Brand Innovation Integrated Marketing Communication

With the global economic integrative, how to stand a firm heel in the international market is the rigorous problem that each excellent and far-sighted business enterprise which has real strength, has to face and resolve carefully. In the vehement competition of the globalization market, opportunity and challenge keep both. A great deal of instance clearly shows me that a business enterprise can remain youth only by continuous brand and product innovation. The brand innovation is the inevitable choice and one of the basic guarantees that the business enterprise can keep on a development and head for world.Along with the development of our country market economy system and further opening to the international market after we joined WTO, the business enterprise faces not only the local competition, but also the international competition. In the competition of product and service, the business enterprise brand acts importantly. We can foresee that the age of brand competition has already come. In the meantime, the business enterprise must change the product management into the brand management as core gradually. The brand innovation and management have already raised to as well a prominent height.The first part of the text mainly relates the brand innovation and product innovation. After the definition description and motivation analysis of the brand innovation, we put forward that the successful brand innovation has to obey five principles and three kinds of strategies. Because the brand is to depend on the product, the core of the brand innovation lies in the product innovation. The underneath contents relate the whole processes of the new product developments, the definition and characteristics of the product. Then we start to analyze the process, strategy and management of the product innovation.The second part concerns the market expanding of the new brand or product. When the new product experienced an endless development period, they must accept the examination of the market. Through the tight market research, trial sale of the limited area and reasonable market expanding strategy, in the end we will draw up a marketing plan with thoroughly contents to guide the whole market operation.When the new brand or product entered the real market, the Integrated Marketing Communication (IMC ) is the best choice of the marketing strategies. The third part of the text starts to discuss the IMC theory, project and the typical case analysis. In the project of Shui Jing Fang Integrated Marketing Communication, We put forward four levels of the IMC of the new brand or product. Thus we turn the IMC theory from abroad indigenous and strength maneuverability which can instruct our local business enterprise.