The Research On Global Tone Brand's Rebuilding Of SC Mobile

It is all known that marketing competition is becoming more and more fierce nowadays, so brand has been one of important intangible capitals of corporation in all kinds of industries, especially in telecommunication. Global Tone, as the earliest brand of SC mobile, always positioned on high-end customers. However, with changing of customer value orientation, consumption preference and the circumstance of market competition and company management, Global Tone is facing more and more serious challenges. So it's necessary that the brand should be rebuilt.Based on analyzing marketing circumstance and competition of SC mobile, this thesis has concluded some serious problems existing in development of Global Tone. And it's given out some basic thoughts about repositioning and rebuilding the brand, Global Tone, of SC mobile. At the same time, with referring to some relative brand theories, this thesis has designed and explained the practical implementation plan of the brand, Global Tone, of SC mobile.