Nantong's Home Textile Brand Strategy Research

Core value of brands rests on correct positioning of the brand identification system, centering on the core value. The brand identification system dominates all marketing and publicity efforts, which will in turn strengthen the memory and recognition of the brand positioning in consumers' minds through dissemination of brand information. Although Nantong is the main production base for home textiles, the home textiles firms in Nantong tend to neglect the core value of brands in their implementation of the brand strategy. Nevertheless, tremendous inputs in implementation of the brand strategy have still fallen short of expectation, while resulting in enormous erosion of cash and sharp increase in costs. For home textiles firms in Nantong, therefore, it is of vital importance to focus on core value of brands. The firms shall adopt bypass attack and non-competition strategy , enabling them to succeed in their brand construction through economical implementation. They shall foster brand ideology, maintain the controllability of the brand construction process, establish the conception of managing the brand by involving the whole staff, and position well the brand strategy. By accumulating brand resources through economical means and adopting practices of success brand stories, the firms will achieve their targets effortlessly, and thereby curtail their costs in establishing their brands.