Management Of Brand A Company's Products

As an invisible asset, brand has became more and more important in recent market economy, which happens also in healthcare products industry. In recent years, many famous brands continually come out while the market competition becomes more and more fiercely, in which situation, many healthcare products companies meet a series of problems, e.g. how to highlight their own brand images, how to establish the brand cognitive and how to preserve the popularity of the existing brand. Excellent brand management has became an important part of comprehensive competitiveness of healthcare companies.Firstly, some basic information and data of healthcare products industry and A company is accumulated and the modern theory of brand management is involved in this thesis to help analyze the marketing environment and the brand cognitive and brand favorite of the products in Shanghai, Hangzhou, and Nanjin, and to study the customers’ behaviors in these three areas.Secondly, A company’s management is interviewed to explain the brand positioning, brand promotion, and brand image recognition of A company’s products. According to the questionnaire and interview investigation, the current brand management is analyzed and studied.Finally, according to the theoretical analysis and objective circumstances, some supporting measures about how to improve A company’s products brand management are raised.These measurements will specially focus on the pertinence,feasibility and maneuverability. Hopefully, these measures could be used as reference of brand management for some healthcare companies.