King Deer Brand Asset Management Study

21 years ago, King Deer was just as the same as a handcraft workshop that had only 7000 Yuan flowing capital and several youths waiting for employment. Since 16 years, for the sake of seeking for development, according to international market's requirement, using the tactics of "introducing "carving out and "debouching" developing have become one of 520 door rephrasing enterprises in our country. It turns into this small factory the enterprise of AAA visual and technical center, and wins "5.1 labouringly medal". King Deer is becoming a resounding brand in china; its products are our products of key sustaining and developing and satisfying consumer. Its quality control has passed ISO9001 authentication of quality system; King Deer has really become worldwide name brand of china.After stepped into international market, King Deer had possessed 1.7 billion Yuan capital and sale earning of 1.5 billion. It had become one of Chinese backbone enterprise of processing cashmere, which has the ability to export several billion. Recently, King Deer had some problems in its development and management and needed to find a partner. Finally, Suez Asia Holdings (Hong Kong) Limited became the majority stockholder of King Deer. Meanwhile in the century of new economy, facing the baffling inside and outside market, how does King Deer treat with new challenge?Based on the process of innovation,growth and grandness of brand of King Deer, the thesis analyzes all right atmosphere of enterprise culture which King Deer Group pays attention to products' quality,innovation and enterprises' credit standing during setting up brand, the successful experiences of brand equity building and the problems the corporation faces now. Through investigating analysis, it brings forward strategy of the scientific management and enhancement of the brand equity of King Deer.