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Research of Voith’s Brand Management Level

Author: ChengYuHe
Tutor: ZhongXuDong
School: Suzhou University
Course: Business Administration
Keywords: Brand Brand awareness Brand reputation Brand loyalty
CLC: F273.2
Type: Master's thesis
Year: 2010
Downloads: 126
Quote: 1
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Abstract


In the current market competition , product strength gradually replaced by brand power , decided to consumers of a product the decisive factor . If consumers will give a bad impression of a brand choice. In the increasingly fierce market competition , consumers become scarce resources to maximize fight highly loyal consumers of the brand is the key to winning the enterprise market . Therefore , scholars said that the purpose of modern business is to strive for and maintain the loyalty of consumers . Loyal consumers are the most valuable asset . This paper described and analyzed by the brand knowledge and theory to explore the role and status of the brand 's three levels of management in the enterprise management . Voith company , for example , from the three aspects of the advantages and disadvantages of the enterprises in brand management , and proposed the author's own views and suggestions for improvements . Brand three levels of management , both brand brand awareness , brand reputation, brand loyalty, three is a progressive process , but also complement each other , are indispensable .

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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