An Analysis of Brand Competitiveness from Ontology Perspective

In the new economic era,Brand Theory has been developed into the stage of symbolic or ontology.The author makes a complete explanatory analysis of brand ontology and believes that brand ontology is a new cognition understanding of brand,whose specific performance experiences the following conversion: from using value to symbol value,from functional manufacturing to significance manufacturing,from brand signal to brand subject.Considering that brand competitiveness from ontology perspective is a three-factor structure,which is based on material competitive,leads to culture competition,aims at market competitiveness.This structure incarnates clearly the feature of brand ontology.In this system,brand represents primarily culture significance and value.Therefore,culture leads brands’ development direction,becomes brands’ core values,brand culture competitiveness plays an important role in brand competitiveness promotion.