X Company Brand Engineering Construction Research

With the rapid moving in economic society, the closer relationship between public utilities and society and the increasing public demand on the moral expectations and responsibilities of corporations, as a public utility, X company is exposed to the external pressures from the brand construction. In addition, X company has entered the healthy way based on the years of accumulation. It must constantly enhance the brand influence and charisma to adapt to the need of enterprise improvement.The paper analyzes the present situation and the existing problems about the brand construction, and discusses the advantages, challenges, necessity, attributes and the managing strategy of brand engineering on the fundament of deep into domestic and foreign works on brand. The paper designs the constructing plan for the brand project and pointes out the guiding ideas, the strategy goal, the brand positioning of the brand project, then states the importance of brand, including the expanding of some concepts, such as enhancing the communication with the strategic groups, deepening the brand promotion, improving the value of news, promoting the entire social responsibility, deepening the brand stretching with some important affairs, integrating the systematic resource, carrying out various forms of brand activities, enhancing the international influence steadily, clearing the brand contact point, attaching importance to the crisis, etc. The paper pointed out the measures for protecting brand engineering, for example, improving cognitive level, running a sound mechanism, ensuring the reasonable inputting, evaluating synthetically.