Study on the Evolution Paths and Development Models of Brand Value Chain

Brand value chain involves not only micro corporate brands, but also macro industrial, regional and national brands. The evolution of the brand value chain consists of two levels, one from brand perception to brand loyalty, and the other from OEM to ODM or OBM. The brand value chain can create a unique competitive advantage when developed to value network. To achieve the barrier and synergy effects, we can shape the brand´s core values to optimize corporate brand value chain, encourage the interaction of industrial cluster to upgrade the brand value chain clusters, and build regional value creation system to expand regional brand value chain.