With the coming of New Economic Era, market environment has been greatly changed. brand has become an important tool for enterprises to occupy the market. In the day of economy globalization, Zhejiang provience small and medium-sized enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition.But problems raised by brand management are existed of our small and medium-sized enterprise, such as wrong sales promotion, absence of the new concept, or small scale.This paper analyzes the importance of using brand strategy on foundation of introducing the basic conception of brand strategy, putting forward some advice aimed at the problems existed in the current situation. say in detail, in addition to the preface this paper can be divided into the following four parts:
The first part:Analysis of the related conception of Small and medium-sized enterprise brand. Such as the definition of the Small and medium-sized enterprise, brand and it’s contents, the definition and purposes of the brand strategic.
The second part: The necessity for small and medium-sized enterprise to carry out of the brand strategy. The small and medium-sized enterprise wants to participate the local market competition must carry out the brand strategy, which can strengthen the competition ability, getting a competing position.The third part: The current problems of the Small and medium-sized enterprise in carrying out the brand strategy. Point out that the wrong brand fixed position, strengthening sale quantity and lighting quantity, taking advertisement as the only weapon, lacking the core value and integration programming are the current problems existed in the Small and medium-sized enterprise in carrying out the brand strategy.
The Fourth part: The advice on carrying out brand strategy for the small and medium-sized enterprise. Put forward some advice from the position fixing of brand, the choosing of brand strategy, the quantity management of brand, brand culture, the establishment of brand character, the brand public relations and extension.
Keywords: Small and medium-sized enterprise;Brand;Brand strategy.