Research On The Brand Rebuilding Strategy Of Evergrande Spring

In recent years,with the continuous growth of China's economy and the continuous improvement of people's living standards,people pay more and more attention to the quality of life and necessities of life,and the requirements for it are getting higher and higher.Therefore,consumers' demand for water-based FMCG is also on the rise.At present,China's pure water consumption is gradually upgraded,and the competition in the bottled drinking water market is increasingly fierce.There are many new brands appear almost every year,and the market for healthy drinking water is becoming more competitive.As Evergrande's high-end brand,Evergrande Spring bottled mineral water,relying on strong Evergrande Group in the fierce market competition,by using celebrity to build a brand,using a variety of media publicity and quickly occupying a certain market share both at home and abroad,but there are still some problems among Evergrande Spring like the lack of brand personality,brand culture and brand appeal,and assets forming and so on.Taking Evergrande Spring as an example,through the introduction of the development course of Evergrande Group and Evergrande Spring development process,understand the enterprise's internal culture and brand marketing,analyze its brand strategy and optimization,explore the shortcomings of its marketing strategy and make an in-depth analysis,provide theoretical basis for the development of Evergrande Spring in bottled drinking water market.For the existing problems of Evergrande Spring,this dissertation takes Keller's customer-based brand equity model as the framework and proposes strategies of brand rebuilding around the four steps of building a strong brand,including rebuilding the brand recognition system,repositioning the brand and integrating brand communication.First,through the establishment of brand recognition system,to obtain a wide range of customer brand recognition.Secondly,by repositioning the brand,the similarities and differences between the brand and its competitors are highlighted,so that customers can identify the unique features of the brand in terms of function and image.Finally,through the integration of brand communication,Evergrande Spring can get positive response from customers and establish a good and stable customer-brand relationship.