Workers, Peasants And Soldiers "brand Management Study

2008 was the unusual year to Chinese and World's economy. We realized deeply that the mode of economic growth was changed quietly. The labor-intensive industries, especially garment industry is facing new innovation, which is from labor force cost advantage to competition of garment brand.Some famous brands of abroad are taking the leading position with their fantastic design, high technology, good brand image and profound culture value. At the same time, we also find that 70% exported garments was booked by designated brands. It is very hard for Chinese enterprises to export by their own brands and there are few leading enterprises who have famous brands and could promote brand development. We could barely find Chinese famous brands at international market. So, being short of good brands has become one of the main reasons of less competition. Brand construction is needed prompt solution with the development of garment trade.From late of eighties, the consciousness of brand register and protection are reinforced in enterprises and individuals of our country. Some brands are growing up gradually to famous brands. But, most of brands are without scientific management.There are many problems, for example inexact position, aging brand, bad brand association etc. in practical experience.For this reason, this text is taking garment brand" GONG NONG BING" as an example and using modern brand management theory to do a systemic analysis for its current situation and find its main problems in brand management. In view of it's exist problems, this text is on the premise of enterprise's strategy development and system, making a new design for this brand, which includes brand image design, brand repositioning,core value development, brand innovation, brand integration. This text particularly pays attention to direction, feasibility and operatability of the design proposal and hope it will be helpful for those enterprises who meet same problems.