1. Creating brand-name products is a means of enterprise development goals.

The key to striving for famous brand products lies in product quality. If an enterprise wants to occupy a place in the fierce market competition, it must have its own fist products. In order to achieve the development goal of maximizing enterprise value, enterprises must strive for famous brands and put quality work through the whole process of scientific research, development, production and management. Zhengzhou Nissan has set an example in this regard. The main technical indicators of EQ 10603t truck, one of the leading products of this enterprise, are at the leading level of similar models in China. It has successively won the gold medal of "Chineydy Cup" in Henan Province and the second prize of provincial scientific and technological progress, and has been recognized as a national new product and a famous brand product in Henan Province. Now it has developed into a multi-variety and serialized product with strong market competitiveness. Its other leading product, UD2 1 light truck (pickup truck), is an advanced product imported from Nissan in Japan in 1990s. Since it was put into production, production and sales have continued to grow synchronously, and the market prospect is broad. It was widely concerned and praised at the "Fourth Beijing International Automobile Industry Exhibition". Through the digestion and absorption of imported technology, the enterprise has realized the localization rate of 3 1.5%, and plans to meet the localization requirements in the industrial policy of the automobile industry in the next year. Enterprises have made phased achievements in striving for brand-name products and grasping product quality, and made contributions to promoting the economic development of Henan Province and even the central and western regions.

2. Maintaining famous brand products is the central work of enterprises.

As the saying goes: it is difficult to start a business, and it is even harder to keep it. "Famous brand" is a dynamic concept, and famous brand products are achievements and products in a certain period. Only by constantly innovating, enriching and improving the performance and technical content of products can enterprises always maintain the vitality of brand-name products, own the market and win the recognition of customers. Therefore, cherishing and maintaining famous brands is the central task of enterprises, which should be carried out continuously, deeply and unremittingly.

Second, thinking about the implementation strategy of famous brands.

1. Give full play to the role of famous brand market, create famous brand enterprises and rationally allocate resources.

Creating famous brands is an important measure to promote the transformation of economic growth mode and the construction of spiritual civilization, and the exchange and cooperation between famous brand enterprises at home and abroad is an effective measure to promote the implementation of famous brand strategy.

In China, some enterprises have created famous brands through painstaking research and development. However, due to the limitations of manpower, material resources and financial resources, the development of these enterprises is limited, while other enterprises are producing ordinary goods or obviously outdated goods, with poor economic benefits and some even losing money. This makes the optimal allocation of the country's overall resources unbalanced and seriously hinders the improvement of the overall economic benefits of enterprises. In order to change this situation and meet the social demand for brand-name products, it is necessary to set up a number of brand-name enterprise groups to make brand-name products play a greater role in the market economy. Through merger and association, enterprises can jointly produce, create and develop famous brands, improve the efficiency of resource operation, realize the optimal allocation of resources, and provide a large number of famous brand products to the society.

2. Strengthen publicity, pay special attention to product quality, and correctly establish corporate brand image.

Market competition is product competition, product competition is quality competition, and quality competition is achieved through brand competition. Whether an enterprise's products can be accepted by consumers is very important, and its image is easy to impress consumers. On the contrary, it is easy to be ignored by consumers. Especially in the increasingly fierce market competition, it has changed the competition of hardware such as consumption, cost, quality and price, and highlighted the brand, service, packaging and style. Marketing strategy, management methods and other software competition, and the latter is more and more important, but also the key to establish a corporate brand image. The most important thing for enterprises to establish a good public image is to seize the opportunity to expand brand promotion.

3. Establish a set of scientific management systems and methods.

(1) Enterprises should meet the needs of their own development and socialized mass production. In the process of production management, they should scientifically formulate labor quotas and adopt advanced scientific management methods to make the production site clean and orderly, and basically put an end to ineffective labor and waste.

(2) Strengthening the quality awareness of all employees is the premise of improving product quality. Quality work should adhere to the people-oriented principle, firmly grasp the guiding ideology of "starting with education, ending with education and benefiting from education", carry out quality education in an all-round and multi-level way, and publicize and implement the product quality law, GB/T 19000-ISO 9000 series standards and other relevant laws, regulations and policies.

