DHQ Company Brand Image Research Based On Stakeholder

Brand is one of the most important intangible assets with a corporation, and brand image is one of the key factors with the asset. An outstanding brand image could be a very advantage in a specific market, attract consumers and affect stakeholders. To improve brand image in theory or practice is a hot study these days.The Overall Development Plan of Hengqin was endorsed by the State Council on August14,2009, as stated in the plan, the development of Hengqin new zone would be based on an international, Hongkong-and-Macao-priority, managed-by-government, and market-motive model, and Hengqin would build a specific origination chart with a new zone management council (bureau) and a investment company. The role of the management council (bureau) is to manage administration affairs, and the investment company’s responsibility is to invest and manage construction and development projects.As the investment company, Zhuhai DHQ Investment Company Limited was found on April2009by local bureau, as the principal regulatory agency to conduct investment and construction for the island, the company would focus on developing infrastructure, inviting investment, estate management, project management, consultation service, industrial investment and risk investment.In the past four years, the company got much improvement from investment and construction building projects, and now brand building operation is put on urgent schedule. The company’s brand building operation is on its first stage, to build and improve brand image is the most important task at this moment. This study implements a stakeholder survey on the current status of brand image with the company and makes relevant date analysis, to study brand image improvement strategy.In the paper, Chapter1briefs the background, significant, research method and overall structure. Chapter2introduces related theories of the study on brand image and stakeholder. Chapter3analyzes the external environment and internal status of the company to build and improve brand image. Chapter4analyzes main stakeholder of the company. Chapter5introduces the questionnaire survey and date analysis of the research on the current status of brand image with the company. Chapter6set up several specific strategies to improve the brand image with the company based on the survey.