Brand is the life and core value of an enterprise. Brand strategy is a magic weapon for modern enterprises to win competition. China's foreign trade enterprises must implement brand strategy and take the road of brand development if they want to make a difference in the international economic arena and create greater glories. Keywords: foreign trade enterprises; Brand; Strategic brand has become the mainstream of modern market economy, the most valuable intangible assets of enterprises, and also the precious wealth of enterprises. Professional foreign trade companies are different from production enterprises, and they must have obvious industry characteristics when formulating brand strategies. This paper discusses the implementation of brand strategy of foreign trade products in China from three aspects. I. Current situation of China's foreign trade export brands At present, China's foreign trade enterprises are increasingly enthusiastic about brand cultivation and construction, and the export volume and proportion of independent brands have steadily increased, and a number of independent brands with certain influence in the international market have initially emerged. Moreover, at this stage, the country is trying to change the actual situation of unbalanced development of regions and industries in China's export brand building by establishing brand cultivation bases, and concentrate on cultivating brands from point to area. On the basis of strengthening existing policies and measures, coordinate relevant departments, comprehensively improve the overall level of China's export brand building, and fully implement the export brand strategy. However, China's foreign trade export brands have low added value and weak competitiveness. Although many domestic brands have begun to grow up in recent years, there is still a big gap compared with world brands, and it is difficult to occupy a place in the international market. In addition, a large number of our export products are "OEM". Although the gap between many domestic products and the international advanced level in quality, performance and processing technology is very small, the brand disadvantage is getting bigger and bigger. Foreign enterprises use China's cheap labor, so that domestic processing enterprises only get a small amount of added value in production, which leads to the simple quantitative expansion of China's foreign trade, the increase of export volume is much lower than that of export volume, and the export benefit decreases. Second, the problems existing in China's foreign trade export brand building. For a long time, the export growth of China's foreign trade enterprises has relied on low-price competition. Although some trademarks have been registered and some brands have been formed, there are still few well-known brands and brand building is not satisfactory. At present, the main problems are: 1, which only focuses on earning foreign exchange and does not brand. For various reasons, foreign trade enterprises always put foreign exchange earning through export in the first place, and spend insufficient effort on brand building, so that the registered export brands are far from China's trade strength, and there are few famous brands. 2. The brand lacks individuality and innovation is slow. The obvious problem of most domestic brands is that their personalities are not outstanding. Many enterprises position their brands as "selling points", thinking that the more selling points, the more customers they attract. Doing so will reduce the added value of the brand, so that it is difficult to enter the international market, even for a short time. This is probably the real reason why most products are always unknown. In addition, among China's foreign trade export brands, traditional brands are still dominant, and many brands have lived for decades. The development of new brands is slow, and there are not many old brands that can be maintained. Some of them have existed in name only, and there are even fewer new brands with strong vitality, especially the development and marketing of high-tech products. 3. The awareness of independent brand development and independent management and operation is weak. The situation that foreign trade enterprises rely on manufacturers to develop brands to play the market has not fundamentally changed. Moreover, there is still a big gap between China enterprises and the international level in brand management. Enterprises lack a perfect brand governance model, talents who are proficient in brand governance, and even some enterprise leaders do not have comprehensive brand governance knowledge. In addition, due to institutional reasons, there is a lack of democracy and communication within the enterprise, weak external communication with customers and society, and many good measures are difficult to implement, which affects the creation of the brand. 4. Lack of legal awareness In recent years, due to the weak trademark awareness of many domestic enterprises, they don't know how to protect their trademarks, and domestic well-known brands have been squatted by foreign businessmen in the international market frequently. Registered trademark, on the one hand, is the loss of intangible assets of enterprises, on the other hand, it also hinders the pace of enterprises entering the international market. Third, the implementation strategy of China's foreign trade export brand strategy 1, macroscopically, we should give full play to the role of the government in brand building (1) and formulate industrial policies to provide policy support for the growth of famous brands. China's market economy system is still in the process of being established, and its national brands are still immature, which urgently needs government policy support. The government should not only pave the way for the development of famous brands by creating a good market environment, but also support the development of famous brands through scientific and technological policies, tax policies, foreign trade policies and certain "political marketing" means. (2) Build an information platform to enhance brand