COLOUR Brand Construct And Planning In Billion Holding(Asia) Company

Billion Group (Asia) Co.,Ltd is a group enterprise which produce UV printing plastic box,paper products and bag.In order to strengthen core-competitiveness of corporation and realize the corporation growth target,The corporation Top-management decided that which developed and produced COLOUR Brand bag which used plastic sheet and leather sheet that made from PVC soft plastic one,PU,Nylon,Satin backing the corporation core UV special printing technology in the beginning of 2008.But Billion corporation was lack of systemtic science programme and management in positioning of COLOUR Brand bag and brand construct in the course of enterprise practice.The thesis establish the product concept and market positioning by systematic analysised the actuality and future of bag marketing and in the basis of compared with the bag products in Billon corporation and the similar competitor.According to the company growth target and product positioning,The thesis carry through the brand programme of the COLOUR Brand Bag including the brand positioning,establish design philosophy and make up brand strategic and then contrive of brand construct with product design,market and sales,operationing management,finance management according to enterprise function and scheme out brand maintaince and brand management.