Easyhome Brand Strategy Research

Domestic furnishings market has grown rapidly in recent years with the demand to furniture and building materials. Now there are more furnishings retailers, which have waken up to the importance of building their own brands and actualizing the competitiveness of brand strategy. Many domestic furnishings retailers start to make their effort to be the dominant brand.This article begin to launch the research with the investigation target of Easy Home brand strategy, with the guidance of modern brand strategy, brand establishment and related theory by the means of consulting document information and carrying on special topic market investigation and so on. In the process of working out the program of brand strategy, firstly, in order to provide evidence for the formulation of brand strategy, I deeply analyzed the macroscopic circumstances, industry condition, competitive environment, and the inner resource and capability of Easy Home, and then summarized the superiority, weakness, opportunity and threat in implementation of brand strategy of Easy Home through the analysis method of SWOT. Secondly, I selected the objective market of Easy Home, abstracted the core value of this brand and determined it's fixed position on the basis of market investigation, circumstance analysis and analysis of resource and capability in this company, and then projected the identification system of this brand by David Argue's brand discriminating theory, drew up the transmission program of brand rectification and amalgamation by Kevin Lane Keller's creative theory of consumer's value in order to establish consumer's brand association and brand loyalty and set up brand figure. Lastly, I put forward how to guarantee the establishment of this brand with corporation's culture and inner management by De Chenatony's theory.I hope it will be helpful by the study of this text for the establishment and development of Easy Home brand, meanwhile, I hope it may offer some reference and advices to brand operation and marketing for some furnishings retail selling enterprises in home.