The significance of brand competitiveness to enterprises

Brand competitiveness is the external manifestation of the core competitiveness of the enterprise

Brand competitiveness is an irreplaceable differentiation ability, brand competitiveness is the unique ability of the enterprise, it is not easy for competitors or even can not be imitated;

Brand competitiveness has the ability to enable the enterprise to continue to make a profit, and moreover, it has the ability to obtain the brand price premium of the excessive profit;

Brand is the most important asset of the enterprise

Strong brand competitiveness, there is a higher perceived quality, the enterprise's branded products can be sold at a higher price than the competition, to capture excess profits, which is the brand's premium function.

Strong brands have high awareness and loyalty, companies will be able to reduce marketing costs, to obtain a stable source of profit

Since the consumer wants distributors and retailers to deal with brand-competitive products, which strengthens the bargaining power of the enterprise on the channel.

Brand competitiveness overrides all other competitive capabilities of a company, and brand competitiveness is at the core of its capabilities.

Brand competitiveness is a long-term accumulation of the ability of enterprises, y rooted in the enterprise. It is long-lasting and generally does not undergo qualitative changes with the changes in the environment. Therefore, it has the characteristics of continuity and non-accidental; brand competitiveness has the extension force, so that enterprises can expand the potential that should be.

Since the late 1990s, the concepts and theories of competitiveness have been introduced into China, and have soon been emphasized and accepted by the theoretical and business communities. For a while, "competitiveness, core competitiveness, national competitiveness, industrial competitiveness, regional competitiveness ......" became a very hot topic. The world's recognized authority on the systematic study of competitiveness strategy is Professor Michael Porter of Harvard Business School in the U.S. (Michael-E-Porter). Michael Porter puts forward a series of comprehensive methods and techniques of competitive analysis with creative thinking, and proposes a more complete knowledge framework for understanding competitive behavior and guiding competitive actions. However, his theory is limited to the source and cultivation of enterprise competitive advantage: Porter mainly emphasizes the two factors of cost and difference, but these two factors belong to the direct competitiveness of the enterprise, in fact, the competitiveness of the enterprise also exists indirect competitiveness, such as management, human resources, technological innovation and so on.

Enterprise any existing core competitiveness advantages: resource advantages, technological advantages, talent advantages, management advantages, marketing advantages should ultimately be transformed into the performance of the enterprise brand competitiveness advantages, only so that the enterprise can be in the fierce market economic competition in the environment to achieve sustainable survival and development, to ensure that the enterprise's long-term stability, prosperity and prosperity. Brand competitiveness refers to the enterprise's brand has a differentiation from other competitors or in the industry can remain unique, can lead the development of the enterprise's unique ability. This ability to show the brand's inherent quality, technical performance and perfect service in the market competition.

China's famous brand planning experts, China's top ten planners Li Guangdou pointed out that brand competitiveness is a brand of similar products than the market influence, high occupancy, high value-added, long life cycle of the deep-seated reasons. Brand competitiveness refers to the enterprise's brand has a unique ability to distinguish or lead other competitors, can show the brand's inherent quality, technology, performance and perfect service in the market competition, which can cause consumers' brand association and promote their purchasing behavior.

"Why are multinationals more competitive than local companies in general? What are their competitive advantages specifically?"

From the perspective of strategic management, any enterprise must have its own unique core competencies if it wants to fight the waves in the stormy market tide.

Compared with multinational corporations, brand competitive competitiveness is currently the most lacking ability of Chinese enterprises, but also the most important ability in the current market battle in China.

If we look at the development of China's national competitiveness, although in the past few years, China's total national economy has risen to the world's sixth place, and the fourth place in the total trade. But China's progress in the world's famous brands is alarmingly slow. 2003 by the world's authoritative organization to evaluate the world's 100 most valuable brands, the United States 62, Japan, France, Germany, Britain 6, 7 each. China has none. The market changes and competition is changing rapidly, a brand bigger than just rely on efforts to do a good job, after reflection, our enterprises should be standing in the height of globalization to enhance the competitiveness of our own brand. Therefore, the core competitiveness of our enterprises, cities, regions and countries into brand competitiveness is to maintain the future competitiveness of our nation's long-term security way.