Analysis Of Brand Construction For Shanghai SP Advertising Agency

With the extraordinary growth of economy and further opening-up of advertising market, in China, self-owned advertising agencies in small or medium size are facing a series of severe challengers. Only with a highly attention on building and managing their own brands, can these agencies be survived in the fierce competition and develop themselves into large scales.Currently, most of the Chinese advertising agencies are lack of a mature mode of self brand building, what makes business development become difficult, especially for small or medium sized, private agencies.This article studies the current situation of Shanghai SP advertising company on the bases of brand construction theory, SWOT analysis method, customer questionnaire survey and on-site investigation, and finds that the staff lack brand awareness of their own company, and that band building of SP advertising agency is a must in the future strategy of the company. Also, Shanghai SP advertising company has a strong influence in limited regional, and this becomes another weakness in nowadays development of this company. Overall, Shanghai SP advertising company is still in the primary stage of its brand building without strong branding effect. In order to solve the problems mentioned before and help the company to build the brand, this article attempts to put forward corresponding countermeasures and suggestions as following:(1) Find a clear and reasonable brand positioning.(2) Upgrade the competition capability of SP company by establishing brand culture, improving creative works and arising branding effect.(3) Further build and communicate Shanghai SP’s brand image. All these suggestions also have reference values for other small or medium sized advertising agencies to realize their own brand building.