Research on Evaluation Index System of Enterprise Brand Competitiveness: Taking Liquor Industry as an Example

Yan Fan and Lizhong Tong ()
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Yan Fan: Business School, Sichuan University
Lizhong Tong: Business School, Sichuan University

Chapter Chapter 14 in Recent Developments in Data Science and Business Analytics, 2018, pp 131-138 from Springer

Abstract: Abstract With the increasingly fierce market competition, the competition among enterprises has risen to brand competition. The brand competitiveness is essentially a different advantage beyond the competitors, which enable the enterprises to gain a sustainable competitiveness advantage and a stable development. So, in this paper, building a scientific and reasonable evaluation index system of brand competitiveness for enterprises, taking the liquor industry as an example, which helps to make a scientific and accurate evaluation for the enterprise brand competitiveness and provide a decision-making basis for building brand and enhancing the brand competitiveness for the enterprise.

Keywords: Enterprise brand; Brand competitiveness; Evaluation index system (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-72745-5_14

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DOI: 10.1007/978-3-319-72745-5_14

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