Otis Elevator Company Brand Strategy Research

In 21 st century, with the globalization trend of economy begin to intensify, the competition between the enterprises gets more dramatic. At the same time, products distinction for similar companies decreases and characteristics are also tend to be the same. It makes it more difficult for enterprise to keep the competition by the innovation advantage and the quality assurance. Therefore, many enterprises begin to use the brand strategy, in order to maintain and enhance the core competitiveness of enterprises in the industry. In this context, as the pioneer and leader of elevator manufacturing and service industries, the implementation of brand strategy is particularly important for Otis Elevator Company to keep the continuing competitive advantage and long-term development.This paper is based on the brand strategy implementation status of Otis, and the external and internal environment for the enterprise implementation of brand strategy, to find out the theory for Otis to implement multi brand strategy. In addition, current market positioning, marketing strategy, and brand culture expanding is analyzed too. Via the study, the brand's strategic positioning is found not rigorous. For the brand management, there are conditions of wasting resources and duplicating construction. What's more, when the brand extends to maintenance industry, the location was not accurately identified to match the original industry. It is also not efficient to avoid the negative influence and get through the brand crisis problems. According to the brand management status and the existing problems, from point of view of the brand integration of resources and various brands of re positioning, this article puts forward to strengthen the cooperation of each sub brand. To strengthen the reputation of the brand, it's necessary to strengthen communication with customers, enhance products level and service quality, and increase the power of making industry standard. With the changing of the industry environment, the brand extension strategy is raised to make sure the smooth implementation of the brand strategy.The innovation of this thesis is using multi brand management theory to do analysis and provide constructive suggestions to improve the brand strategy, considering the change of environment in the elevator industry and the brand strategy implementation status for Otis.