A Study Of The Strategy About Brand Asset Promotion

Larry Light,a famous American expert of advertisement study,says that the future marketing is the battle of brand and the competition of different brands.Business circles and investors believe that brand is the most precious asset of each company and the one who owns brand asset definitely owns the trump card of competition.The ownership of strong brand asset reflects the brand's great popularity among customers,make customers realize the values brought by brand and help enterprises increase its market share as well as competitiveness.By conducting researches on a great deal of Chinese and foreign literature,this thesis examines the definition of brand and brand asset as well as the constitution model and strategy about brand and makes the connotation of brand asset perfect further and rebuilds the model of brand asset.This thesis argues that brand asset and product brand asset should be researched separately.The brand asset of an enterprise consists of underlying brand asset and dominant brand asset.Underlying brand asset means the brand strategy of a company,while dominant brand asset means perception quality,brand awareness,brand association,loyalty to brand and other ownership.Sinotruk is a large-scaled state-owned enterprise with a history of 60 years.The development of Sinotuk's brand experienced a course that from zero to hero.With the increasing brand awareness,Sinotruk started attaching great importance and researching on brand asset and launched Multi-brand Strategy in 2013.However,many problems about the strategic layout of underlying brand asset and the cultivation of corresponding indexes of dominant brand asset remain during the process that Sinotruk builds its brand asset.For instance,Sinotruk has not adjusted its strategy timely according to its conditions though the brand strategy itself has some problems;there is no special department and staff managing and building brand asset;positioning among different brands is vague which leads to internal negative influences;inadequate importance is attached on building indexes of dominant brand asset and etc.With the help of theory about brand asset constitution model,investigation results towards customers and in-person practical experiences,this thesis conducts a study about the development of Sinotruk's brands and analyzes the root of the problems about how Sinotruk builds its brand asset.In order to solve the above-mentioned problems,according to the features of heavy duty trucks consumers,this thesis finds out that the key factors influencing Sinotrk's dominant brand asset are product,technology and marketing,builds the hierarchical structure of dominant brand asset,draw a conclusion that the sequence of component factors of Sinotruk's dominant brand asset is perception quality,brand awareness,brand association,loyalty to brand and other ownership in terms of importance after analysis.This thesis also reaches a conclusion that product exerts greatest influences on brand loyalty and perception quality;marketing exerts greatest influences on brand awareness,brand association and other ownership;the sequence of factors influencing Sinotruk's dominant brand asset is product,marketing and technology in terms of importance.Based on the problems occurs when Sinotruk's builds its underlying brand asset as well as the conclusion coming out from hierarchical structure of dominant brand asset,this thesis provides constructive guiding suggestion about how Sinotruk should draw up its underlying brand asset—brand strategy and promote its dominant brand asset.Detailed suggestion,for instance,plan and deploy brand building as a strategy and positioning comes first before establishing a brand;straighten out the relation between enterprise brand and product brand and set up department suitable for brand structure and management of the enterprise;produce products with excellent quality and provide timely service so as to promote perception quality and brand loyalty effectively;makes more investment about advertisement or marketing and promote brand popularity and establish positive brand association and etc.Major contributions of this thesis lie in:1.Redefine the model of brand asset,put forward the notion that brand strategy is underlying brand asset and believe that brand strategy decides the performance of dominant brand asset showed in customers.2.Put forwards that the influences exerted on customers by company brand and product brand of an enterprise with multiple brands are different.The brand asset of a company and its product should be studied separately.They influence each other and shall be coordinately in an active way.3.Combined with great many of in5vestigations,observations and practices,this thesis builds hierarchical structure about promoting dominant brand asset,finds out key factors influencing dominant brand asset and draws a conclusion about the degree of importance of each factor of hierarchical structure of brand asset.Meanwhile,this thesis provides Sinotruk with detailed guiding suggestions about how to promote its brand asset through analyzing existing problems occurs during Sinotruk builds its underlying and dominant brand asset,which is of realistic significance.