GUANGDONG STRONG Group Co.,Ltd.——The Brands Management Of STRONG

This paper describes the situations of the jelly-product market in China and an introduction to the Guangdong STRONG Company in the first part of the paper, the CASE STUDY part. And the major decisions and measurements of building STRONG brand in the market are discussed in detail while presenting its great achievement. A lot of meaningful market survey data about the jelly market are given, which reflect accurately the basic situations on the market competition and consumer behavior. In the second part of this paper, CASE ANALYSING part, the management process of STRONG brand is analyzed in the theory of Product Life-Cycle and the brand concept, positioning, function, character, extension, etc. It states the author抯 viewpoint on brand management. Moreover, it brings up a set of concrete program and strategy against the problems in STRONG brand management process and the future brand development.