Research On Brand Marketing Of MTL Industrial Analytical Instruments

With the rapid development of society and scientific technology, competition is getting more and more fiercely in commercial fields with highly homogeneous commodities. To win competition only by commodities of high quality no longer works well. To keep a strong advantage, one enterprise has no choice but creating strong brand equity. The power of brand is not limited to consumer goods market. In industrial products market, brand even influences more when the organization buyer makes purchasing decision. The value of brand will be emphasized when they purchase from alternative suppliers. Adopting a case studying method, the thesis firstly introduces the background of MTL Industrial Analyzer Company and their problems in building brand. And after analyzing from the aspects of brand positioning, brand IMC, brand buzz marketing and inner brand building, it comes an conclusion that MTL on behalf of most China small and medium sized industrial companies still have many problems in brand building, which includes weak brand awareness, lack of a complete brand building plan and clear brand positioning and limited brand communication channels and persistent investment. As a result, they still have long way to go to build brands and appropriate brand building methods seems very necessary for them now. The author hopes to make this case study a reference for those small and medium sized industrial companies to accumulate brand equity by intensifying brand building awareness and planning brand strategy systematically so as to keep away brutality of price war. Meanwhile the author tries to appeal to governments to intensify support to native brand and investment to brand management research and human resources strategy. With long time and persistent investment for these policies, China in future can develop to be a country with more and more strong brands from a current strong manufacturing world factory.