Case Study: BCMS In Brand Practice And Application Of Company A

China has been the world’s well-known "world processing factory", but the overall quality of China’s manufacturing enterprises is still not high quality brand management. Some enterprises are not in the design and development, production and marketing services to achieve the whole process of quality brand management. Enterprises in the quality of the brand management methods, especially the quality of the brand management technology, market research technology applications, brand cultivation system, and other aspects of the application of the system is still a significant gap.Small and medium-sized enterprise quality brand management capacity gap is greater, from the national quality supervision and spot data, the domestic manufacturing industry, small business batch sampling rate and customer satisfaction is significantly lower than the large enterprises. How to ensure that the product qualified may have difficulties, can not be the pursuit of a competitive quality brand level, not to talk about brand marketing and brand premium, but also can not involve the core competitiveness of corporate brand.At the same time, with the integration of Chinese industrial enterprises two and the ten major industries, the quality brand is the trend of complex and diversified methods. Therefore, the promotion of advanced quality brand management technology and method is to create a brand premium, to create a brand core competitiveness of important and urgent measures. Brand management system(BCMS) is China’s more advanced quality brand management techniques and methods lunched by Ministry of Industry and Information Technology. Enterprise A as one of the first selected unit for experiments in branding who voluntary lead-in BCMS standards, implement of brand strategy and intensify the BCMS practice.This thesis studied by the case of BCMS application and practice in enterprise A for 3 years. At first, we made a summary research by brand, brand management, BCMS to confirm the study methods and research lines. Next, it analyzed the profile of the enterprise A that mainly analysis from business condition, strategies, staff condition and the main competitor, consumer profile to make full analyze by SWOT management tool for enterprise A branding. And then discover the problems deeply from 5 models and 8 processes of BCMS. Next, the thesis introduced the coping measurable BCMS strategies. In the last part, we made effect assessments in BCMS application and practice during the 3 years investigation. Enterprise A has certain representation in the industrial brand. From the study in the BCMS which not only help to enhance their brand image and competitiveness but also provide an important reference for all watches and other industrial enterprises.