Brand Building Strategy Study For L Company

With the continuous improvement of Chinese consumers’ living standards,the continuous improvement of consumer demand and the integration of the Chinese and Western cultures,Chinese coffee consumption market has been grown rapidly and been very potential.As the key producing area of the Chinese coffee industry,there are a large number of small and medium-sized coffee enterprises in Yunnan Province.However,because of the lower economic development level,these small and medium-sized coffee enterprises just play the role of coffee beans exporter who trade to foreign countries as well as coffee raw material producers for a long time,and fail to participate in the most profitable part in the coffee industry chain.Nowadays,more and more small and mediumsized enterprises have realized the importance of brand building because of the extensive communication.Building a trusted and famous brand is the key to the sustainable growth.The L company has fully understood that it is the important choice to construct the brand to build the competitive advantages and survive as the other thousands of small and medium-sized enterprises in Yunnan.Base on the above situation,this article reviews related literature from brand and brand equity,brand marketing and brand diversification theory first.Then the article refer to L company’s brand building status and difficulties in the daily operation and management,put forward the brand building related factors pattern on the basis of Customer-Based Brand Equity and Brand Resonance model.Then the survey was distributed to the consumers of the company.After that the article used SPSS20.0 statistical tools to conduct the correlation analysis and regression analysis to the brand building factors.At last,the result shows that the brand function,brand identification,brand image are significant and positive correlation to the brand building,the influence degree increased by each factor.In conclusion,the company should set up a differentiated brand image and enhance the brand identification and guarantee the quality of brands to build the brand.