Research On A Company Brand Strategy

With the development of global economy integration, market segmentation become deeper and deeper; while it comes the Infant Industry; Accompany the varying of market demand, the competition is increasingly fierce home and abroad for this industry and no exception on our Chinese enterprise. As a private-owned enterprise, A company have to take Brand-oriented strategy to grow and win the market.Through Questionnaire, Group interview and depth interview method, large quantity of market research have be adopted, in view of target consumers, consumers and company own staff. Based on the research and related documents, the Brand strategies content covering brand position, LOGO design, brand management, brand extension have been analyzed from theoretical and practicing perspectives; so that we may better know the actual problems and propose the solution, until finally the new strategy fitted for A company can be constituted. In the last part, the effect of new branding strategy has been evaluated from enterprise itself and the consumers respectively through brand assets evaluation model.