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A Strategic Study on How to Improve National Brand Images

Author: LiShaoBo
Tutor: MenXiaoYong
School: Inner Mongolia Normal
Course: Art of Design
Keywords: National brand image Upgrade Tactics Innovation Cultural Management
CLC: F273.2
Type: Master's thesis
Year: 2010
Downloads: 429
Quote: 1
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Abstract


In a rapidly changing market changes and competition, political, economic, social progress and changes in the overall environment may occur at any fundamental change, old ideas, rules may have been abandoned at any time. These powerful shock wave, so that our national enterprises to develop brand image strategy is also likely to lose the competitive advantage already, which requires us to the times of globalization standing height to constantly improve national brand strategy, creativity and development of newer, scientific, systematic strategic planning, expanding the potential application of national brand image, so that national brand image always has obviously a unique competitive advantage and can adapt to the new market rules of the game. So that national brand image is more conducive to consumer recognition, more conducive to the brand in the market competition, and ultimately to promote and create more influence on the market, the market share, brand value is high, long life cycle of a strong national brand . This detailed analysis of the constraints of national brands in the process of shaping the brand image of the top ten typical problems exist, such as the manufacture of shaping national brand awareness as the highest goal; equivalent to brand image design is simple glyph; brand image lack of strategic planning management chaos; brand image building lack of innovation; brand image lack of cultural connotations; brand protection awareness among other issues, and the actual existence of these complex issues raised practical and effective solutions. This strategy will enhance the national brand image brand image in the development of national innovation strategy, brand culture shaping national policies and strengthen national brand management strategy to do a detailed elaboration. Innovation strategy for the core values ??of innovation, visual representation of the spread of innovation and focus on innovation carried out a detailed analysis, confirmed only by constantly developing innovative strategies of national brand image in order in a dynamic market effectively prevent aging brand, has always maintaining brand image of vitality and competitiveness point of view; cultural strategy for shaping personalized culture, shaping the sustainable development of cultural compatibility and shaping culture are discussed in detail, illustrated only by constantly shaping national cultural strategy of brand image, differences in order to create a strong competitive advantage to the world of modern society to overcome the multi-brand competition homogeneity constraints; in the management strategy for strengthening legal protection, strengthen self-protection, self-diagnostics to strengthen and enhance crisis management established norms and measures, emphasizing only continue to strengthen national brand management strategy, we can make the national brand image steady and healthy development and sustainable long-term favorable position. The rapid development of the global economy into the fast lane when the brand to win the world has become a trend. National strategy to enhance the brand image is through the integrated marketing communication as well as other integrated tools to create, develop, create, manage and maintain national brand image, perseverance to continue to enhance the national brand strategy for national enterprises to create a strong brand image so that national enterprises to achieve maximum brand equity, brand value maximization, brand culture to maximize the sustainable development of the road. The Chinese national brand in the international competition beyond the barriers of national culture, with its unique brand charm, ahead of the competition and win market.

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