Brand Building Analysis About Mobile Phone Slide Hinge Product Of CP Corporation

As the globalization of economic develops day by day, China has become the transfer base of high-cost developed countries for manufacturing with low labor costs and huge marketing potential advantages. Since joining the WTO, more and more brands landing in China, which led to a competitive market. China has gradually entered the era of brand consumption and the brand competition step into a high-level competition. All kinds of domestic enterprises adjust the strategic quickly and put their selves into the trend of brand value creation. At present, some companies started to research the brand value creation. They mainly explore that how to create the brand and how to achieve the enterprise brand value through long-term brand strategy plan after the brand is building. Many domestic companies would face such problem, but some of them have step into a mature stage gradually and possess the objective conditions for implementing the brand value. In addition, some companies have already made success on brand building. They have expanded their scale steadily and created self-brand. They enjoyed certain popularity at home and abroad which reflecting the brand value of company.The CP Company I am employed is a domestic private enterprises, it has gone through 20 years. CP started from the initial simple metal OEM, and now it has multi-technology such as precision stamping, precision molding, precision cutting, plating, assembly, precision tool design and manufacture etc.In May, 2006, CP Company IPO'ed in Singapore successfully which was regarded as a successful case for continuing and steady development in the industry. This paper analysis the process for value building in the CP development time, and use it to explore the brand value creation model of private enterprises in China. Because of the differences of region, corporate culture and industries involved, the model of brand building may receive certain restraint. It will make some limitations to this thesis.I received support from CP's management during the period of brand value building exploring. At the same time, some suggestions of brand building were adopted by company for future market expansion plan, which advanced by using the theoretical knowledge of brand creation. It makes a contribution for accelerating the product line marketing and risk management of company through implementing"growth model of manufacture value"as the core of the brand building strategy.