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Research on Brand Strategy to Small and Medium-Sized Enterprises

In: The 19th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Xin-zhu Li

    (Wuhan University)

Abstract

Based on the analysis of brand attributes, from the perspective of value chain theory, this paper presents that brand strategy is a significant strategy for the small and medium-sized enterprises (SMEs) to realize higher additional value of products and gain competitive advantage in market. Formation of scientific brand development strategy planning, clear definition to core brand value, cultivation of self-owned brand, occupation of competitive advantage by correct brand positioning, selection of correct brand appeal, and adoption of innovative brand operational model are the important approaches and means for SMEs to realize brand strategy, extricate from operational predicament, and promote additional value of products.

Suggested Citation

  • Xin-zhu Li, 2013. "Research on Brand Strategy to Small and Medium-Sized Enterprises," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), The 19th International Conference on Industrial Engineering and Engineering Management, edition 127, chapter 0, pages 865-872, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-38391-5_91
    DOI: 10.1007/978-3-642-38391-5_91
    as

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