Research On Brand Management Of John Deere In China

Founded in 1837,John Deere is the world’s leading equipment manufacturer and has been dedicated to the Chinese market for 41 years.The steps in the following years all represent the company’s strong determination to serve Chinese customers.Based on years of rich experience and understanding of China’s national conditions,John Deere delivers high-quality products and services to the Chinese customers and it provides strong support to China’s agricultural mechanization and modernization.However,brand has gradually become the symbol of a company’s intangible asset and soft power in the midst of fierce competition in the China market.Therefore,it is an important guarantee for a company to manage its brand so as to achieve the sustainable development.First of all,the thesis clarified the background and practical significance of subject through an analysis on domestic and foreign theoretical essays on brand and brand management.Meanwhile,it briefly introduced the research results of brand management at home and abroad,which laid a solid foundation for the main ideas of the thesis.Next,it reviewed the history and development of John Deere’s headquarter and its subsidiary in China,including the strategies of brand alliance and family branding.Then,the thesis analyzed the external and internal environment facing John Deere in China through PEST and SWOT models based on the connotations and functions of brand.After that,it described the current status and progress of John Deere’s brand management in China.Followed by the analyses above,the paper put forward the improvement measures which could be taken by John Deere to reinforce its brand management in China,including setting up brand management team within the company,enhancing the user experience through product line improvement,frequent and direct communication with customers and channel construction,developing brand promotion and protection and absorbing and cultivating talents.Through the paper,the author intends to promote John Deere’s brand management in China and suggests making more efforts in brand establishment,brand promotion,brand maintenance and brand innovation.In doing so,John Deere could not only gain the brand awareness and reputation,but also improve the customer satisfaction and loyalty,thereby enhancing its brand competitiveness and leading the company to success.