Study On Model Of Brand Management And Strategies Of Harbin Pepsi

Brand as the more high-end competition form than the channel, price war,has always been valued by the business. Discussed how to carry out the brandmanagement and the depth of excavation of brand value, enhance thecompetitiveness of enterprises is the purpose of this article.Based on the previous brand and brand management theory undertookretrospective with the analysis, through the brand management and brand relatedwork content, put forward clearly to brand management is not the brand concept,clarify the problem easy to confuse the two. Previous research on brandmanagement is put forward too one-sided, ignoring the brand management of thedynamic, comprehensive properties. After that, this paper takes Harbin Pepsi asthe research object, through its brand management status of review and, pointingout the management, marketing, implementation and innovation from fouraspects of the existing problems of brand management. Through to analysis theexisting problems, not only find out the Harbin Pepsi brand management existingproblems specific to more important is once again proved the brand managementrelated properties. Finally, according to the above problem, in the analysis ofHarbin Pepsi Cola company’s existing brand management on the foundation ofthe advantage, put forward the management model should have the sevenelements and the combination of Harbin Pepsi realistic working features fromfour aspects to build a suitable brand management model. On the managementmodel under the guidance of the theory, combined with the actual work needs thePepsi Cola company puts forward the current brand management for the specificsolutions and the implementation steps and researches.Through the above analysis, the article thinks, brand management differsfrom the brand itself static result, but a dynamic process, the core value and theexternal environment and resources have a strong interaction needs, is theembodiment of enterprise accumulate steadily. Must be made by the enterprisesenior managers personally give attention, initiate and implement can producebenefit so as to enhance the comprehensive competitiveness of enterprises.