Abstract:As people’s demand of consumption increasingly diversified and personalized, to a great extent, market competition has become the competition between brands. Brand strategies often directly affect the growth, development or even survival of enterprises. So, brand image is the life and the core value of an enterprise. To expand export business, Chinese foreign trade enterprises need to take action now: carrying out brand strategies, developing private famous-brand products, enhancing the vitality of enterprises constantly, and increasing economic benefits. More than just branding, brand strategy is the highest strategic approach to be absolutely consistent to get noticed and retain mindshare in business, marketing and sales. Marketing, PR and advertising are parts of the tactics used in brand strategy that focuses on core values, position and innovation.
Key Words：foreign trade enterprises; brand strategy; problems; solutions