Goodbaby Brand Building Strategy Research

China baby industry is still in its infant stage compared with overseas baby industry. Population statistic shows that China is facing the fourth "baby boom" period under the favorable environment which includes the Summer Olympics Game held in Beijing in 2008 and the coming World Expo in Shanghai in 2010. It is the big challenge for Goodbaby Group to build up a strong brand with service as its key value to meet the new requirement from young consumer who is seeking for branded products provided service rooted in experiencing.The article intends to explore ways of building strong brand solution in baby industry which is facing with new competition through the in-depth analysis of the Goodbaby group case. The article first gives a brief introduction of the Goodbaby Group and key challenge of brand building. Under the analysis of Macro and industrial environment the article conducted brand building analysis from different perspectives. The article then review the relevant theory evolution which include the strategic brand building theory, service marketing theory, along with experiencing marketing. The article illustrates detailed brand strategy which covers the product positioning with service as the key element, brand extension under muti-brand strategy. Finally the article discuss the brand tactics covering brand communication, service rooted in experiencing marketing, channel marketing, building corporation culture oriented in service concept.