The Brand Strategic Options Based on the Source of Brand Competitiveness

Abstract

After many years’ rapid development, the Chinese enterprise’ brand reduced the development speed from 2000, till then, it is even be at a standstill. The paper deeply researches the reasons from the brand competitiveness. The enterprise can implement the technological brand strategy which the brand’s internal competitiveness is dominant, it can implement the commercial brand strategy which the brand’s external competitiveness is dominant, and it also can implement the coordinative brand strategy which concerns both technology and commerce. The brand strategy has more correlativity to the industrial evolution. In the industrial growth stage, the enterprise should choose the technological brand strategy. In the earlier half of the mature stage, the enterprise should choose the coordinative brand strategy. In the latter half of the mature stage and the recession stage, the enterprise should choose the commercial brand strategy. The correlativity of them can influence the brand’s development and achievement. The key reason of Chinese enterprise’s brand development slowly is the Chinese enterprises haven’t matched the industrial evolution’s need to change the commercial brand strategy which the external competitiveness is dominant to the technological brand strategy.