Strong Brand Building Based On Marketing Campaign

With the reorganization of domestic telecom operators, China Mobile, China Telecom and China Unicom were competing for the market share. China Telecom entered the mobile communication field by purchasing the CDMA network from China Unicom and became one of the three full service telecom operators. The operation of mobile service is the key which leads to the success of China Telecom's transformation. In order to be successful, China Telecom needs a strong mobile service brand to avoid price war and gain advantages in the competition.This article puts the emphasis on the brand marketing planning and execution. Nowadays, domestic telecom operators'strengths have been enhanced, what they need to be improved most is execution. Brand marketing roots in the daily management, which has a research value on theory and close relationship with practice.At first, we analyze the mobile service brand of China Telecom. After understanding the brand position, we made an analysis comparing to competition brands on brand name, brand identity and etc. Using this analysis, we found out that there are several problems for China Telecom's mobile service brand. Firstly, the target customer is narrow. Secondly, the difference and the common point need to be represented by marketing campaign.Because the existing"E surfing"brand can't cover the huge market of China, China Telecom needs market segmentation. After the segmentation assessment, we decided to enter the follow market: student market, office lady market and business man market. Because of the difference of marketing mix for different market, China telecom should use specialized brand to cover different market instead of single brand strategy.After deciding to take marketing segmentation strategy, we study the brand building from two aspects. The first one is using IMC to build the brand; the second is using secondary imaging to build the brand.Integrated marketing communications is the important way to build a strong brand in the environment of media dispersion because single communication is impossible to catch customers'attention .We chooses network marketing, event marketing and customized IMC as the key points for China telecom to create a strong mobile service brand.Secondary imagination is also a key link which needs to be improved in the process of building a mobile service brand. Making use of company brand reengineering to make the mother brand younger is essential. Channels of distribution should be branding. Besides, brand alliance and business filling are other two key points for brand building.