The Manage Of Brand Equity In ShengYuan Dairy Ltd

This treatise dissertate the concept of Brand Equity, the system of Brand Equityand the Integrated Marketing Communication with the base theory and individualpractice that try to illuminate why and how to manage Brand Equity, the importance ofBrand Equity directing the marketing communication. I hope this treatise givecorporations some use for reference.The system of Brand Equity comprise six parts. Organizing a team form BrandEquity and manage the brand development. Assessing the landscape, analyzingcompetitor and consumer insight is the base of the Brand Identity System. That willgive the cause of Marketing Communication. Brand Identity system consist of BrandValue Proposition, Brand Benefit, Brand Personality, Visual Identity. It expound how tosatisfy the consumer inside and establish differentiation in order to form the relation ofbrand to consumer. Integrated Marketing Communication that must be keep theconsistence communication in marketing by catching the relationship of brand andconsumer. Brand asset valuation is.The target of Manage brand equity is establishing the relationship with consumer.For FMCC, the consumer is the best important one of equity, so consumer insight is thebase on the manage brand. Brand born in consumer and die in them. Only we win theconsumer, we could have the value brand equity.The thesis is comprised five chapters. It use of comparison method to analysismany real cases from china and overseas. The second is the concept of brand and brandequity. The third and forth is the practice in brand marketing communication inShengYuan Dairy Ltd.. I hope this adapt to Chinese corporation to work more increasesthe brand value, so as to meet the challenge after WTO.