公司品牌打造让你的公司快速成长为商业世界的领导者(二)（Brand building your company is fast becoming the leader of the business world (two)）.doc

公司品牌打造让你的公司快速成长为商业世界的领导者(二)（Brand building your company is fast becoming the leader of the business world (two)） The difference between the company brand and the product brand, the fundamental difference between the company brand and the product brand lies in the strategic position and strategic function of the two enterprises in the operation. The companys brand strategy decision and guiding the company business strategy, business strategy implementation and construction of internal and external landing platform, strong corporate brand for the company to the development of the industry and talent selection, aggregation, investment and financing activities of the implementation to create a favorable external environment, thereby supporting the implementation of the strategic goal of enterprise. On the other hand, the company brand needs to realize the strategic function of parenting advantage bearing, is the mother brand, product brand is the son , with the development and construction of brand and product brand, power, will transfer the resources of the company, the company brand equity to each product brand, development of products for endorsement brand. The product brand under the enterprise business strategy, is an important carrier of the implementation of business strategy, but also the realization of the carrier, consumers and enterprises join course, also carrying the delivery to the company brand equity brand responsibility, nurturing the mother brand, the formation of mother and son brand between the benign interaction, and ultimately the company the accumulation of intangible assets, promote the sustained and rapid development of the company. The difference of corporate brand and product brand embodied in the brand building, to different scope, different objects, different orientation of different company brand is the enterprise values and personality to stakeholders, show business concept and development direction, so as to establish the enterprises good