and brand of BMW and its management strategies, putting forward the importance of brand strategies and ways of applying them to enhance the competitiveness of an enterprise.

Key concepts: Brand management, Brand strategy, Business, Brand equity, Marketing, Brand awareness, Symbol (formal), Brand extension

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