Research on Brand Competitiveness

Author: Xu Jinnan
Publisher:
Publish Date: 2005-12-01
Features: The author conducts an in-depth and systematic study of brand competitiveness in this book and creatively defines brand as a system composed of market attributes and product attributes. The market attribute of a brand refers to the sum of activities that convey product characteristics, benefits, associations, culture, values, and personality, including trademarks. The product attribute of a brand refers to what the brand represents, such as the scale of the enterprise, product quality, technology, and corporate image. Brand is a comprehensive reflection of both product and market attributes, representing a relational contract between the enterprise and customers. On this basis, the study explores the sources of brand competitiveness from a systematic perspective, proposing that brand competitiveness originates from both internal and external sources, with internal sources further divided into market sources and product sources. Among these, internal sources are the determining factors of brand competitiveness, while external sources are the supporting factors. The market source of brand competitiveness refers to the ability that a brand directly demonstrates in market competition, a visible capability that reflects the market attribute of the brand. The product source of brand competitiveness, on the other hand, is formed by the market source and refers to the internal management capabilities of the enterprise, a hidden capability that reflects the product attribute of the brand. These insights hold certain guiding significance for Chinese enterprises in cultivating and enhancing brand competitive advantages. The entire book features a complete research framework, profound theoretical analysis, fluent writing, and rigorous yet clear conceptual definitions, demonstrating the author's solid theoretical foundation and rigorous research approach. This research not only has academic value but also offers guidance for improving the competitive capabilities of Chinese enterprises.