Supply And Marketing Cooperatives Brand Integration Strategic Issues

With on-going development of society and improvement of technologies since1980', there is a strong requirement, day by day, for continuity of economic developmentand recognition of social liability by international society, while the whole economy ismore and more depending on globalization, information and international market. Human'sneeds show the tendency of variety both in depth and width .Competition amongenterprises is getting broader and deeper.. Quite a lot of experience are gained duringcompetition. With these backgrounds, further studies on management and marketingactivities are carried through by western scholars and entrepreneurs , which drive thedevelopment of Theory of Brand Management vigorously.Brand Equity theory brought the attention of supervisors and marketing people, David A.Aake, as the representative of Brand Equity Theory , is called the Farther of BrandEquity by Brandweek. In his book Managing Brand Equity, by in-depth study of thephenomenon of brands, Aake clearly expatiates the relationship between brand, logo andslogan and 5 basic brand equity. He discussed, in his book, the way to manage brandstrategically by creating, cultivation and using these 5 basic equity. In his system of BrandEquity , he becomes conscious that the strategy of brand combination is an absolutelynecessarily composing part and a study subject. The unclear and incoherent strategy ofbrand combination will impede the carry-out of enterprise's strategy and even bring thedestructive outcome. To solve this problem, Aake brings forward the concept of BrandStructure , in his book Brand Leadership, and expatiate the brand combination and the wayto maintain the proper rapport through the map of brand relation to guarantee the validityof brand structure and upgrade brand equity. Then in his book Brand Portfolio Strategy,Aake further expatiate the brand relationship and disposal of this relationship in brandcombination strategy.As an active factor in participating and boosting the China's agri-industrialization , Supplyand Marketing Cooperatives is striving for helping specialized cooperative unit in ruralareas with increased efficiency and proceeds from circulation of farm products, byeffectively setting up and managing the brands. Brand Equity and Brand Relation theoryprovide Supply and Marketing Cooperatives with a new way in achieving the target ofrealizing the integration of all resources within the company through the creation andmanagement of brand.This article expatiate the importance of Brand Equity and Brand Relationship Theory to thebrand strategy of Supply and Marketing Cooperatives with the actual experience ,predicting the difficulties in implementing the brand strategy and tabling the proposalsaccordingly. To conclude , the key to set up and push the brand strategy rests with theaccurate evaluation and radication of brand relation structure while adopting propermaintaining strategy. Hopefully, my thesis will provide reference for the fulfillment ofbrand management by Supply and Marketing Cooperatives.