A Study On OTC Brand Management

With the development of brand marketing in china, brand management has become the important content of company's comprehensive competition force. There are so many brands in the china OTC market that the competition very heated. And how to manage the brand effectively and build a good brand image, which the consumer prefers, is an important task for the pharmaceutical enterprises. Firstly, the thesis makes a meticulous research on the OTC marketing environment as well as the consumer behavior model, which concerns the consumer's purchasing process and all the affect factors. To understand the consumer's purchasing behavior model is useful for the enterprises to do brand management.Secondly, the thesis shed a light on the assignments and duties of brand manager and brand management commissions. And then it puts forward the organizational principle of brand establishment for the OTC enterprises.Through analyzing the success and failure of some companies in the brand choosing, such as Haiwang, Hayao, Dongsheng, this thesis offered a key points method: to build a sound brand to enhance the company's image, and then extend its limitation.Finally, during the process of brand management, it's of great importance to make the brand orientation to differ with other brands, and then set the brand transmission object. Moreover, on the basis study of marketing investigation, it provides the full-scale management of brand transmission with some marketing technologies, such as unique sell position, integration transmission. All the measures can guarantee to maximize the corporation resource.