The Analysis Of Corporate Brand Building In Economic Crisis

With the 29th Summer Olympic Games successfully held in Beijing in 2008, Chinese domestic sporting goods market has entered a phase of rapid expansion. However, Chinese sporting goods manufacturers have emerged two distinct survival situation. On the one hand, a large number of sporting goods manufacturers have closed down. On the other hand, brand-oriented enterprises got performance brilliant.Until now, the studies foucused on the explanation of the cost of sporting goods manufacturers. On the one hand, they have not found an effective way to avoid the collapse of small and medium enterprises. On the other hand, they have not found the reasion of brand-oriented enterprises' success.This paper gets the conclusion that Chinese companies should take the appropriate brand strategy under the excess economic conditions, in order to get rid of cost constraints and achieve sustained profitability. Based on the Brand Economics as theoretical basis, this paper analyzes the Brand Credit and Brand Construction Srategies of LINING.This paper is divided into five parts:ChapterⅠ:Discussing the issues raised in this article, topics of significance, research methods, research content, innovation points.ChapterⅡ:Reviewing the theoretical studies of LINING and putting forward the research ideas of this paper.ChapterⅢ:Analyzing LINING's Brand Credit, and that is Profit Unicity, Demand Sensibility, Ultimate degree, Demand Intensity, Single Meaning, Propagation Reliability, Memory Persistence, Terminal Certainty.ChapterⅣ:Analyzing LINING's Brand Consruction Srategies, and that is Brand Extension Strategy, Brand Channel Strategy, Brand Propagation Strategy, Brand Endpoint Policy, Brand Crisis Strategy, Brand Capital Strategy.ChapterⅤ:Summarizeing the main conclusions and the policy recommendations of this paper.This paper has three innovations:(1)building a complete analytical framework for brand building(2) building the brand model of the effectiveness of information dissemination(3)building the brand crisis model of economics-based perspective.In this paper, the research is designed not only to help LINING make better, but also to build a complete brand building analytical framework and provide corporate brand consruction srategies to help the Chinese enterprises to build brand in order to overcome the economic crisis.