Research On The Application Of Place Brand

To confront the increasingly fierce competition environment of the market, EMs of district turn the sight of marketing to branding operation. Some places of natural advantages and industrial advantages make use of branding places have already got superior effects. Many place brands are well developing, however, compare with international place brands, having much less brand equity. In China, there are lots of EMs, anyone of them can't afford to face competition, therefore, place branding would be an important strategy to protect and improve them.In the year of 2005, Gannan Navel Orange was considered as an Protection of Original and Geographical Designation by the National Agriculture Department of China. Then, government of Ganzhou have made a set of planting and marketing plans of Gannan Navel Orange, and clearly suggest to construct Gannan Navel Orange to be a superior brand as"Sunkist". However, as a result of short time, lack of knowledge of marketing and brand management, short of money and so on. The place brand"Gannan Navel Orange"is still at the stage of beginning of brand development process. To make long blossom,"Gannan Navel Orange"has to overcome problems in the way of branding, evaluate competition ability and express the place umbrella branding effects.The paper takes the Place Brand, Brand Umbrella and Strategic Brand Management as theory basis, to analysis the building and management of Place Brand Umbrella, take"Gannan Navel Orange"as an example to draw up consummation and management strategies of"Gannan Navel Orange"Umbrella brand. Firstly, on the basis of Place Brand Management, Corporate Brand Management, the author proposes the approaches, construction and management model of Place Brand Umbrella. Secondly, analyzing operation pattern of"Sunkist"and the current situation of"Gannan Navel Orange"Umbrella brand, and pointing out the problems. Thirdly, make the tactic plans of construction and management to deal with the problems in"Gannan Navel Orange"Umbrella branding.