Author(s)

Hao Zhang

Corresponding Author

Hao Zhang

ABSTRACT

With the highly internationalization of economic activities, patent technology can provide innovation inspiration and determine the direction of R&D, which plays a crucial role in brand strategy. Brand marketing strategy is actually the process of spreading all the information contained in the brand. With the arrival of economic globalization, the market has entered the era of consumers' "brand recognition and purchase". Therefore, enterprises should pay more attention to the benefits brought by the brand, and developing brand strategic marketing is the only way out for enterprise development.With the continuous improvement of internationalization, enterprises will undoubtedly improve their competitiveness. The patent analysis results of the industry can make the enterprises themselves clear about their strengths and weaknesses, and help them formulate targeted technology strategies. The success of enterprises needs innovation and patents, and the development of enterprises needs sustainability. In the dynamic and chaotic global competitive environment, if enterprises want to compete successfully and achieve sustainable development, they not only need to create new products and services and adopt advanced technologies, but also must conform to the global economic and social development trend. The so-called know yourself and know yourself can win every battle, and the results of patent analysis have more commercial reference value for competitive enterprises.

KEYWORDS

Dynamic measurement, Enterprise patent, Brand strategy