competitiveness. The government should strengthen service consciousness, implement famous brand strategy for enterprises, especially provide information services for industry development, and reduce enterprise decision-making mistakes. Improve the information structure of the market, reduce the uncertainty of economic activities, correct the government governance of market coordination failure, and weaken the fluctuation frequency of market economy. At the same time, the government provides enterprises with all the information related to their production decisions, so that the production of enterprises is closer to the social needs, the supply is more suitable for the society, and the operation of the whole national economy tends to be efficient and harmonious, which is in line with the economic development direction chosen by the government. (3) Improve laws and regulations to provide legal protection for the growth of famous brands. Competition is the essence of market economy and the driving force of economic prosperity, but the result of market economy operation sometimes limits or denies its own function. At present, China's market rules are not perfect, and the supervision and punishment of violations and infringement of intellectual property rights are weak, which increases the operating costs of enterprises and affects the enthusiasm of enterprises to implement brand strategy. Only by establishing and perfecting various laws and regulations and standardizing various market behaviors can the brand develop smoothly. (4) Give financial policy support. Enterprises need a lot of capital investment to establish their own brands, and it is a long-term investment activity. China enterprises generally have the problem of insufficient funds, so the brand building of enterprises is restricted. As far as the present situation of China is concerned, it is necessary to establish a mechanism to encourage enterprises to create famous brands. Both the government and banks should give financial support to the export of goods with high brand awareness. 2. Microscopically, enterprises are required to make greater efforts (1) to pay attention to the technology and quality of products and strive for innovation. The foundation of famous brand is quality, which is synonymous with high quality, and quality is the first pass to famous brand. Enterprises need to establish a number of production entities with autonomy, control and international certification, focus on developing independent intellectual property rights, establish an independent technological innovation system, and provide a strong guarantee for product quality and technology. Establishing one's own "standard" on the basis of technological invention and creation is the core of building a "brand". Pay attention to innovation on the premise of ensuring quality. (2) Strengthen the understanding of the importance of brand strategy and establish brand positioning. Brand means high-quality products and excellent after-sales service, which makes export products have strong market appeal. At the same time, only a distinctive and distinctive positioning can leave a lasting and profound impression on consumers. Enterprises should first understand the market, understand the demand, guess the demand, use their own resource endowment, tap those products with specific cultural connotations and national characteristics, expand their unique advantages outward, and determine the correct brand positioning in line with the actual situation of enterprises. Secondly, it should be noted that in the long run, the brand not only represents the image of the enterprise, but also represents the image of the consumer, that is, the brand is the external expression of personal value orientation. Therefore, enterprises should focus on specific markets instead of satisfying all consumers. (3) Develop own brand and do a good job in brand promotion and planning. In view of the characteristics of foreign trade enterprises, enterprises should fully understand the market changes, properly grasp the processing scale, combine OEM processing with the creation of independent brands, reasonably determine the proportion of OEM processing and independent brands, not only master the governance and technology of world-famous brands through OEM processing, but also gain popularity in domestic and foreign markets through independent brands, expand the market share of independent brands and improve competitiveness. At the same time, the brand should reflect the personality and characteristics of the goods and accurately convey the cultural connotation and essence of the goods; Clearly convey the brand concept or enterprise concept, packaging should arouse consumers' specific emotions or emotions through visual image, thus generating the added value brought by brand image. Change the relationship with foreign distributors in the past, from a simple buying and selling relationship to a strategic partnership, making distributors an extension of brand management and governance abroad and forming a global unified publicity model; Make full use of "going out" opportunities such as foreign trade fairs and trade fairs to improve product visibility and expand market coverage. (4) Attracting and cultivating brand development talents. We must speed up the cultivation of brand professionals, establish a truly scientific brand governance system, take effective measures to introduce brand professionals, and truly achieve scientific education, rational selection and rational employment. Attach importance to the development of creativity, establish and improve the innovation mechanism and incentive mechanism, fully mobilize the enthusiasm and creativity of all employees, and truly implement the brand strategy. In a word, brand strategy is one of the company's core competitiveness, which is related to the sustainable development of enterprises. The implementation of brand strategy is a long process, and it can't be achieved overnight. In order to build a brand with international influence, enterprises must find a correct position and form their own cultivation concept.