The Study Of Brand Positioning For Huarun Paint

We witnessing our country's high development and real estate hyper increasing. It spurs domestic paints market.1.3 Billion residents with living situation improving demands in effectiveness of mass market needs for decoration paints. In response, global painting giants focus more attention on increasing investment in R&D and manufacture base in China all these years along. Domestic paints manufacturer also experiencing prosperous growing season. Branding development has adequate space at the eve of industry shakeout. With the living standard improving, painting companies are shifting gears from manage product portfolios to manage brand portfolios with compliance with consumers 'brand consciousness. Branding deals with a good start, marketing leads half done! Targeting consumer differentiation and consumer value differentiation is the compass for Branding direction fixing. Diversification and differentiation strategy are crucial for branding as it gives convincing choices for the consumers.This study applied classic cases and research with focusing on the background and main meaning. It briefs Branding theories and relevant strategies with indicating research targets, contents and approaches. The research has been both streamlined HUARUN's present situation and brand positioning. By launch "expert of painting" brand position of supplying "demonstration service, color scheme service, painting service, quality guarantee, unique design service", HUARUN unveiled what's true meaning of "expert of painting" to consumers. At the same time, shortslab and problems also emerged during this research. Similarities and differentiations be founded by SWOT analyze and compare HUARUN's brand positioning with the competitors'. Plus U&A data research, domestic painting consuming behavior perspective is excavated. Finally, STP probe deeper logic relations for HUARUN's strategy formulation come to the value-added and multidisciplinary perspective suggestions:HUARUN should keep gearing on original brand positioning.Looking for breakthrough in dynamic environment by:Enhance brand reputation with using Valspar Corporation's adequate finance resources.Provide superior service for whole color scheme.Provide competitive and high quality products with unceasing innovation.Global paints industry trends and domestic consuming behavior illustrate effective marketing principles and strategy of HUARUN branding. It provides the useful text and cases to enhance and maximize the learning for other painting companies in China.