甘甜

【Abstract】In the deepening development of the market economy today， the importance of the brand for enterprise survival and development is as everyone knows， the brand strategy has become a magic weapon for many well-known enterprises remain invincible in the market competition. But at present， in our country a large number of enterprise leadership， the brand awareness of a widespread misunderstanding. Many business leaders in a brand， often brands just as commodity identification， believe the brand is more than a few registered trademarks， and develop several products， but did not see the deep sense of brand meaning. Therefore， based on the basic meaning of brand exposition， this article is to discusses the importance of brand in the development of enterprises， and puts forward some opinions on how to build its own brand strategy for enterprise.

【Key words】Brand strategy； Enterprise； International Brand Marketing

1. Introduction

The so-called brand positioning， refers to products based on brand to compete in the market and win a certain position must be determined in the minds of customers， a certain feature， set up certain product image in the target market， with competitors to form difference. In General， to make a clear brand positioning， you first need to answer a few questions. （Gao Xiaoqin，2003，p.7）.

（1）Why： Brand on consumers ' interests and what are the advantages.

（2）When： Brand appears

（3）For whom： Who is the target consumer brands.

（4）Against whom： Brand's main competitors are.

2. Common characteristics of international brand

International well-known brand-building process from the above， we will find the best of the international brands have some common principles. （Yang Huanjin，2000，p.23）.Such as recognition and consistency. Famous brand is always brought to the attention of consumers and public opinion strongly， and the ability to lead the industry. Such as the famous car brand BMW， it has become a design engine and “expressive”， and symbolizes the product owner has reached a certain social status. This recognition illustrates the concept and reality combine and enables brands to rapidly won fame in the new market. Famous brands in different areas to maintain visual， auditory and tactile language， identifying the height of sustainability， they can convey an experience in sustainable consumption in the world. For example， the McDonald's brand characteristics of special attention to eliminating distractions can always return to the core values. （He Jiaxun，2000，p.85）.

3. Brand Strategy

Brand Strategy is a crucial component part， it is to protect the roots and development of products to survive， is the prerequisite and basis for business development. Therefore， before products enter the market， enterprise have to conduct overall planning and strategy development， to ensure that the product， the company's orderly development and the enhance of brand assets. The enterprise should establish the correct brand awareness of competition With the opening up of international and the acceleration of the process， China has entered the era of brand competition， the creation of brand， brand publicity. brand protection， brand development， and follow the road of brand has formed a consensus. But brand growth is not a simple one riding off task， but a long-term project， need overall planning， the overall consideration. （Fu Guoqun，2000，p52）.In connection with the reality of China's enterprises in accordance with its own conditions and characteristics， the analysis of the market environment on the basis of develop brand strategy， brand implementation projects， including the development of competitive products， consolidating brand； foster new products， brand； highly sophisticated product development， cultivate brand.

4. Conclusion

In short， the Chinese enterprises to create an international brand marketing is a daunting task， and a huge investment and effective long cycle of work， but also to the creativity and public relations into the above method which. Chinese enterprises should value product innovation， so as to enhance the core competitiveness. China will have more brands entering the ranks of the world brand， five hundred more enterprises into the global pursuit of the dream of the people， the Chinese enterprises in the output of products must not forget to create its own international brand marketing.

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