Research on brand competitiveness

Author: Xu Jinnan
Publisher:
Publish Date: 2005-12-01
Features: The author delves deeply and systematically into brand competitiveness in this book, creatively defining 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, serving as 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 a brand directly demonstrates in market competition, an explicit capability that reflects the market attribute of the brand. In contrast, the product source of brand competitiveness is formed by the market source and refers to the internal management capabilities of the enterprise, an implicit capability that reflects the product attribute of the brand. These insights hold certain guiding significance for Chinese enterprises in cultivating and enhancing their brand competitive advantages. The entire book presents 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 holds academic value but also provides practical guidance for improving the competitive capabilities of Chinese enterprises.