Brand Marketing Strategy Study Of Broad Air Conditioning

With the development of the market economy and the expansion of the opening to outside, central air conditioning industry gradually come into a brand competency time. Since marketing competency is expressed more and more by brand, how could Broad air conditioning win more market share and promote brand popularity in the market with fierce competition is the problem they have to face.This paper provides an overview of brand marketing theory and makes a theoretical basis of brand marketing strategy of Broad, makes an analysis about the brand marketing environment of Broad and points out the advantage and disadvantage exist in Broad when they are proceeding brand marketing. The paper also analyzes the influence the external macro-environment made to the whole industry and the existing condition of the brand competency in central air conditioning industry and at last come to a conclusion the brand competency in this industry is getting more and more intense.The making of the marketing plan in Broad mainly considering four parts: brand positioning, brand propagation, brand marketing channel and brand management system. The brand positioning is very clearly in Broad, so they provide high-tech products and at the same time the marketing channel stays open. But since the brand propagation and brand management are not so good, this paper proposes some solutions about these weak sides.The detailed brand marketing measures in Broad mainly begin with core competency, corporate culture and entire staff brand consciousness. Corporate core competency and brand complement each other and corporate core competency should be changed to brand in brand marketing. Corporate culture is the core of brand culture. It extends the insight to all direction during the venture running and enhances the sense of affinity and competency of the venture and changes to assets continuous. Besides, brand marketing must be together with the hard work of all workers such as the culture level, work style, technical quality, professional ethics and appearance which are all the most widely and directly media of the corporate brand.This study is designed to be reference and guidance for the sound development of central air conditioning industry and the brand marketing of Broad.