Research On Brand Re-building Chutian Dragon Company

In today's "brand marketing" era, "brand building" is an essential part for corporate development. The actual process of brand building is a process of establishing corporate reputation and creating a unique impress for its customers. For corporate brand building, the earlier and more comprehensive planning, the easier for customers to form an awareness of brand differentiation from the beginning. As for Chutian Dragon, the brand re-building is base on the following three reasons:Firstly, with the market development, in selecting partners, customers is more and more willing to pursuit a "perfect match". Especially on the corporate image, product image and service image and other constructions, they have higher standards and requirements, what's more, they assess the corporate brand power and cooperate ability base on these images. Second, in order to compete for market share, the competitors endeavor to create their own image through different forms, and take efforts to create its own added value, the fierce the competition, the obvious the threat. The third one is the development needs of corporate itself, with Chutian Dragon's internal development trends, the building of brand culture, philosophy, and behavioral norms which had brought added value to the enterprise is practical, while the neglect of its own corporate brand building early had not been avoidable; on Chutian Dragon's brand management operability, brand re-building will advance the corporate image and business development.The thesis contains five parts, the first part is the introduction to the origin of the brand, and the development overview of domestic and foreign brands, also there is an overview for the purpose, significance and vision of Chutian Dragon's brand re-building. The second part will give a summary of Chutian Dragon's customer environment, competition environment, brand situation at present, brand culture. The third part is Chutian Dragon's Implement principles and strategic direction of brand building. Based on strategic direction, the fourth part describes the implementation significance and strategy of Chutian Dragon's brand re-building. The fifth part, according to the operation principles, focus on proposing demonstration and solutions to the content, the procedures and the ensuring of Chutian Dragon's brand re-building.