A Research On Brand Building Of Company S

The small and medium-sized startups usually focus on the short-term survival of the enterprises and neglect or are too busy to realize the role of brand building in enterprise development.Nowadays,as business competition becomes increasingly fierce,brand competition has developed on a global scale with brand effect becoming more distinct.The brand is not only customers' feeling and cognition towards an enterprise and its products,services and cultural value,but also a kind of trust.The brand is an embodiment and symbol of an enterprise and the entire quality of its products.When consumers think of a brand,they usually associate it with certain fashion,culture and value.In brand building,enterprises also keep creating fashion and cultivating their own culture.Brand is not only the core competitiveness of an enterprise but also the capital for the enterprise's survival.Enterprises should keep improving their brand awareness,lay stress on the importance of brand building and make a strategic plan for brand building through scientific and efficient methods so as to create their differentiation advantages.Brand building cover several aspects including brand positioning,brand values,brand image and brand planning.Company S is a small-scale startup whose main brand is “Yuan's Sunny House”.It has been eight years since the establishment of the brand.Yuan's Sunny House,as an authentic domestic brand,was created the time when Company S was founded.As a creative and innovative culture brand popular among the minority,it is not only a typical example of brand building for small and medium-sized start-up brands,but also a representative of network brands in the age of the Internet and big data.Its brand building and development reflect the road taken by a large number of small and medium-sized start-up brands.This paper mainly focuses on Company S's brand building.Firstly,the theoretical basis is collected through literature review and a brief introduction to relevant theories and development of brand building about domestic and foreign brands is given.And then,the paper collects related cases and materials of Company S's brand building by case study and field investigation.By field survey and comparison,the paper acquires the real data for analysis and summary,explains the current situation of Company S's brand building,and points out the necessity to strengthen brand building of Company S.Subsequently,this paper evaluates and analyzes Company S's brand building by inductive reasoning and purposes the directions to improve Company S's brand building,which feature the requirements to further clarify the brand positioning,conduct systematic and exclusive market research and analysis,build a good brand image,focus on building brand culture,highlight the brand's charms,upgrade the brand,keep cultivating brand equity and continue the brand innovation.With these improvement directions,this paper expounds on these directions and puts forward some concrete and operable measures.The development of the Chinese economy has passed the stage of natural resources and demographic dividend.In the future,one of the important dividends of the economic development in China will be the rise,establishment and sustainable development of small and medium-sized start-up brands,which will create more world brands.There has been abundant domestic and foreign research on brand building;but this research,which focuses on the brand building of small and medium-sized startups,shows creativity.This research clearly shows Company S's deficiencies,obstacles and difficulties encountered in brand building.It not only provides theoretical and practical references but also puts forward effective solutions for Company S's brand building,which promotes the development of Company S's brand building.Moreover,this paper also provides theoretical and practical references for not only other small and medium-sized startups in brand building but also the government to develop relevant policies to protect and lead the brand building of small and medium-sized startups.