【正文】 ive to enterprise segments of the market. Enterprises in various segments of the market introduction of different brands and consumers in order to meet personality differences, and better meet the consumers, and each brand has to meet specific demands.(4)Contribute to the development of new products, new savings product for the market cost. A new product into the market, the risks are considerable, but input costs are also quite large, However, enterprises can successfully extend brands, has been successfully using the brand name or fame, expanding the product portfolio or extend the product line, applying existing wellknown brands, must use its visibility and reputation. Launch new products. (5)Help enterprises to maintain petitive advantage. New products easily copied by petitors, but the brand is a unique enterprise assets, Brand enterprises to maintain a petitive advantage powerful tool. Brand loyalty is a copycat petitor could not be achieved and brand loyalty for other enterprises to build barriers, Brand loyalty is to resist peer petitor of the most powerful offensive weapons. 2. Brand meanings Currently, the theoretical definition of the brand for a variety of factors, mainly in the following categories: The first definition: brand in the Oxford Dictionary was interpreted as used to prove ownership, as the quality of signs or other purposes. That is used to prove the quality and distinction。 Brand refers to the organization and its products or services of tangible and intangible integrated performance its purpose is to identify the products or services organizations, making it a petitor with a product or service to distinguish.The second definition : modern marketing are : Father of American expert Dr. Philip Kotler is a brand name, terminology, Marker, a symbol or logo, or their interaction portfolio, Recognition for enterprises to a certain group or a consumer product or service, it up with the opponent39。s peting products or services are different.The third is the most widely used definition: American Marketing Association (AMA) brand is intended to identify one (or a group) the seller of goods or services in the name of said, terminology, mark, symbol or design, or a bination. Include its brand name and logo. Brand name refers to the brand can be used by the language, brand is the brand could be identified but it can not be used to call the language part. (1)Understanding of the brand is the essence of brand building, brand has produced more than a thousand years, its meaning has been and will continue to undergo considerable changes in content brand integrity should reflect the following changes.(2)Material to the spiritual level imprinting Brand recognition from the specific function of the abstract symbolic significance of this process is material to the spiritual level branding process This brand With the changing times, from the brand of the object, put into imprinted in the minds buy This process we call to mind from the objects of evolution. Brand recognition is a marker, but also a symbol of pride, is to create or operator branded products or articles on the mark However, the value of the brand in more then imprinted in the minds of consumers on. Only consumers realize and remember that it can guide and shopping guide. The brand has genuinely bee an economic sense brands. Therefore, in this sense, the brand is branding is a strong brand in the minds of consumers stamped with the brand brands. (3)From the operator transferred to the consumers Brand based on the order must reflect heterogeneity, only reflect the heterogeneity can brand strategy key to successful development. Brand enterprise creation, should find its own edge acts, or made the decision to demonstrate their hope what personality characteristics, including the concept of bining consumer sentiment and the demand characteristics of the brand positioning for the right to create a distinct brand personality. Brand personality is an enterprise of intangible assets, if successful creation and maintenance, for the product and pany bring lasting charm. Product quality is the life of a brand name, the material is based on a corporate image that the brandbuilding must tighten quality.Suggests:With the high quality of life for the continued pursuit of product quality will be increasingly consumer brands to consumers to purchase. Enterprises in brand building should establish a quality plan, the first 100 years, the concept of a prehensive understanding of the quality of the connotation and extension, bining industry characteristics, according to the international rules established quality assurance system to international standards, national standard or advanced enterprise standards as the basis for quality standards, Consumers God, the vision to develop the quality of consumer plaints and the treatment system, outstanding quality of products and services to establish local market brand image. Firstly, celebrate the development of new products in order to continuously inject new brand of vitality. The increasingly fierce market petition, new products and new technologies continue to emerge today, consumer demand is also constantly change, brand core interests as a specific manifestation of the products must be innovative. Only in the development of new products on the leading petitors, displayed their vigor and brand can continue to grow. New product development and innovation must always reflect the brand39。s core interests, highlight brand personality。 To the extent possible, reflect the latest scientific and technological achievements to enable consumers to feel the pulse of technological progress。 To work closely with the changing needs of consumers in unison so that the consumer demand can be further satisfied. What’s more, promote the effective dissemination of brand to the core values through effective munication to be reflected. And consumers agree. As enterprises brand mun