A Study On The Brand Identity Of "M-zone" In Chongqing Campus

Along with the deepening and development of the socialist market economy, the telecommunications industry of China has changed from the original monopoly into a more strong rivalry pattern. Shaping the Well-known brand is one of important methods of the enterprise seizes and defends the market The brand is the enterprise's important intangible asset, and the brand identity is the key aspect which actuates this kind of property. But since long ago it always existence very big difference and have not formed the relative Consistent understanding in which the brand identity integrant parts include and how carries on the survey to .Based on the existing researches, this paper summarizes three basic aspects need to grasp in the definition brand identity. With the help of the three Basic aspect and the process from forms, disseminates to the feedbacks of the brand. We put forward theoretical hypothesis in the structure of the brand identity.Using the "M-zone" .based on theoretical hypothesis and Related literature,this paper works out the predictive questionnaire about brand identity,and gets formal questionnaire by akopting the factor analysis.Then,we basically get command of the status quo of brand identity by spotting-check investigation carried out in Chongqing campus. The conclusions indicate that:(1) The brand identity is a organized and orderly system which composed by certain factors .The brand identity's constitutions may include four factors: Product function, Brand positioning, Brand propaganda and Brand relations.(2) Four factors' weight classification : Product function>Brand positioning>Brand propaganda >Brand relations.