(3) Clarify the responsibilities of various functional departments, highlight posts and work priorities, strengthen quality and skills training, and ensure product quality with work quality. Strictly implement process discipline, implement process responsibility, establish a unified and effective process management system, focus on standardizing and rectifying the weak links of process discipline and quality control, conduct regular maintenance and general survey, operate in strict accordance with rules and regulations in the production process, put an end to disorderly operation, fully implement quality veto system, strictly assess, cash rewards and punishments, and effectively control the improvement of product quality.

(4) Establish the general manager's quality meeting and regular inspection system, conduct quality spot checks on major products, and make quality rectification in time.

(5) According to the quality information fed back by the market, carry out quality rectification in the whole process from product design, technology, procurement, manufacturing to sales and service. Strict assessment of the economic responsibility system and ensuring that every measure is responsible for people will promote the stability and improvement of product quality.

Zhengzhou Nissan Automobile Co., Ltd. has a good promotion value in the scientific management system and methods. The main method is as follows: Because the outsourced products of EQ 10603t car account for more than 70% of the whole car, it is an important guarantee to improve the quality of the whole car. After several years of practice, the company has established a set of effective quality management methods for outsourcing supporting products, and successively promulgated and implemented a series of systems such as Quality Assurance Qualification Management Standard for Outsourcing Supporting Plants, Quality Spot Check System for Outsourcing Supporting Products, EQ 1060 Interim Provisions on Quality Rating, and Quality Management Principles for Outsourcing Supporting Plants. Since 1994, the company has formulated and implemented the "94243 Quality Project", rectified the existing quality problems together with the cooperative supporting manufacturers, steadily improved the quality of the three major assemblies, key parts and safety parts, and laid a solid foundation for the substantial improvement of vehicle quality. Companies also adhere to the people-oriented, strengthen quality management, and steadily improve the quality indicators of major products. 1995, the leading product "Zhengzhou Dongfeng" EQ 10603t was rated as the first-class product in the national automobile product quality surprise inspection, and the quality of "Zhengzhou Nissan" vehicle and domestic parts reached the Japanese technical standards.

4. Cherish and cherish famous brands and dare to challenge existing famous brands.

Famous brand products are formed through long-term unremitting efforts. It is also one of the important safeguard measures for enterprises to formulate long-term development plans. Enterprises set up famous brands, but also require entrepreneurs to have persistent regrets, persistence in the fate of enterprises, down-to-earth work spirit, advanced development and the ability to seize opportunities and adapt to market changes. It is difficult to create a famous brand, and it is even more difficult to protect it. If you don't cherish, cherish and protect famous brands. Finally, there is only a flop. There is no famous brand once and for all in the world, which requires enterprises to do everything possible to keep famous brands after creating them. There are several ways to do this: first, create and innovate traditional production, endow it with new technologies and new processes, and the products it creates should keep up with the trend of the times and reflect the fashion of the times; Second, we should cherish famous brand products, cherish famous brands and protect our own famous brand products by using relevant laws and regulations; And establish a fake information network, once found, investigate and deal with it quickly, and carry out legal proceedings when necessary. Third, conscientiously implement the relevant provisions of GB/T 19000-ISO 9000 series standards; Fourth, adopt high technology, popularize famous brand technology and increase the cost of counterfeiting; Fifth, trademark management should be standardized and institutionalized.

In addition, the national government has established and improved the legal system for protecting famous brands, taken measures to support famous brand enterprises and products, trained famous brand entrepreneurs, ensured the objectivity, impartiality, scientificity and authority of famous brand titles, and ensured orderly market competition.

Third, thinking about the accounting treatment of famous brands.

As the intangible assets of enterprises, famous brands have brought potential and uncertain future economic benefits to enterprises. As the assets of enterprises, famous brands should be confirmed, measured and accounted for.

1. A famous brand is a trademark and belongs to the purchased intangible assets. Its value lies in the high-quality goods with special names owned by enterprises, and the use of specific names on some designated goods is owned by enterprises. Well-known trademarks become registered trademarks after being examined by the trademark administration authorities, which are protected by law and have a permanent legal life. Only by turning the intangible asset of famous brand into tangible asset can we maintain and increase the value to the maximum extent. World famous trademarks are of high value. 1994, Coca-Cola reached $35.95 billion, Marlboro reached $33.04 billion, and Shenzhen Sanjiu Weitai reached $6,543.8+billion, with the highest value being probably "Hongtashan"/kloc-0.0 billion yuan in Yunnan.

