The Research Of Fengming Tower’s Brand Image Remodeling

In recent years, the liquor consumption has decreased year by year in Chinadue to the liquor consumers’ demand changing.The liquor industry is extremely competitive and the market has become oversupply now. Fengming Tower Wine Co., Ltd is one of the oldest wineries in Xuzhou. It plans to reenter the liquor market and has selected Feng County as its target market.We understand the market conditionsbyresearching the Feng County’s liquor market and on this basis, remodeling Fengming Tower’s brand image to provide reference for its entry into the liquor market.This paper mainly uses survey method to understand Fengming Tower’s brand image and then draws the current problems of itby analyzing the status quo, which is on the basis of fully understanding the theory of the brand image. Subsequently, the article analyzesthe rebranding environment, including the analysis of external environment and internal environment.The external environment includes three sections:the macroeconomic environment, the competitive environment and consumer behavior.In particular, the macro environment analysis is in the use of PEST analysis method;The competitive environment analysis focuses on competitors’ brand image.Consumer behavior analysis tells the consumers’ cognition of Fengming Tower. The internal environment analysis is concerned with the situation of the enterpriseitself, including the aspects of technical, personnel and product line. After that, the paper proposesthe brand shaping strategy of Fengming Tower which is from four aspects that is brand repositioning, brand personality, brand image presentation elements and new brand integrated communication to develop a brand image shaping strategy.Finally, this paper proposes the brand remodeling safeguards of Fengming Tower to better achieve the purpose of brand image remodeling.