Brand Strategy Research Of Hipot Measuring Instruments

The developments of world economy and advanced technology have brought the unprecedented products to market.However,the appearances of similar products with high homogeneity shorten the life spans of medical devices.The age of single product market has passed.It is so hard for enterprises to improve the market competition through the function of the product.A considerable approach to increase the market competition is to use a correct brand strategy,which increases the differences among productions,forms the uniform character,and increases additional values.In this way,it will improve the corecompetitiveness of enterprises.With the establishment of industries safety standards in electrical recent years in Chinese,the needs of industry enterprise manufacturers to increase product safety measurement,so safety measuring instrument industry has been booming,but some brand bigger,some brands are shrinking.In this paper,we analyzed the current situation of Hipot measuring instruments market by referencing H Company.In such complicated environments,H Company has successfully followed brand management process from brand recognition,market positioning to the different phases of the implementation of brand marketing strategy in China.We collected the data from H Company and investigated the brand awareness and the credit of H Company in customers.We identified some underlying problems by analyzing these data and figured out the approaches to solve these questions.Further,we explored the ways by how to increase the brand competitiveness based on product quality,post-sale service,pricing,selling channels,and customers.These points will be helpful for H Company to solve the current business problems,to improve the brand in China for its competitiveness,and to maintain the brand assets.Our findings also provide some references to some measurement instrument companies by assessing the brand positioning and brand management.Our paper will fill the database about the theories of brand establish in measurement instruments.Due to the privacy and business secrets,we have tried our best to tell the real history of H Company and to make sure the rigor and the authenticity of the project.