What does brand building include?

Brand construction includes media management, brand equity construction, information construction, brand search power management, market activity management, channel construction, word-of-mouth management, customer expansion and brand virtual experience management. Brand building refers to the behavior and efforts of brand owners to publicize, plan, design and manage brands.

Brand building function:

1, increase the cohesion of the enterprise. This cohesion can not only make team members feel proud, but also enhance employees' sense of identity and belonging to the enterprise, so that they are willing to stay in this enterprise, and it will also help improve the quality of employees to meet the needs of enterprise development, so that all employees can work as masters, resulting in the idea of * * * in the same boat, honor and disgrace and * * *, so that employees can pay attention to enterprise development and strive to improve the enterprise.

2, enhance the attractiveness and radiation of enterprises, is conducive to the improvement of enterprise reputation and popularity. A good corporate brand is envied and yearned by outsiders, which not only enhances the value of the investment environment, but also attracts talents, so that resources can be effectively gathered and rationally allocated. The attraction of enterprise brand is a centripetal force, and the radiation force is a diffusion force.

3. It is a kind of cultural power to improve the enterprise's popularity and enhance its competitiveness. This cultural power is the invisible driving force for the development of huge enterprises. The strength, vitality, potential and sustainable development ability of an enterprise are concentrated in its competitiveness, and improving its competitiveness is inseparable from raising its popularity. A good corporate brand is of great benefit to the improvement of corporate visibility and competitiveness. This promotion does not come from the input of manpower, material resources and financial resources, but from the intangible cultural force of "brand".

4. Positive factors to promote enterprise development and social progress. Corporate brand does not stay at the level of beautifying corporate image, but becomes a great driving force to attract investment and promote the development of enterprises, thus promoting enterprises to package themselves like packaged goods and bring them to domestic and even international markets for "sales promotion". Under the background of economic globalization, the all-round social penetration of market economy has gradually eliminated the institutional obstacles of enterprises and catalyzed the positioning and formation of corporate brands in China.