Brand Marketing Strategy For Industrial Products

The in-depth development caused by the globalization has generated advanced technology and high-quality products for industrial market. It also broke the original industrial market environment by accelerating the innovation of business model and production mode, by facilitating the regeneration of technologies, and by shortening the life cycle of the products. Now it is difficult for an enterprise to strengthen its advantage in competition from product functions or features. Instead, only brand marketing can improve the core competence of an enterprise. The PFC branded HMI products entered China market in 2001. Under the complex competitive environment, PFC is facing an issue on how to keep its advantage in brand while to strengthen the brand competitiveness.Based on the related theories of brand marketing and brand management, this article developed the research and study on PFC brand marketing strategy from its real case. By analyzing the market environment and the PFC brand situation, the positioning strategy and brand marketing strategy is established. And through the brand management, PFC is forged to be a leading brand with strengthened brand competitiveness.