Tetra Pak's Brand Communications Strategy Analysis

Despite starting from the 1970's, many Western researchers tried to study industrial brand from different angles, empirical research in industrial brand is still very scarce, which is a sharp contrast comparing the increasingly important role in industrial markets. And more industrial enterprises do not attach importance to brand strategy, who think that industrial market relies on rational decision-making. In fact, with the rapid growth of internet and generally flatting of the world, more intensive global competition, industrial market's competition shifts from the traditional relationship marketing to the development of branding strategy. How to use targeted and focused brand strategy to obtain market's leading position, thus closer to the customer and success, is the imminent problem to each B2B company.In 2006, Philip Kotler with his new book "B2B Brand Management", bring to the almost empty market by foreign cutting-edge ideas and best practices. China as the world's most notable market, more suited to the condition of the Empirical Research, and multinational companies' successful branding operating experience in China will give Chinese companies a lot of good inspiration. This article is based on the case of a Swedish company'Tetra Pak', a multinational company, to study how industrial brand communication strategy can be successful, and how to realize communications on innovation. This article is divided into five parts:PartⅠ: Simple introduction. The question about if industrial brand needs to do communication or not is brought forward at the beginning. Following with the introduction of purpose, meaning, content, method and framework. Finally, point out the breakthrough of this thesis, and the expected research contributions..PartⅡ:Theoretical analysis. With the progressive way, it starts from the cognitive meaning of Brand Communication, then analysis the objective of the industrial brands, brand differentiation between industrial products and consumer goods, benefits and principles of industrial brand communication. And finally find the direction of industrial brand's innovative communication research.Part III:Empirical analysis on Tetra Pak brand communication which innovation embodied in the analysis and research, and a concrete and vivid case of Tetra Pak, as reference for other industrial enterprises.PartⅣ: Assessment and recommendations of Tetra Pak brand communication activities with finding some problems and making recommendations for improvements to tackle the problem.PartⅤ: Further recommendations to the whole article.Based on the existing theory of the industrial brands, and with the comparison of consumer brands and discovers that with the market competition, differently demand raising, and industrial enterprises weaked their bargaining power of the original industrial, we noticed directly promotion action with customers by brand only, which can not meet the currently demand. Now, a lot of industrial enterprises obtained successful who bypassing the direct sales to customers, and developed an new communication theory and system to end consumers directly. Now this article try to explain one well-known industrial companies-Sweden, Tetra Pak, how its operation of brand research, brand communication and analysis, and discover that it is borrowed from communication theory to obtain new successful. In addition, hereby we also describes that in Tetra Pak, they also have other innovative forms of communication, which provide beneficial information to domestic and international industrial brand communication action.