2. As a kind of goodwill, famous brand belongs to self-created intangible assets. Once a famous brand is established, the public (or consumers) will have a sense of trust in it, and no matter what products the enterprise produces, it is easy for the public to accept. Therefore, a famous brand often not only represents a certain product of this brand, but also represents a large category of goods produced by this enterprise and using this trademark, and even covers all products and services produced and operated by this famous brand enterprise. Generally speaking, products with famous brands can sell at higher prices than ordinary products and unknown products. Famous brands as goodwill cannot be accounted for as intangible assets. Only when enterprises merge (merge) can they be confirmed and calculated according to the difference between the total price paid by the buyer to the seller and the total net assets of the buyer's enterprise.

(Author: Beijing Union University Business School)

Striving hard for development: improving the competitiveness of enterprises and implementing brand strategy are expected to speed up.

Release date: 2005- 10-22 | Source: Yan Qifa

Brand is an intangible asset of an enterprise and an important carrier of its core competitiveness and business reputation. The implementation of "brand strategy" is of strategic significance for changing the mode of economic growth, promoting the strategic adjustment of economic structure, promoting the development of high-tech industries and improving export competitiveness; The level and scope of "brand strategy" is higher than the traditional four foreign trade strategies, and it has the conditions to rise to national strategy; Implementing "brand strategy" should be regarded as one of the new strategic orientations of business and even all economic work; To implement the "brand strategy", we need to put forward short-term, medium-term and long-term goals, and draw lessons from international experience to formulate a system of policies and measures for brand cultivation, brand protection and brand promotion. The time is ripe and the conditions are ripe. From the perspective of economics, brands have three characteristics: first, brands are intangible assets of enterprises. Enterprises can continuously obtain economic benefits by virtue of brand advantages, and can trade in the market, which has trading value. For example, in the 100 global brand list published by Business Week, the brand value of Coca-Cola in the United States is $69.64 billion. Secondly, brands form the core competitiveness of enterprises. Brand is exclusive, special and stable, and it is an important part of the core competitiveness of enterprises. Third, brand is an important carrier of business reputation. Brand is the passport of products and services to the market, and a strong brand is the key to the success of enterprises. Brands are sometimes more valuable and influential than products or services. Implementing "brand strategy" means that the government regards cultivating independent brands as a strategic choice to improve the national economic strength and international competitiveness, and formulates policies and measures for this purpose. With the deepening of economic globalization and the increasingly fierce international competition, promoting "brand strategy" has become an important measure for countries to seize the international market, promote their own economic development and become a world economic power. It has become an important measure of China's economic competitiveness to study the ideas and objectives of implementing "brand strategy" and formulate policies and measures to promote the development of independent brands. The implementation of "brand strategy" has a solid foundation and important significance. The time and conditions for China to implement the "brand strategy" are ripe. Since the reform and opening up, China's economy has maintained an average annual growth rate of 9.4% for 26 consecutive years, and its total economic output has jumped to the sixth place in the world. The implementation of "brand strategy" has a strong material foundation; In the international competition, a large number of enterprises in our country have been growing, forming a number of independent brands with certain popularity and influence, and a number of multinational companies with core technologies and strong international competitiveness have emerged. Some multinational companies have entered the top 500 in the world and have the main foundation for implementing "brand strategy"; China's per capita GDP has exceeded US$ 65,438+0,200, people's living standards have been continuously improved, brand awareness has begun to take root in people's hearts, and consumers' demand for brands has continued to increase. The implementation of "brand strategy" has a solid market foundation. According to relevant data, in 2004, the sales growth of brand goods in China was about 15 percentage points higher than that of the retail sales of consumer goods in the whole society, showing the strong vitality and competitiveness of brands. For a long time, the central government has attached great importance to the implementation of "brand strategy" and made a series of important expositions: Deng Xiaoping pointed out in 1992: "You should have your own fist products and create China's own famous brands, or you will be bullied"; In 2002, the issue of brand was written into the document of the Party Congress for the first time. The report of the 16th National Congress of the Communist Party of China clearly stated: In the process of comprehensively improving the level of opening up, it is necessary to "form a group of powerful multinational enterprises and well-known brands"; Recently, the Central Committee of the Communist Party of China further pointed out that "independent brand-name products and intellectual property rights are the key to enhance the competitiveness of enterprises" and "actively support and vigorously promote the national brand-name strategy, and strive to form a number of world-famous brands in the market competition". Implementing "brand strategy" is of great