Diagnosis Of Green Brand Based On Unascertained C-Means

A brand like a people need health checking regularly which is called brand diagnosis: grasping brand situation, diagnosing brand condition, examining brand physical, the state is in good shape or poor. To be sure following brand status, monitoring brand, establishing internal reporting system, the brand assessment and diagnosis system and so on.So the prevention of aging brand is very necessary.Green brand is brand that considers the environmental impact and effectiveness of resources. It requires companies from brand design, purchasing of raw materials, production and marketing to recovery the entire process should make environment and resources to be optimization.Therefore green brand like a newborn who need more care and more attention.To be sure its growth is healthy, diagnosis is essential.Only the green brand is diagnosed objectively.The company can know right remedy then the health conditions of green brand can be improved. Based on brand management theory, diagnosis of brand management theory, crisis management theory and management as the theoretical basis, using combination of theoretical analysis and empirical analysis and qualitative and quantitative analysis method to diagnose green brand healthy status of Chengde 20 enterprises. First, introduced the causes of the green brand disease, established indicator system of diagnosis. Then principal component analysis is used to get rid of the relativity among indicators, some principal components, are extracted. The unascertained C-means is used to cluster the sample enterprises. Finally strategies are presented according to the result. The diagnosis provides a new method and has certain significance for brand management of the corporate.