The Research On Brand Management Of New Light Co.,Ltd.

Under the economical globalization, the brand is the strongest power of a corporation around the world. The degree of product homogeneity is very high along with the increasingly intense competition. So, the brand is the only edge weapon to lead customers to know different products and services. In another word, the marketing competition can be seen as the brand competition. Therefore, it is a valuable project for each corporation to implement the brand management efficiently, and then transform the brand into the more important intangible asset and core competition power.Based on some relative theories, the thesis takes New Light Co., Ltd. as the research case, carries out systemic research about brand position, brand identification, and brand image .Finally, the thesis brings forward a brand valuation model based on consumers and estimates the New Light brand. The thesis intends to reach the purpose that can help to understand the brand management of small and media technological enterprises fully and clearly, and can be used for reference to other similar enterprises simultaneously.