significance. First, to promote sustainable economic development, the transformation of China's economic growth mode is far from successful, and it basically belongs to extensive growth. In the international industrial division, China enterprises mainly participate in the international division of processing and manufacturing, and most enterprises adopt processing trade and OEM production methods, which are at the lowest end of the global industrial chain. According to estimates, under this international division of labor, China enterprises only get an average profit of 5% in the manufacturing process, and the remaining 95% is obtained by foreign enterprises with brands, designs and marketing. According to statistics, in the composition of GDP, 60% of GDP in the United States comes from the value created by brand industries, while less than 20% of GDP in China is the value created by brand industries. In the process of China's economic development, increasing the added value by relying on brands is still at a low level, and economic growth is mainly guaranteed by high investment. The output efficiency per ton of standard coal in China is only equivalent to 10.3% in Japan, 16.8% in EU and 28.6% in USA. Because the energy consumption per unit product and resource consumption are much higher than the world average, high growth will inevitably lead to the overall tension of coal, electricity and oil transportation. Therefore, in order to promote the transformation of economic growth mode and realize the unity of speed, structure, quality and benefit, we must implement the "brand strategy" and vigorously cultivate and develop independent brands. Second, promoting the development of high-tech industries, promoting the optimization and upgrading of industrial structure, and gradually forming a new economic pattern with high-tech industries as the guide, basic industries and manufacturing industries as the support, and comprehensive development of service industries is an inevitable requirement of economic and social development. In this process, we should not only pay attention to the expansion of economic scale and the improvement of efficiency, but also pay attention to the research and development of high technology and the establishment of independent brands. Without high-tech and independent brands, even if an industrial system is established, the foundation will be difficult to stabilize. Only by vigorously developing high technology can we provide a powerful and sustainable source of power for economic development; Only by vigorously cultivating and developing independent brands can China enterprises have lasting international competitiveness and take the initiative in the fierce international competition. To promote the optimization and upgrading of economic structure and accelerate the development of high-tech industries, we need to cultivate many new economic growth points. From the international experience, brand economy is an important new growth point. Therefore, we must devote ourselves to creating brand products, building brand enterprises, cultivating brand industries and developing brand economy. Through the implementation of "brand strategy", we will promote the optimization and upgrading of industrial structure and promote the continuous development and growth of high-tech industries. Thirdly, if we look at China's foreign trade with time as the horizontal axis, we will find that the scale of China's foreign trade has shown a rapid upward curve in recent years, while the terms of foreign trade have shown a continuous downward curve, which is in sharp contrast. For example, during the period from 199 1 to 2002, the export scale of six small commodities in China increased by 5 1%, but the comprehensive average price decreased by 2 1.7%, which means that Chinese export enterprises exchanged less foreign exchange for more resources and lost a lot of profits. Although there are many reasons for this situation, one of the important reasons is the lack of well-known export brands in China and the low added value of exports. According to statistics, at present, less than 20% of all kinds of import and export enterprises in China own independent trademarks, and the proportion of independent brand exports to total exports is less than 10%. Among the top 500 export enterprises in China in 2003, 34 well-known enterprises accounted for only 6% of the export volume, and few well-known brands had international influence. The lack of independent brands has become one of the weaknesses in the development of China's manufacturing industry. Due to the lack of independent brands, China's manufacturing capacity is strong, but its profitability is weak. This situation is extremely disproportionate to China's status as a big trading country, a big exporting country and a big manufacturing country. At present, the degree of China's opening to the outside world and its dependence on foreign trade have been further improved, and the international trade friction has a tendency to intensify. It is unsustainable to continue to rely on the growth of export volume. A country with a weak brand cannot become a trading power, let alone an economic power. We must vigorously cultivate export brands, increase the added value of export products, enhance export competitiveness, and realize the transformation from a trading power to a trading power. Fourthly, through brand cultivation and development, it is an inevitable choice for China's economic development at this stage to enhance the country's comprehensive strength, implement "brand strategy" and promote enterprises to allocate global resources at a higher level. Therefore, we should adopt "brand strategy", constantly enhance brand value and take the road of connotative development. Brand strategy should be organically combined with other countries' economic strategies, such as "going out" strategy, "developing the western region" strategy and "rejuvenating the country through science and education" strategy, so as to enhance the comprehensive strength of the country. The lack of independent brands has affected the healthy development of China's economy to some extent. If foreign