The Concept Of Brand And The Value Of Brand Management System Planning

According to the definition of American Marketing Association:“ brand It is a name, term, symbol, logo, or design, or a combination of all these contents. The purpose is to identify and distinguish the goods or services of an enterprise or a group of enterprises from those of its competitors. "

The definition of the clothing brand reveals the basic function of the brand: the identification function of the brand, which is composed of "name, term, symbol, logo, or design, or the combination of all these contents". The basic function of the brand is "identification" and "difference" derived from this identification system. This identification system is only the most basic part of the brand, and its function is only to make this enterprise brand different from that of the other enterprise brand. An enterprise can not compete in the market simply relying on the identification function of the brand, and the enterprise needs to establish a competitive advantage of the overall brand system.

in my submission clothing Brand identity function is a basic component included in the brand management system. With the concept of marketing as the guiding ideology, the value of brand lies in that the brand can meet the needs of target consumers, and form brand assets through communication with consumers, so that the brand becomes a part of the intangible assets of the enterprise. The brand management system planning proposed in this paper is the process of formulating brand strategies and implementing plans by understanding the essence of the brand composition system and comprehensively reviewing the brand composition elements, so that the brand can enjoy high popularity, reputation and loyalty, gain market competitiveness as a whole, become the core competitiveness elements of the enterprise, and thus accumulate brand assets, Create substantial benefits for enterprises, society and consumers.

1. The significance of brand management system planning is to make the brand accumulate intangible assets, and make the brand management plan first and then move through the planning, so as to reduce the unnecessary consumption and loss of brand assets in the brand management. It is to maximize the brand assets in a reasonable and economic way through systematic management concepts and techniques. Brand equity is the "added value" that enterprises endow products with through past marketing investment in brands.

2. It is the most valuable long-term investment of enterprises. Brand equity is the basis of high product prices and can be formed Clothing brand Long term competitive advantage can inhibit competitors.

3. It is also the long-term impression and perception of consumers on enterprises and brands, which can attract new consumers and maintain loyal consumers. Brand equity is the basis for the sustainable development of enterprises and has the function of promoting trade leverage for enterprises.