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Academic Journal of Business & Management, 2023, 5(18); doi: 10.25236/AJBM.2023.051817.

Evaluation on the Application of Brand Value in Enterprise Strategic Decision


Xiaojian Lu

Corresponding Author:
Xiaojian Lu

Business School, Dongguan City University, Dongguan, Guangdong, 523000, China


With the arrival of modern business civilization, the concept of brand has gradually penetrated into people’s hearts and become one of the important symbols for evaluating goods. In recent years, with the advent of economic globalization and the information age, China has also become an important market. China’s economy is thriving and constantly advancing in the face of opportunities and challenges. To survive, Chinese enterprises must adapt to the fierce competition in national markets. In enterprise assets, brand, as an intangible asset, plays a very important role, representing not only the overall competitiveness of the enterprise, but also the competitiveness of the entire country. In the current market environment, a brand is a collection of product attributes. It can not only enhance the value of a product or service, make the total price of the product or service exceed the functional value of the product or service, promote sales and pricing, but also guide the strategic goals of the enterprise and determine the direction of its activities. In addition, it is also an important resource that can capture the minds, emotions, and loyalty of customers, and is a key factor in improving company performance. This paper discusses the application of brand value in enterprise strategic decision-making, and verifies that brand value can bring huge benefits through experiments (the brand value of China Commodity City is 11.9 billion yuan).


Enterprise Strategic Decision, Brand Value, Market Positioning, Target Market

Cite This Paper

Xiaojian Lu. Evaluation on the Application of Brand Value in Enterprise Strategic Decision. Academic Journal of Business & Management (2023) Vol. 5, Issue 18: 107-114. https://doi.org/10.25236/AJBM.2023.051817.


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