Research On Brand Management Of YZ Company

Today,the economy competition in the aspect of globalization is becoming increasingly fierce.And the competition between enterprises has developed into a comprehensive and deep level of brand power competition.Brand has become an important part of an enterprise’s strategy,and also an important reflection of its national strength and enterprise’s competitive strength.Under the background that brand awareness has penetrated into all walks of life and brand strategy has been promoted to the level of national strategy,brand management organizations that provide brand consultation,brand evaluation,brand meeting,brand planning and other brand services for enterprises,industries and regions are facing new challenges,and also development opportunities.On one hand,companies in various industries have higher requirements for the comprehensive service capabilities and professionalism of brand management vendors.On the other hand,brand management as a market segment needs to be strengthened in terms of industry norms.At the same time,the research on this market segment also lags behind.This article is based on a segment of local brand management organization.Taking YZ’s brand management company as a study subject,analysis existing problems and causes,then proposing the feasibility suggestions for YZ company’s brand managing improvement and implementation,hoping to provide a standard method.This study has used methods including literature research,interview,questionnaire,PEST analysis and SWOT analysis.In terms of study content,this article first explains the background of why this topic is selected and the significance of theory and practice.And introduces the study methods of the article,also summrizes the research status of the related fields of brand management.The second part is an overview of related theories.This study introduces the meaning,composition and attribute of brand,summarizes the concept,basic form and implementation steps of brand management.Then combs the related research on brand ranking list and brand evaluation in brand management industry.The third part is YZ company profile,introduction of the basic situation and main business of YZ company.The fourth part is to analyze the environment of YZ company’s brand strategy,through PEST environment analysis,industry analysis and SWOT analysis.The fifth part is the analysis of the problems of YZ company’s brand management.Based on the former analysis,combing of interview,try to find the problems and explain why they came up of YZ company’s brand management.The sixth part is the improvement measures and implementation guarantee of YZ company’s brand promotion.The seventh part is conclusion and prospect.Summarize the whole study,draw a conclusion,and analyze the shortcomings of this study,at the same time,make a prospect for the next research.Under the background of strong brand strategy rising to the national level,the study on brand management of YZ company has important theoretical significance.The research on brand management of YZ company is helpful for other brand management organizations to strengthen their own ability,which has important practical significance in promoting the overall competitiveness of local brand management companies,helping China’s strong brand strategy.