Research On Brand Building Of Fast Consuming Merchandise

Great changes had happened in the sector of fast moving consumer goods in China in recent ten years.The competition used to focus on cost and price had transformed into brand battle.This change urged the manufacturers must adjust their strategy correspondingly;they should put the work of brand building into their overall business strategy.More and more companies are aware of the importance of brand building,but due to they are lack of the experiences of brand building;they missed the best chances and wasted a large amount capitals and manpower.Based on the background and,this thesis analyzed the present situation and problems existing in the brand building work,found out the suitable methods to tackle the problems:put forward brand building by enlarging the brand asset step by step.The first stage,the work of brand building begins and the brand asset will be increase from zero.In this stage,the key work is to build the brand awareness.The results are that the brand owned a high market coverage ratio in the target market,every part of sales net are positive to sell the goods and the consumers accepted the package and image of the brand and were willing to try it.The second stage,the brand building work stepped into a developing period.In this stage the key work is to build brand famousness.Through effective advertisements and public relationship building,the brand image got strengthened in consumers' heart,and when the consumers bought the good they want,they would choose this brand.The third stage,the brand influence got consolidated and the brand asset was maximum.In this stage,the key work is to build the brand loyalty.By guaranteeing the good quality and cultivating the brand loyalty of every chain of sales,the results are that the employees are loyal to this brand,the wholesalers sell the goods loyally and the consumer are willing to use this brand constantly.The fourth stage,the brand get stretched.In this stage,based on the core brand,a series of new products are produced to fulfill the different needs come from consumers.The main purpose of this thesis is to let the related enterprises to be aware that a famous brand with long life can not be got in short time.In order to build a real brand, the enterprises must do the work step by step,so the brand asset can get increased continually.