The Research On Brand Management Of XINGYIN PAI Small Red Bean Of W Company

China is now blending with the world economy within the frame of WTO, which means a more intensely competition between enterprises. These competitions are actually of brand and it is the brand management that supports the competition. In order to settle the "THE THREE AGRICULTURE PROBLEMS" and be sure to carry out the obligation of protecting intellectual property rights(IPR) of WTO, our Chinese government is demanding governments at all levels to protect geographical indications(GIs) products energetically. The GI products are world namebrand products protected by IPR. In China, a great majority of the companies applying for GIs protection are of agriculture product processing and have a long way to go to meet the requirements of brand management. Even the companies already with GIs still have the said problems and the W company under study in this paper is just one of these type.This paper is divided into six chapters. Chapter 1 introduces the background, the significance, way of study and method. Chapter 2 gives basic theory of related brand management theory and knowledge about GI. Chapter 3 presents the actuality of brand management of W company and makes an analysis to the reasons of W company in eye of essential factors of brand management. Chapter 4 works out a solution to essential factors. Chapter 5 draws a brand management criterion for "XINGYIN" branded Ganquan red beans of W company and Chapter 6 has the conclusion. On the basis of studying related theories, methods of combination of theory...