Brand Image Building Of Gansu Tobacco Industrial Co.,Ltd.

With the pressures of international tobacco-controlling wide spreaded and other domestic tobacco-industries faced fierce competitions, the “Lan Zhou” promotion was encountered bottleneck in recent years. Thus, the company of “Lan Zhou” in extraordinary dilemma along with the disadvantages increased of brand building and the product sales. It is the vital problems for Gan Su Tobacco Company that how to set and shape, how to enhance the effect and competition to make the brand “Lan Zhou” bigger and better. Above all considered, studying the Formed Brand Image of Gan Su Tobacco Company has the meaningful meaning.This paper tries to apply the empirical method to analyze the reality of the Gan Su Tobacco Company’s Brand and the macro and micro surroundings the “Lan Zhou” set. At the same time,the paper draws on the experience of successful cases among tobacco brand at home and abroad in order to study the Brand “Lan Zhou” formed image, which makes the paper practical to provide a convincible proposal for forming the brand image of Gan Su Tobacco Company.The paper consists of five parts. The first part is the introduction about the study’s background and the significance of the study. The second part is the theory review on the paper needed including USP, Brand Image theory, Brand Personality theory, CIS etc. The third part analyzes the Gan Su Tobacco Industry reality and surroundings systematically to seek out the existing problems of brand building and to find out the causes for the current circumstances. The fourth part is analyzes the successful cases among tobacco brand and shining points. Besides, the part finds the common points among the successful brand to build the formed future enterprise’s brand according to its self situation. The fifth part is mainly to provide a proposal of the formed brand“Lan Zhou” for Gan Su Tobacco Company and to provide a reference about forming strategies of the company’s brand image.