brands and foreign brands occupy a large market share in China, it may affect the development and safety of some industries in China. In order to promote the sustained and stable development of national economy and safeguard national economic security, we should actively develop independent intellectual property rights, cultivate independent brands, and cultivate national enterprises and multinational companies with international influence. Although the foundation for implementing the "brand strategy" is already available, it still faces many difficulties and problems. First, China enterprises have few well-known brands in the international market and their influence is weak. At present, the output of China's 150 products ranks first in the world, but few of them can be called world brands. According to the report of Fortune magazine, among the global 100 most influential brands in 2003, only one brand "Haier" in Chinese mainland was selected. Second, the brand value of China enterprises is low, which is far from foreign brands. In 2002, Haier's brand value was 48.900 billion yuan, only 8.5% of that of Coca-Cola. Third, in the international high-end market, domestic brands have almost no core technology and independent intellectual property rights, which leads to the weak international competitiveness of domestic brands, which is the fatal weakness of China enterprises to "go global". In order to improve the international competitiveness of products and enterprises, and then enhance the economic competitiveness of China, it is urgent to implement the "brand strategy". The guiding ideology and objectives of implementing "brand strategy" The important premise of implementing "brand strategy" is to clearly put forward the guiding ideology, basic principles and overall objectives, study and formulate medium and long-term plans, and put forward specific policies and measures on this basis. As far as the guiding ideology and basic principles are concerned, we can consider them from the following angles: first, we should understand the extreme importance of brand from the perspective of grasping the overall situation at home and abroad and facing the future, and regard "brand strategy" as one of the orientations of the new strategy after the four major foreign trade strategies of the Ministry of Commerce, and rise it to the national economic strategy in time to make it the national will; The second is as a national economic strategy. Brand strategy should cover all fields of agriculture, industry and service industry, and its level is higher than the traditional four foreign trade strategies; Third, the implementation of "brand strategy" will be included in the specific work schedule of the relevant economic management departments, making it an important starting point for changing the mode of economic growth, adjusting the economic structure and improving the quality of economic growth; Fourth, through the implementation of "brand strategy", we will improve China's independent innovation ability, promote all kinds of enterprises to develop core technologies, cultivate independent brands, and improve the international competitiveness of our products and enterprises; Fifth, the implementation of "brand strategy" needs to play the guiding role of the government, establish the dominant position of enterprises, and create an external environment conducive to the development of independent brands. The goal of "brand strategy" can include the following aspects: short-term goal (1~3 years): to study and formulate the development plan of "brand strategy" and make clear the development direction, development focus, implementation steps and stage goals; Put forward the brand development direction of agriculture, manufacturing, high-tech industry and service industry respectively; Study and formulate policies and measures to promote brand cultivation and development, and initially form a promotion system; Actively develop the export of brand-name products, and strive to make the export of brand-name goods account for about 15% of the total export; Medium-term goal (3~ 10 year): to form a relatively complete brand promotion, protection, promotion and policy system; Form a good environment conducive to independent innovation and brand cultivation, and brand awareness is more deeply rooted in the hearts of the people; In the advantageous fields of home appliances, electronics, clothing, light industry and high technology, a number of internationally renowned brands and enterprises have been formed. The export of branded goods accounts for about 30% of the total export; Long-term goal (10~20 years): a number of world-renowned multinational companies with independent brands, independent intellectual property rights and core technologies will emerge, the economic growth mode will basically embark on the intensive track, the economic restructuring will make great achievements, the international competitiveness and comprehensive national strength will be significantly improved, and the export of branded goods will account for about 70% of the total export. The policy choice, brand cultivation and development of implementing "brand strategy" cannot achieve the best effect only by the strength of enterprises and markets, and it will take a long time. The government should formulate and implement a series of policies and measures to create an institutional and policy environment conducive to brand cultivation. First, promoting technological innovation, increasing investment in independent innovation and brand cultivation, and increasing government investment are the most direct incentives for independent innovation and brand cultivation. Developed countries have many mature practices and experiences in this regard. For example, before1970s, the U.S federal government R&: D investment once accounted for 65% of R&'s total investment. 