| With the rapid development of the original culture industry of the country, the subdivision of the market of original culture industry, intensive competition gradually and the emergence of the noted original culture brand, the incubation and the development of the western noted original culture brand will be faced with more difficult environment of competition. So it become more important to exert oneself to creative the brand of the original culture industry which adapt the new economy era, to promote the original culture brand image and the original culture brand extension. It is also important to manage the mature original culture brand effectively for an enterprise under the knowledge economic conditions. To deal with the content and the extension of the original culture brand in systematic will be contributed more to assets management of the original culture brand of an enterprise.A mature brand would have its own definite brand positioning since its creation. The creator of the brand would understand the character, content & extension of the brand in systematic. In this way, it will contribute to the asset management of the brand and the promotion the asset operating strategy of the brand. Just through the understand the concept of a brand, the brand positioning, idea of the brand, the core value and the characteristics of the brand, the original culture brand "Dunhuangfeng" has been created better and better. The development way of the stable "Dunhuangfeng" brand in long-term will depend on the perfection of the brand strategic management process and the promotion of the asset operating policy.The original culture brand "Dunhuangfeng", be created in 2007, has been established in the design, research and development of the products of culture industry of Gansu Province. She has her own brand positioning, logo, products and specific developing planning. The value of the brand asset and the influence has been increased in the market of the Province through several years practice. And it has won its own reputation. With the intensive competition gradually, the development of the culture brand of the province has been limited, stepped compare to the well-known culture brand of the nation. The management of the brand is deficiency and the competition is in the lower conditions. The brand positioning and the value of the brand transfer to the consumer is confused. The marketing expanding is feeble and the prospect of the brand is vague. So, it is important do rebuilt the new image of the brand "Dunhuangfeng", planning the new brand positioning, expand the range of the brand, establish the developing strategy of the brand in long-term. |
