2 The thesis of the purpose and significance ofThe brand is not only a significant marker， production and management in order to identify their products from those of competitors used and is a valuable intangible asset of the Corporate brand to compete in the market， improve product quality and corporate image， to protect the interests of Encourage enterprises to establish brand awareness， promote the brand strategy， and is conducive to the implementation of large-scale， intensive management， and survival in the increasingly fierce market competition， development and Brand producers， operators， in order to identify their products from those of competitors， identify consumer awareness and the use of the The brand can be a name， a term， a mark， a symbol or design， it can be a combination of a number of In other words， the brand is the identity of the different companies， different products， text， graphics or text， graphics， organic Now， the brand is no longer just a marker， but has become a broader， more abstract It is the intangible assets created by a badge or markThe brand is no longer as a name， logo or graphics be considered， but considered as a group of intangible assets is a better more powerful way of The first brand to identify goods， advertising and promotional activities to provide a basis for consumers to purchase goods plays a leading Secondly， the legal protection of trademark rights， it will effectively curb the erosion of unscrupulous competitors on the enterprise ， Goodwill， good brand， new products enter the Fourth， the brand-name merchandise to the customer with more attractive and conducive to increase market The brand is the connotation of quality of goods and the market value of the assessment factor and identification emblems， intangible capital to enterprises to participate in the Enterprises in order to win in the competition is bound to carefully maintain the goodwill of the Product quality can not be taken lightly， afraid to drop their own Brand-name must be to continuously improve product quality and establish a good corporate image of the Experience has shown that the correct brand decision-making， brand design， science， effective brand protection has a very positive role in business 3 content and methods of research papersThe main research content of this article is the importance of implementing the brand strategy， brand strategy situation and existing problems， combined with the Shuanghui Group instance to analyze the success of its brand strategy and brand strategy in the face of the crisis and the changing role of failure to make timely the consequences of the The approach taken and the logical structure is the first specifically related to the concept of theory to analyze problems， and then summed up the appropriate theoretical basis for a specific business Integrate theory with practice summed up the final
