Building the competitiveness of brand based on value engineering

How to build the competitiveness of brands has become a problem that many enterprises and scholars think deeply. This paper attempts to discuss the problem from a new angle --- value engineering. Firstly, The paper analyses the basic principle of the value engineering and the meaning for building the competitiveness of brand based on value engineering. Then, it puts forward two methods for using the principle of value engineering to build the competitiveness of brand. Finally, the paper points out that whatever method enterprises take, the final purpose is to promote the competitive power of brand and realize "two-win" of enterprises and customers.