Research And Planning For BR’s Brand Strategy

This paper develops the brand strategy of BR company based on the strategic management theory and on the investigation and analysis of the current situation of BR’s brand management. By investigating the management system and running condition of BR’s brand, it is found that there are some advantages in the brand resources, technical resources and customer resources, however, there are some shortages in the brand strategy formulation, the building of the brand management system, the promotion of brand, and the service for brand. There are different features of BR such as its products belong to industrial products and its downstream clients belong to industrial enterprises. Taking these features and the existing problems into account, the brand strategy is developed for BR as follows:making sure the implementation of brand strategy by raising the status of brand strategy, confirming the brand core value by exploring the brand vision and brand goal to indicate the direction for BR’s brand strategy, establishing the primary target market at the operational level to achieve the full implementation of brand strategy through brand positioning. Finally, the organizational structure is designed for BR to implement the brand strategy, and some specific measures for the brand construction are put forward. The outcomes of the papers are expected to lead to a significant advance of the band strategy practice in other similar enterprises.