Study on enterprise´s brand innovation under background of economic globalization

One of the important economic characteristics of the 21^st century is the economic globalization. In the context of economic globalization, the brand Innovation of Chinese Enterprise is not only the necessary requirement for self-development of the brand, but also the best way to improve brand competitiveness through innovation. From both internal and external points of view, under the background of economic globalization, the motivations of brand innovation include technological progress, the brand of aging, changes in consumer demand and increased competition. The enterprise´s brand innovation can be implemented according to the model of customer-based brand equity, which refers to the customer´s differentiated response on brand marketing activities resulted by customer´s brand knowledge existing in customer´s minds. In accordance with the pyramid model of customer-based brand equity, the enterprise´s brand innovation can be developed from the aspects of brand positioning, brand design, brand promotion and brand extension.