Journal of Marketing Science ›› 2023, Vol. 3 ›› Issue (1): 18-40.

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Research on the Strategy Frameworks of Enhancing Chinese Brand’s Leadership

Wang Haizhong   

  1. Wang Haizhong,School of Management, Sun Yat-sen University
  • Online:2023-01-16 Published:2023-08-21

Abstract: The present paper proposes that brand ( corporate or product) can additionally perform the spiritual and cultural function, in addition to its traditional material function.  So, the works involved with brand-building are defined as building not only a material but also a spiritual civilization of the country.  Therefore, brand research related knowledge should be applied at both the macro-level of public governance policies and the micro-level of enterprise management.  Motivated by the goal of building China a strong modem economy in the new era, this paper proposes three brand-related strategies to help Chinese brands to obtain leadership in the world.  The proposed three brand-related strategies include enhancing the brand's function of spiritual and cultural stimulation, applying the brand's leveraging function to economy's quality development, and valuing brand's avatar marketing.  The author discusses the general conclusions, theoretical contributions, and implications at the macro level of public policy and micro level of enterprise management.

Key words: brand leadership, brand cultural asset, brand-oriented quality development strategy, brand's avatar marketing strategy