Comparative study on brand marketing strategies of different types of enterprises

BM (brand marketing) is the process of designing, spreading, selling and managing the brand created by an enterprise, so as to maximize the value of consumers and realize the goals of the enterprise. Brand also practices its own value by virtue of BM process. The greatest use of a brand is to identify products and services, and distinguish them from competitors' products and services through more distinctive features. SME(Small and Medium Enterprises) and listed companies have different BM strategies, so they are different in BM awareness, brand planning, brand positioning and BM promotion. Based on the comparison of BM strategies between SMEs and listed companies, this paper will discuss the BM strategies of SMEs and listed companies in China, so as to provide reference for their healthy development and growth as famous brands.