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Based on the work of MCC into brand construction practice, the paper discussed, and explains the brand of the definition, connotation, characteristic, function. So as to guide enterprise according to their own enterprise internal resources elements, external environment and resource elements of the ability, for the right brand positioning. On this basis, is the enterprise brand competitiveness development present situation and the problems of application, porter competitive strategy theory, through the investigation and statistics, this paper analyzes the enterprise brand competitive advantage and disadvantage, through the analysis and research, this paper construct enterprise brand competitiveness of MCC into work put forward the following measures: 1, implement enterprise brand competitiveness construction strategy measures; 2, and the implementation of quality management as the foundation of the brand construction; 3, implementation to enterprise culture construction support brand development measures; 4, implementation to innovation as the weight of brand competitiveness construction; 5, implementation to serve as the key brand maintenance and construction.
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