Abstract
Modern society, branding is a very important socio-economic phenomenon. Consumers rely on brand names to identify, select products and services, and even rely on their own brand performance grade, values and emotional orientation. Manufacturers or service providers through brand names to convey the quality of products, feelings and values and many other content, to win the loyalty of customers and their long-term development. Moreover, the growing number of non-profit agencies have taken a branding approach and actively shaping its own brand image, to the use of the powerful appeal of achieving its objectives. In recent years, the rapid development of the Pearl River Delta(PRD), the socialist market has become an important economic component, However, these enterprises short life expectancy, quality of the field. The causes of this state of the market is mainly due to economic underdevelopment, inadequate attention to the brand, corporate brand strategy is not perfect and unreasonable to maintain brand ineffective implementation useless. Enterprises in the Pearl River Delta as a brand-building strategy should be unified guidance and norms, the overall construction of a comprehensive framework, a sound brand strategy, Brand guarantee the quality, for the development of enterprises and improving the economic efficiency of enterprises have a very important significance.
This paper is intended to present the PRD enterprises in the region of brand strategy, especially for enterprise brands such as a common problem for a certain exploration and research.
First, outlined the concept of branding and the role that corporate brand strategy implemented the significance and importance.
Secondly, the Pearl River Delta Enterprise Brand analysis of the status and management of the problems cited Guangzhou Honda, Guangzhou Baiyun Mountain Enterprises Group and Guangdong Glanz examples of success, but also cited Guangdong Apollo Group, Group and the giant enterprises such as a failure. Note brand of business survival and the importance of development.
Again, summed up the success of brand strategy and the reasons for failure.
Finally, in accordance with personal views, a brand strategy enterprises solve the various measures
Keywords : PRD region, product brands, brand strategy
