With the development of commodity economy, the marketing environment has changed greatly. Market competition shows an open trend, and the competition between domestic and foreign enterprises has changed from the original competition between products to the competition between brands. Riley Wright, an American advertising research expert, famously said: "Future marketing is a brand war-brand competition is short-term and long-term. Enterprises and investors will realize that the brand is the most valuable asset of the company. Owning a market is much more important than owning a factory. The only way to have a market is to have a brand with a market advantage. " Excellent and well-known enterprises have successfully occupied the market in the fierce competition by virtue of their brand advantages, which makes other enterprises facing the crisis of brand hollowing feel powerless when competing with them. As an ordinary enterprise, it is necessary to overcome the hollowing-out crisis, implement effective brand building strategies and build its own brand advantages, so as to maintain and strengthen its original market position in the fierce competition.

First, corporate brand and brand strategy

1, the meaning and function of brand

(1) is beneficial for products to participate in market competition.

(2) It is conducive to improving product quality and corporate image.

(3) It is conducive to protecting the interests of consumers.

4. Corporate brand strategy and its significance.