Eastern Brand Building Research

Brand is an intangible assets of every enterprise, which has been approved by the word. It has very important economy value and becomes the main competitive power in the word. Brand also means a lot to the airline companies and the consumers. It gives the consumers chances to choose the Airline Company, and also helps the airline companies increase benefits and the possibilities to be chosen. With the development of economy integration and enterprise brand awareness, the enterprise, which has the powerful brand, could live, develop and grow strong. Airline companies have to make a long term plan to invest on their brands based on the theory of strategic management.Let's take a look at the air traffic development in China and abroad, all the successful airline companies depend on their mature brand strategy to be under defeated in the market competition. Singapore Airlines is famous for its good service. Swiss Airlines is given the good reputation of Customer Home. City Line Air Company, relied on the LH brand of Lufthanse German, locates on branch air traffic successfully and is awarded annual word best branch airlines in 2000. From this successful case, we can see that brand strategy places an more and more important role in the market competition. A good brand strategy not only adds the value of the company products, maximizes their benefits, but also makes the company keeping the pace of the times, digs and raises the innovation capability and growth potential, builds a platform to lead the company to the way of sustainable development.China Eastern Airlines ("CES") is one of the China three Air service company. Compared with the first level Airlines, CES has some gaps in management method, management experience, and especially in true effects. Facing the furious business competition, how to build company brand, improve brand influence and competition, get rid of the inferior position in the market competition, how to expand market shares, increase economy benefits, perform social responsibility, have been the important issues for CES to think and explore.This article analyses the business developing trend and the status of CES, guided with the theory of brand building, uses Baud's Five Solid Model Analysis and SWOT Analysis methods and gives the suggestions.