The Brand Concept and Mismanagement of Enterprises in China

This paper points out the importance of China's creating internationally well-known brand by presenting the benefit of brand assets and scarcity of Chinese well-known brand. It analyses the problems existing in brand concept and management through advertisement, price competitions and other phenomenon, which appear these years in domestic market.It aims at enhancing brand popularity and custom' loyalty towards brand and creating international well-known brand. This paper offers resolution and proposition of decision-making on brand image, marketing skills, marketing environment, orientation and global brand target.