Study Of The Shahe Dairy Brand Building

The advertising master David Ogilvy said, brand is a complicated symbol and an assembly of something intangible, which include brand attribute, brand name, packaging, price, history, reputation and advertising. The master of brand building David A. Aaker gave another definition of brand: brand is a set of assets or debts, which can increase or decrease the value of a product or service. In one word, enterprises need brand because brand can improve enterprises'competitiveness and bring advantage to them.Brand building can bring enterprises advantages in identity, legally support, competitive advantage, new product development, enhance the value of product and give the product special sense.Chengdu Shahe dairy company was established in 1999, the main business is dairy product developing and sale. Lacking marketing and management experience, Chengdu Shahe dairy company failed in market for years.The year of 2006 will be the inflexion of the dairy industry. The companies own strong brand are desire for more share of the market that Chengdu Shahe dairy company is confronted with the dilemma of being washed out. To meet the challenge and run out the dilemma, Chengdu Shahe dairy company is now trying to build their brand.Brand building is a systems engineering. Chengdu Shahe dairy company should build the brand in three aspects: inner management system, external communication system and brand identity system. Brand building is similar to performance a symphony, must completed by the three parts of work.The article is divided into five chapters. Chapter I discussed the necessary of brand building; chapter II introduced the background of the project; chapter III, chapter IV and chapter V is the main body of the...