Brand Management Optimization Research Of SG GRP Co

In this paper, the brand management theory as a guide, by way of field visits, focusing on research of the well-known large manufacturing equipment industry enterprise-SG Group's brand management.Author through participation in the brand planning the project team work, to grasp overview of the SG Group's development, brand development, brand management process and the current status quo. SG Group, the in-depth research brand management business strategy in transition, the problems, based on the company's brand image for remodeling, management system, optimized to the SG Group, the brand set to the inadequacies of the development of a number of recommendations. Hope that through this research, brand development as well as for the SG brand of Chinese manufacturing enterprises in the development of help and have some referential significance.The first section sets out the first study background, purpose, and research of the entire process. The second part of the presentation of the brand management of some basic theories and trends, and the current theory of brand management conducted a comprehensive overview. The third section describes the SG Group, some of the basic as well as brand development process and the status quo. The final adoption of an optimization of the SG brand design.