The research on corporate independent brand innovation function and its effect appraisal

Independent brand innovation is the key element for the existence and development of the modern corporations. The thesis raises four independent brand innovation functions of the corporations on the basis of deep research of the corporate independent brand innovation. The four functions are: the leading function of enhancing the independent brand´s competitive predomination; the core function of deepening the development of independent brand; the safeguard function of completing the safe of independent brand; the promotion function of increasing the value of independent brand. It has set the effect appraisal model of corporate independent brand innovation function on the basis of fuzzy neural network method, and carried out empirical analysis by picking up classical cases.