Research Of Guangdong GL's Brand Planning

With the acceleration of the process of global economic integration, the increasing development of market economy, gradually raise of people's living standards, China has entered the era of brand competition. As the most important intangible assets, brand is increasingly becoming the basis of enterprises' survival and development. Looking over the global economic situation, the countries' strength are also reflected in the competition among all the world-class brands.As the world's fourth-largest economy, China has heavy responsibility in the field of brand. In recent years, many textile trade dispute has clearly reflects that Chinese textile brands are in the weak status in the international market.Now, brand has become the focus of the market competition. With excellent brand marketing and building, a large number of international renowned brands have owned the huge share of Chinese market.Their successes have made Chinese enterprises deeply realized the importance and value of brands.However,the majority of Chinese enterprises have insufficient understanding of the importance and necessity of brand creation, planning, management, communication and so on. In the brand building, such as how to plan and accurately position brand and how to add value through brand equity management , Chinese Enterprises need to be further standardized and improved.Guangdong GL is a medium fabric textile enterprise. After the labor pain of transferring from state-owned to private in 2001, with 7 years' development, GL has gradually holed its own in the market. Recently, along with the opening enlargement, the market competition which national textile enterprise faced is even more fierce. So with local government's support, GL decided to implement brand strategy.Based on the research of brand development process and relative theories, this article totally analyzes the GL brand environment and developing process, from brand planning's angle. It mainly makes clear of the advantages and disadvantages of GL's brand development, plans and designs GL brand, then proposes countermeasures of plan management and communication. The significance of the research is aiming at groping a feasible practical model of brand planning for. the small and medium enterprises, which often have neglected brand establishing.