21st Century Brand Operation Strategy

Author: Wang Yonglong
Publisher:
Publish Date: 2003-01-01
Features: Brand competition is the concentrated reflection of market competition. As competition becomes increasingly focused on brand competition, brands become both barriers to prevent new competitors from entering and weapons for companies to open up new market spaces. This is because: the differential advantage of brands reduces the pressure from substitutes; the reputation spillover effect of brands enables companies to gain an active advantage in the "supply chain" or "sales chain," weakening the bargaining power of suppliers or buyers; brands allow companies to achieve a "leading position" within the industry, enabling them to gain an advantage in customer resources; brands can win support from policy and legal resources. In today's fierce market competition, having brands can help win support from policy and legal resources.