• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2024 > Volume 12 Number 2 (2024) >
JOEBM 2024 Vol.12(2): 219-224
DOI: 10.18178/joebm.2024.12.2.800

Brand Creation Timing, Differentiation Tools, and Brand Equity—Paradigm Analysis of the Nature of Brand Function from The Perspective of Enterprise Development

Zhou Yun, Jiang Ruixue*, Han Qing, Fang Yuying, and Zhao Ruifang
North China University of Technology, Beijing, China
Email: 15560386681@163.com (J.R.X.)
*Corresponding author

Manuscript received October 21, 2023; revised November 17, 2023; accepted December 29, 2023; published June 19, 2024.

Abstract—Brand is a marketing tool, a management tool and an intangible asset, even some people think that the brand is dispensable, and some people think that it is the whole of the enterprise, it is too lack of comprehensive understanding of the brand. But as long as sum up why the brand recognition is unclear, the lack of a unified paradigm may be considered the main reason. The exploration of brand is still in the ascendant. However, because brands are in different industries, the market is different; different stages of development results in the environment is greatly different; different types have different effects etc, the above reasons cause the brand appearance of the complex. And it seems difficult to give a unified paradigm that covers all the influencing factors to distinguish and explain the variety of brands. Based on the perspective of enterprise development, this paper summarizes the role of brand in the paradigm, explores the role nature of brand in different stages of enterprises, and explains the conditions for brand to become a marketing tool, management tool and brand equity, as well as confirm the opportunity of brand creation.

Keywords—brand, paradigm, tool, assets

Cite: Zhou Yun, Jiang Ruixue, Han Qing, Fang Yuying, and Zhao Ruifang, "Brand Creation Timing, Differentiation Tools, and Brand Equity—Paradigm Analysis of the Nature of Brand Function from The Perspective of Enterprise Development," Journal of Economics, Business and Management, vol. 12, no. 2, pp. 219-224, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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