Handan The Bot Textile Co., Ltd. Brand Development Strategy

A brand sets a product apart from others of the same category. What is important, a brand, the symbol of a product, represents product or service quality of a particular business and reflects its competitiveness in the market. A brand becomes the basis for survival of a business. Competition in the market is realized through branding.The dissertation researches into the formulation and implementation of the branding strategy of BoTe Textiles Co., Ltd. The dissertation looks at the industrial picture at home and abroad and continues to demonstrate the necessity of implementing a branding strategy; then the dissertation summarizes the successful practices in BoTe' s branding efforts, and focuses on the creation of the management mechanism for developing its branding strategy. The dissertation attempts to offer theoretical support to BoTe' s strategy with branding efforts at its core and also has practical implications for other textile manufacturers. In addition, the dissertation draws on successful branding examples at home and abroad, and puts forward proposals in BoTe' s future branding efforts in terms of branding orientation, design and branding strategy.