Baisha Brand Building, Research,

Under the dual pressure of the comptition and the smoke control, continuously studying and inovate advertising strategy and promotion method,that is the important topic which the local tobacco business enterprise has to face. The brand of Baisha is the NO.1 selling in the local market. Since 1984, Baisha look down upon the heros and is famous brand.It is evergreen tree in the local famous brand cigarette.This text study the construction of Baisha brand image from the ase study.Commence from the analysis of Baisha brand image background ,analysis the exterior environment of Baisha brand image, policy environment and consumer behavior environment that spread tobacco advertise. On the other hand, it analysis the internal environment of Baisha brand image construction from the development of brand and the enterprise culture. At last,it conclusd that the problem of Baisha brand facing.The third part draw lessons and experience froms the biggest tobacco rand in the world and the local famous brand Dahongying.Marlboro rand image succeed in the clear and vivid cowboy image ;But the Dahongying succeed in sign of " V" communication.The Forth part and the fifth part are the point part of the text.they design Baisha brand image and spreading method.Firstly, according to accumulate of Baisha culture, the characteristic of tobacco brand and the market alienation principle, we certain the fixed position of Baisha is flying, namely" the crane dancing Baisha, my heart is flying". According to core value,we integrate image asset of the main brand and sub-brand.Secondly,we build flying culture according to five topic activities. At last,we evaluate the construction of Baisha brand image from the investigating data.