Title :
The Problems and Countermeasures in the Development of the Well-Known Brand Enterprises in China
Author :
Wang Xinsheng ; Zhang Jinli ; Zhao Haixing
Author_Institution :
Dept. of Manage., Shandong Jiaotong Univ., Jinan, China
Abstract :
On the basis of briefly presenting the brand and the meaning of brand value, this paper analyzes the problems that exist in the well-known enterprise´s brand management in China, which are operators´s lagging brand awareness, shortsighted customer awareness and lacking of the awareness of brand protection etc. There are detailed discussions on the countermeasures of enhancing brand value, increasing the intensity of brand protection and ensuring security countermeasures.
Keywords :
marketing; security; China; brand awareness; brand management; brand protection; brand value; customer awareness; security countermeasures; well-known brand enterprises; Advertising; Companies; Logistics; Registers; Trademarks;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5998593