Kunlun Lubricant Brand Strategy

The article, by introducing status quo of china lubricant industry, production and sales of Lubricant Company of PetroChina and their work aiming to develop Kunlun Brand, roundly bring forth the decision situation of strategy of Kunlun lubricant brand, present several typical strategy issue of brand decision as well, which arise the interest of the readers.As for note to how to use the cases, we expatiate the brand concept and the function of the brand value, on the perspective of decision maker of Lubricant Company, and combined with characteristic and status quo of lubricant industry, it presents adjusting strategy over multi-brand tactic, brand integration, advertising expenses, organization structure and enterprise culture in addition, it lists explanation to some questions in the text and presents other common problems incurred in decision making in course of brand management.The case analyzes serious of typical problems in decision making in course of marketing management relating to brand strategy, through which readers will get a general idea of brand marketing and relevant management concept in this field and know some basic marketing concept.