The Problems and Countermeasures in the Development of the Well-Known Brand Enterprises in China

On the basis of briefly presenting the brand and the meaning of brand value, this paper analyzes the problems that exist in the well-known enterprise´s brand management in China, which are operators´s lagging brand awareness, shortsighted customer awareness and lacking of the awareness of brand protection etc. There are detailed discussions on the countermeasures of enhancing brand value, increasing the intensity of brand protection and ensuring security countermeasures.