1970s, under the guidance of government investment, enterprises r&; D more and more investment, and gradually become the main body of investment. In 2000, the proportion of R & ampd investment of American enterprises reached 67.7%, while the proportion of federal government investment dropped to 26.9%. The federal government of the United States also began to pay attention to the enterprise R & amp；; from 1993; Permanent tax relief for investment. According to the statistics of OECD 2000, the investment of governments in R&D in the United States was $265.3 billion, that of Japan was $654.38+042 billion, that of Germany was $46.3 billion, that of France was $27.8 billion, and that of Britain was $26.6 billion. R&D and: D investment accounts for 2 ~ 3% of GDP. In 2002, our government's R&D investment was estimated to be $654.38+0.2 billion, accounting for only about 654.38+0% of GNP. Therefore, China can learn from the practices and experiences of developed countries, support enterprises to form independent intellectual property rights, support R&D institutions to expand the depth and breadth of R&D, support the formulation of relevant national and industry standards, and promote enterprises to form core technologies and independent brands through the establishment of special funds and tax relief. The second is to promote institutional innovation and form an institutional environment conducive to the development of independent brands. Good policies and systems are catalysts for independent brands and areas where the government can make great achievements. Drawing lessons from the practices of relevant countries, policies and systems to promote the cultivation of independent brands can include the following aspects: First, brand cultivation policies. The relevant functional departments of the government coordinate and implement policies and measures to support innovation, increase investment and encourage enterprises to create brands, so as to create a competitive environment conducive to brand cultivation, create a fair market environment for the development of famous brand enterprises, promote enterprises to shape their brand image, develop independent brands and improve market competitiveness. The second is the brand protection policy. Formulate and improve the legal system of brand protection, and constantly increase the investigation and crackdown on intellectual property rights such as brand infringement; Actively use international brand protection laws to protect the legitimate rights and interests of local brands in the international market; Rectify and standardize the market economic order, focusing on maintaining the order of brand goods management; Encourage the production of brand-name products, establish a strict and unified quality supervision and management system, and strictly implement it. The third is the brand promotion policy. The government actively promotes brand products through exhibitions, seminars, international exchanges and other forms to expand the international influence and competitiveness of brands; Strengthen the guidance of public opinion, so that the whole society can fully understand the significance of independent brands and independent innovation, vigorously cultivate innovative culture, so that all creative aspirations conducive to social progress are respected, creative activities are encouraged, and a good social atmosphere for brand development is formed. Third, highlight the cultivation and export of high-tech technology brands, and strive to seize the commanding heights of international market competition. High-tech has great market value, which is related to the quality of national economic growth and economic security and the future competitiveness of a country's economy, so it has become an important field of fierce competition among countries. Whoever gains a competitive advantage in the high-tech field will gain an opportunity in comprehensive national strength and international competitiveness. After more than 20 years of development, China has occupied a place in the high-tech field, and has a number of high-tech enterprises and products with certain international competitiveness. The next step should be to implement "brand strategy" in high-tech industries, support a number of high-tech enterprises, develop a number of high-tech technology brands, and improve the export competitiveness of China's high-tech technology brands products. At the same time, under the strategic framework of "developing trade through science and technology", we will continue to increase the cultivation and support of high-tech technology brands. One of South Korea's successful experiences is the development of a large number of high-tech enterprises and brands, thus forming a strong international competitiveness in automobile, semiconductor, synthetic fiber, petrochemical, shipbuilding, steel, household appliances and other industries. China should learn from Korean experience, and strive to seize the commanding heights of international market competition by increasing support for high-tech enterprises and brands. Fourth, guide and cultivate a group of influential brand intermediaries as soon as possible, strengthen the support and management of relevant intermediaries that carry out brand evaluation and promotion, implement qualification accreditation for intermediaries that participate in brand evaluation, continuously improve their evaluation technical level and transparency of market operation, improve their authority and credibility, and form a group of intermediary evaluation institutions with high standards and strong market competition influence. Fifth, strengthen the research on the basic theory and international experience of "brand strategy". At present, the research on "brand strategy" in China is not enough, researchers are relatively lacking, research fields are not wide, and high-level research results are lacking, especially the international comparison and reference research on "brand strategy". In order to implement the "brand strategy", it is necessary to study the "brand strategy" in depth and systematically summarize and learn from the experience and lessons of brand cultivation at home and abroad. Only in this way can we implement high-quality and efficient "brand strategy" policies and measures, promote the continuous development and growth of independent brands, and make China gradually enter the era of independent brand creation. China clothing franchisee network