The Research On Brand Building Of Enterprise A

Brand is on behalf of the image of the Country and economic strength. Twelfth Five-YearPlan of China has strongly advocated the development of international well-known brands.China’s reform and opening up already30years which Chinese economy highly growth andthe enterprises rapidly rise to acquired a World Factory role. To make enterprise biggerand stronger has become enterprise’s great responsibility for nation’s prosperous andpowerful. A well-known brand not only represents the core competitiveness of the enterprisesbut also a symbol of the country’s competitiveness. Brand is not only the long-term assets andalso the magic weapon for a hundred years enterprises. Consumer goods industry in Chinacomes into the heyday of brand marketing after20years of development. It can be said fewersuch companies don’t attach important to brand building. In industrial enterprises, they seemsnothing to do with brands that they care about quality, technology, price and the relationshipas their primary concern of indicators. Group enterprises as the main characteristics makethem only pay attention to product and quality. Some of them have understanding errors inbrand building and ignored the role of brand building in business growth. However, Somewell-know brands like Huawei, Intel, Cisco, Sany tell us that industrial brand building is theonly way to the competitive differentiation. Enterprise A is a manufacturer of aluminum inGuangdong and make a series measures in brand building.This thesis study and analysis the company A’s brand building issues. At first review thetheory of brand and brand building which laid a theoretical foundation for the subsequentanalysis. Next part analyzed the profile of aluminum industry and Enterprise A which aimedat the basic overview of the industry and the competitors’ analysis and the consumer demandanalysis. Then this paper analyzed the profile of the enterprise A that mainly analysis frombusiness condition, staff and organization profiles, technological innovation and brand profile.And then point out the problems in the A company’s brand building and make analysis for thereasons. At last the thesis analyzed the optimization strategy in brand building.Enterprise A has certain representation in the industrial enterprises. From the study in thebrand building of Enterprise A which not only help to enhance their brand image andcompetitiveness but also provide an important reference for other industrial enterprises.