Brand Strategy Research
Resource:  Kapferer, J.H    Strategic  Brand  Management[J].  Kogan
Page, London
Economic globalization, how to adapt to international trends, establish a strong brand and  enhance  our  competitiveness, have become pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy, based on the content of brand strategy an its functional significance, to discuss the brand strategy in enterprise marketing role. Enterprise needs to use a variety of means of competition to increase brand awareness, improve brand positioning, an create a good brand image.
First, Japanese brands across the board defeat
November 22, 2022 morning, NEC announced that it would withdraw from 2G and 2.5G mobile phone market, which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Ja
panese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.
If we  sum  up  the  Chinese household  appliance  market,  today  any different from ten years ago, I think the biggest difference is that Japanese companies in  China,  Japanese  home  appliance  market  downturn,  the

following main reasons: First, rigid enterprise system, decision-making difficult,  the  reaction  was slow,  incompatible  with  the  reality  of the Chinese market, it is difficult to adapt to the rapidly changing Chinese market; 2 is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their marker launch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can  not  satisfy  market  demand;  Third,  failure  to  grasp  the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance .
Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation? To take the international routeadaptto and whether the enterprise of “Japanese Company” to the lessons learned behind?
Second,  the brand  strategy  implementation  in  China  the  Current
Situation
Many old famous “flash in the pan”
Chinese and foreign enterprises in the Chinese market the brand war; just grow up to be a great impact on national brands. The last century, a little-known  80’s  brand,  not  being  registered  by  trademark,  is  to  be acquired, squeeze, even if the residue is hard going down really developed very limited. Here a typical case, the last century 80s to early 90s, he worked in air conditioning sector hit wonders of the Warburg in 1998, was

acquired Kelon, the subsequent decline in brand image is repeated.
Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.
Since the 80s of last century reform and opening up, China’s socialist economic  construction  has  made  remarkable  achievements.  From  a planned  economy to  market  economy  era  Chinese  companies,  brand management has grown out of nothing.
Information, local governments at all levels of emphasis on brand-name, organization  promoting  the  efforts,  policies  measures have  greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan,  on  brand-name  companies  have  been  cities  for  the 100000yuan reward-200000yuan..