Research on CEO Decision-making Chain Generated by Famous Brand

Brand is the outcome of quality competition and the need of the differentiation competition.The famous brand is the sublimation of brand.The self-survival ability of the brand is the foundation of its advantage.Creating a famous brand is in fact to create a market structure of high density.The scale effect and the famous brand effect promote each other,which makes the famous brand become the leading industry.Then it drives other relative organizations and industries to participate in the international competition and develop and expand itself deeply in the competition.So the CEO’s first decision-making target is to found and to innovate a famous brand.CEO chain decision-making pattern is different from the traditional one.The traditional pattern decided that system was first and mechanism was second（or system controls mechanism）.The resource capitalization theory reviews and reveals the nature of the CEO strategic decision.