Brand Strategy In China Study

As we all know, brand is very important in the field of marketing. It has been growing the core question in the marketing. As an important means, brand has been the key factor for company to succeed in the market. A company only has products will not grow strong. It must have a strong brand.With the China entry into the WTO, international brand will accelerate to invade Chinese market. Face to the strong brand, domestic brand will be influenced fatally. Market will also present the objective law that strong brand devour feeble brand. Therefore, it's very necessary for domestic brand to take a general understanding about operating of international brand to build our own strong brand.Based on the above, the first part of this paper elaborates on the theory of brand such as the definition and function of the brand. The second part of this paper emphasizes on the brand management of international company in China. This part is the most important of this thesis. The third part of this paper explains the error of the brand management of the domestic company compared with the international company. The last part of this paper put forward some suggestions to strengthen competitive ability of the domestic brand.