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Research of Guangdong GL’s Brand Planning

Author: HuYiShun
Tutor: DongYaLi
School: Lanzhou University
Course: Business Administration
Keywords: Brand Brand positioning Brand planning Brand Management
CLC: F273.2
Type: Master's thesis
Year: 2008
Downloads: 214
Quote: 2
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Abstract


With the increasing speed up the process of global economic integration , the increasing development of the market economy , people's living standards gradually increase , China has entered the era of brand competition . As the most important intangible asset , the brand is increasingly becoming a fundamental business survival and development . Throughout the global economic landscape , all reflect the strength of the country on a world-class brand competition . China as the world's fourth largest economy , is still a long way to go in this area of the brand . In recent years , many of the textile trade dispute with Europe and the United States clearly reflects the weak position of the textile brand . Now , the brand has become the focus of market competition in China , a large number of well-known international brand with a strong brand competitiveness occupy a larger market share , the success of these brands in the market for Chinese enterprises to deeply realize the importance and value of the brand . But the majority of our corporate brand was founded , still lack of knowledge of the importance and necessity of brand planning , brand management and dissemination . Enterprise process of brand building to make planning for the brand, how accurate brand positioning , how the management of value-added brand equity also need to further standardize and improve . Guangdong GL is a small and medium-sized the fabric textile enterprises , in the throes of the state-run turn private in 2001 after experiencing gradually gain a firm foothold in the market , through the seven years of development . In recent years, with the opening up of the international textile market increase in developing countries , China's textile enterprises are facing more intense competition in the market . , GL support of the local government decided to implement the brand strategy . This article is based on the study of the course of development of the brand and brand theory mainly from the point of view of the brand planning , GL facing brand environment , brand development , a comprehensive analysis ; grasp the opportunities and threats of the industry based on the clarity of GL the strengths and weaknesses of the brand and its development , the corresponding GL brand from the brand vision , positioning , core values ??, personality and structure planning and design , and brand planning , management and dissemination of countermeasures . This paper studies significance is also aimed at brand created by small and medium-sized enterprises has been overlooked and explore the feasibility of a brand planning practice mode .

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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