Shield Security Group Brand Strategy Research

With reforming and opening up to the outside world for more than 30 years, the private companies have developed rapidly in China. Plenty of excellent companies with mature management models that well adapt to changing environment have appeared. Dunan Group is a typical one of such companies. Until now Dunan Group has established good management situation and become a conglomerate, so the brand management is very important for its development. Dunan Group brand strategy aims to get more support from stakeholders, and take advantage of the strong brand helping group entry new products market and cutting cost and risks. Take the long goal into the consideration, clear brand strategy will help Dunan Group become a long life-span enterprise. Therefore, Dunan Group must establish brand awareness in time, and pay more attention to brand construction.The thesis consists of seven chapters. Chapter One is the summary of the thesis. Chapter Two introduces the brand concept and makes the review of the theories. Chapter Three analyzes the base of brand strategy. Chapter Four does some research on the brand strategy choice. Chapter Five focuses on organizational implementation of brand strategy. Chapter Six mainly mentions the non- organizational implementation of brand strategy. Chapter Seven gets the conclusions of this thesis, as well as policy recommendations and directions for further research.Brand strategy also aims to make employees be more cautious of Dunan Group's brand mission, vision, development direction, and help brand managers to deal with ordinary events.The thesis's new idea is that it defines three parts of content, which includes key element such as core value, positioning. Secondly, it puts forward the implementation of brand strategy, and tells the relationship between headquarters and businesses. Thirdly, it introduces the rules of brand management process and methods, as well as establishes the regulation. The main weak point is that it lacks some analysis on external environment of Dunan Group.