An Analysis on the Strategy of Developing China's Self-Owned Brands

作者：Yu Xiaoshui; Wang Zhen

来源：2nd International Conference on Risk Management and Engineering Management, 2008-11-04 to 2008-11-06.

• brand consciousness
• Self-owned brand
• Brand loyalty
• Brand association

Generally speaking, self-owned brand incarnates the ability of national innovation. It is the essence of national culture and the hope a country's economy. Nowadays, the establishment of self-owned brand in China comes across a lot of problems, such as the small quantity of famous brands, the weak consciousness of brand, the lack of brand-protection consciousness, the short life cycle of brand, the less added value, and the poor competence. In order to cultivate China's self-owned brands, we should improve the brand loyalty, create brand association, execute brand innovation, enhance brand protection, and stress on the effect of government.

• 出版日期2008
• 单位山东财经大学