The Research Of Brand Management Of Kocel Group Co., Ltd

21^st century is a century of trademark competition. Only if you have your own trademark, you can have the chance to be a winner of competition. Under the background of economy globalization, a lot of famous international companies divided the world market by their trademarks. Foundry industry is not only the foundation of manufacturing industry, but also the basic industry of national economy. No industry can work well without castings, for example, automotive, machine tool, aircraft, country defence and people's daily life, such as metals, household appliance, all of these need castings. Along with the transferring of industry center of world economic strong countries, China has been becoming the transferring target of European & American developed countries' industry. China has become a county with many foundry companies, but China has not yet become a country with many strong foundry companies. China's manufacturing scale and fast expanding of its demand did not bring any qualitative change of the overall compititive power. The reason for this kind of result is not only because that it is lack of core technology, but also explores that the trademark of our country's foundry industry is lack of compititive power. Castings also need to take their market by the advantage of their trademark.The paper analyzed the ways that how KOCEL managed and kept its trademark by the way of empirical study by taking trademark running theory as the basis of analysis. The paper firstly analyzed the industry that KOCEL is in, its market environment and competitor, clearly explained the current condition and development trend of China foundry industry; secondly, it deeply investigated the current condition of KOCEL trademark, digged out the potential problems; finally, the paper made a set of trademark managing and keeping strategy, put forward some suggestion by combining the internal & external resource condition of KOCEL GROUP, studied KOCEL GROUP'S trademark identification, position, figure making and extension.The paper takes KOCEL GROUP CO., LTD as a analyzing object, analyzes its trademark sales and running strategy, so it can be referred by the enterprises in the same industry. The most important is that the paper can be used to run KOCEL GROUP'S trademark.