Advertising Agency Brand Management Study

Along with the high development of our country's economy and the further opening of advertisement market, the Chinese AD Company is facing up with the intense market competition. It is extremely vital for the AD Company to manage own brand. The AD Company should set up own brand to meet the challenge.At present, the factor that should consider emphatically among the whole operation of the AD Company is how to manage own brand and enhance the core competitive power.Chapter 1 of this thesis first analyzes the concept of " own brand management". Then combining the present situation of AD company based on brand management itself, this chapter shows the inevitability and urgency by means of research method, such as acquisition of information, interview and so on.Chapter 2 cuts into from two angles--brand creating and brandconstruction. After taking We Marketing Group as an example to analyze the brand creating, this chapter places the emphasis on own brand construction of the AD Company. Drawing lessons from the successful experience of advertisement company own brand management, such as Ogilvy, Grey, CC&E, DHA,TOM and so on, This article also makes every effort to carry on the ponder from many disciplines, such as advertising, sociology, psychology, communication, marketing and so on. Then this article proposes measures AD Company should take. Those measures include many aspects, such as leadership position, management strategy and communication strategy etc.Chapter 3 cuts into from two levels--brand maintain and branddevelopment. This chapter points out that the AD Company shouldn't ignore brand management and need to maintain own brand from the strategy to operation. At the same time, combining the development trend of advertising industry, this chapter analyzes the development of the AD Company oneself brand in future with the white horse, We Marketing Group, CC&E for representative.These extremely encourage our country AD Company to realize the importance of own brand management and try the best to gain it.