The Study On Brand Marketing Strategy Of H Company

Brand marketing has a crucial value for modern enterprises, but small and medium-sized enterprises of our country have no experience in this regard, so they are likely to get into difficulties in popularizing their new products because they can't form scientific brand positioning and carry out effective brand communication. With the worldwide development of low carbon economy and the implementation of energy conservation policies, energy-saving glass industries are facing a good opportunity for development. H company is a local enterprise producing energy-saving glass. Through the cooperation with PPG and Leybold company, it rapidly gained the advantage position in the field of technology and products, therefore it stepped into a new development stage. However, the original brand marketing system could't satisfy developing strategies of H company under the new situation, so the company needs new brand positioning and exploits markets through new brand marketing strategies.H company's brand positioning and brand communication were studied in this paper by SWOT analysis of its present development environment, brand positioning, brand communication and brand management on the basis of its actual internal and external environment survey. The paper maintained that H company should carry out dual brand strategy, establish key competitiveness of "three advantages" and "three difference", form 9 recognition systems, perform brand popularization and public relation plan to promote its image under the guidance of brand idea of "four in one". Eventually, it can develop into domestically advanced energy-saving glass producing enterprise with national marketing clout.