A Research On The Brand Development Strategy Of CNYD

Nowadays, competition in the markets has become extremely fierce, and brand competition has become an important aspect in market competition, which could be used as a powerful weapon of enterprise to win in market competition. Brand strategy is a strategic thinking of brand development and planning. A scientific and suitable brand strategy planning can enhance the efficiency in brand management, make brand become the core competitiveness of enterprises, increase the market share of enterprise, create greater value for the enterprise, and ultimately achieve the enterprise development strategic goals. In our country, the development of construction enterprises has been restricted by the special characteristics of construction industry. Accompanied with low-awareness and dim concepts in brand, brand development in construction enterprise of our country is still in the initial and exploration stage.This essay selects the curtain wall industry leading enterprises--CNYD Company as a case. Firstly, this essay has made a SWOT analysis on the current brand situation of the Company. Based on brand life cycle theory, this essay has combined the basic brand theories, such as theories on brand positioning, brand promotion, brand maintenance.etc, and analyzes brand positioning and cultivation in brand cognition stage, proposes methods to enhance customer satisfaction in brand reputation stage, and propound a brand maintenance in loyalty and brand decline stage in accordance with each stage of brand life cycle. Four stages strategy together can form a general brand strategy of this enterprise.This essay makes a deep research on brand theory after consulting series of books on brand and brand management, and proposed a suitable plan of the brand development strategy for curtain wall enterprise after considering of its specific characteristic. It is expected that this essay could provide some new ideas upon brand strategy planning for the curtain wall enterprises in the same industry, and that it could be valuable reference information for other construction enterprises in the development of brand strategy.