品牌价值视角下品牌竞争力提升研究

Research on Brand Competitiveness Enhancement from the Perspective of Brand Value

在产品或服务日趋同质化,消费者需求越来越多元化的背景下,品牌日益成为企业提升竞争力的主要源泉,而品牌价值的塑造也越来越受到人们的关注。本文分析了品牌价值和品牌竞争力之间的关系,从品牌价值视角出发,为企业品牌竞争力的提升实践提供一些借鉴。

In the context of increasingly homogeneous products or services and increasingly diversified consumer needs,brands have increasingly become the main source of corporate competitiveness,and the building of brand values has received more and more attention.This article analyzes the relationship between brand value and brand competitiveness,and from the perspective of brand value,it provides a reference for the improvement of corporate brand competitiveness.