Research Of Ninedragon’s Brand Management

Brand is the name, sign, and symbol or design also maybe their combination, the mainfunction of which is to identify products or services for customers. At the same time, it candistinguish other competitors from flooded productions in the market. A successful brand isrecognizable, it can in some way to increase their own something, so that the seller or the usercan be awarded of relevant, unique and sustainable value-added, these additional values aremost likely to meet their requirement.Develop a successful brand costs time and money, which is actually an investment, thebrand will get huge profits if it runs well.on the contrary, if the owner have no long-sightedattitude for investment, it is difficult to establish a successful brand. An investigation did byUnited Nations Industrial Development Programme showed that brand-name product sharesless than3%of total production, but they share almost40%of the total market, at the sametime, brand-name product also have more than50%of the sales accounting. During the21stcentury, competition among international corporations will be focus on the brandcompetition.Brand management is to establish, maintain, and strengthen the brand as a whole process.the relationship between brands and customers can be do strengthen under effective brandmanagement, by this way, the company could ensure the brand’s competitive advantage tocoordinate its behavior more loyal to the brand’s core values and spirit, only in this way canmaintain the continuous competition with others.The author first summarizes the domestic and foreign research on brand managementtheory and makes the research on brand and brand management basic theory; then analyzesactual brand management situation of the firm, at last, uses mixed model of brandmanagement principle and the Boston matrix method to construct the brand managementmode and puts forward some suggestions and countermeasures..The main content of brand management, brand strategy management, brand positioningand management, brand planning and management, brand communications and promotionmanagement, brand influence management and brand management and maintenance, Theyhave close relationship between each others.