Brand Diagnosis On SD

Sichuan SD Group Limited is a unitization enterprise in forestry industry, with its output, sales volume and quality of laminate flooring, bamboo flooring and engineered flooring ranking ahead in domestic market. With the support of governmental industry policy and the development on its own, its major product SD laminate flooring accounts for a respectable market share and SD becomes a well-known brand and a State Famous Trademark. The enterprise has been upgraded from product sale to brand operation. In brand operation, the enterprise realized that there were many problems with SD brand, especially in comparison with the leading brand XS in this industry. The most apparent phenomenon is that the SD products, with the same quality as XS products, usually sell at a lower price than that of XD products, otherwise the sales volume will be impaired. But lowering the price will not only reduce profits but also degrading the brand image. The enterprise is eager to know what have caused the products of the same quality to be sold at different prices, more specifically to know the gap between the leading brand SX and SD, the consumers' view about them and other brands in the industry, the ways of customers to choose flooring.Based on an in-depth investigation into the present flooring market condition, industry developing trend and the history, the present condition and the development strategy of SD Group, the author further investigates into the customers' consumption pattern and the customer' s brand identity, brand association and brand imagery about SD and XS by the way of interviews (qualitative method) and questionnaires (quantitative method). With the application of Aaker' s brand assets diagnostic model, the author carries out analysis and research on the assets constituents of SD and XS, such as brand awareness, brand identity, brand association, brand loyalty, etc. , leading to a conclusion and proposals.The brand vision of SD is to become a leading brand and world-renowned brand in the flooring industry. The author in this thesis puts forward a set of brand elevating measures and advice, including brand idea management system, brand performance management system, brand strategy management system and brand execution management system. Although this thesis is mainly involved in brand diagnosis on SD and puts forward advice relevant to it, it is believed to be of some help in brand management to other enterprises in flooring industry or to the enterprises with the same consumption category.