Title: Brand strength is the key to successful marketing; it affects positioning and drives competitive advantage.

Student Number: 21013854 Name: WenYi ZHOU

INTRODUCTION
Brand cannot be defined as just one word or one particular. Brand is to be a trust, passion, belonging, action, security, good quality, a stamp for ownership, and a guarantee of a good source. Brand is a loge, a name, a slogan, a sign, a symbol, a color combination, but a brand is also a rumor, a feeling, a story, an experience, a relationship, a promise, an association, an image, a guarantee, a myth, behavior, a perception, and an ideology. A brand is all these things. Brand is everything. This article will introduce what is the brand first, and then introduce the content of brand strength. Next, this article will use example to explain how can brand strength become a key to successful marketing and how can brand strength affect positioning and drive competitive advantage. However, there still many problems in marketing especially in product advertising and unfair competition. To this end, if each enterprise believes that brand is not just for a product, an AD, a market and recognizes that brand is not only a symbol; it is a way. Moreover, if each firm creates a brand with personality, it would make the brand strength maximize.

Brand cannot be defined as just one word or one particular. Brand is to be a trust, passion, belonging, action, security, good quality, a stamp for ownership, and a guarantee of a good source. Brand is a loge, a name, a slogan, a sign, a symbol, a color combination, but a brand is also a rumor, a feeling, a story, an experience, a relationship, a promise, an association, an image, a guarantee, a myth, behavior, a perception, and an ideology. A brand is all these things. Brand is everything. Moreover, many things can be branded: products, services, people, religions, and places. “When people use your class as a verb, that is remarkable” Meg Whitman. Brands guarantee quality, evoke desire; help us go Brands have belonged to farmers, manufacturers, advertisers, and organizations. Likewise, a strong brand is surviving from a competitive conditions; create a greater longevity; improve the product’s ability, expanding sales in both small and free markets; support the power of hiring and retaining skill workers; boost the profits in maximize; protect the label from the biggest competition.
For example, in Coca-Cola, all staff has assured "If Coca-Cola workshop is a fire burned, searching influential media headlines in the world in the next period must be mass struggle to deal Coca-Cola loan". This word is the most popular word in Coca-Cola. Moreover, this is a label which nine consecutive years ranked the overall leading brand. This is the reason why Coca-Cola's evaluates as high as $70 billion.

Brand strength includes undertaking, experience, and architecture. Brand strength is quite relevant with the firm beliefs and the buyer’s perspective. Brand strength based on estimating the future production and future earnings gains in this brand.
There are seven factors in brand strength:
1. Market properties: mature and strong brand has strong brand strength. For example, in food, detergents and other areas, perfume and the department of clothing will get bigger brand strength.
2．Stability: the brand, those earlier enter the market has more powerful brand strength than later. It is because the earlier brand has more loyal consumers than recently one. For example, Rolls Royce has bigger brand strength than the Lexus.
3.The status of brand in the industry: the leading brand has much more influence in the market. For example, Coca-Cola in the international markets has bigger brand strength than Pepsi.
4．Brand trend: the brand, which has the more understanding of times, and well understand the consumer demand, will have more value.
5．Brand support: get continuous