Brand Positioning And Promotion Research Of DT Company

Many Chinese brands as well as manufacturers have appeared and enjoyed marketpopularity after1949. However, some brands seem a little bit dull and want a driveafter a long, tiresome campaign all the way down. Many a company is perplexed abouthow to revitalize a brand that is once well established or that fails expectation.Over the last decade, Western branding theories did help improve Chinese brands.But one cannot ignore the fact that the Western market–the basis of such theories–ismuch different from the Chinese one. For example, the Chinese market is lessrationally organized. Hence, the revitalization of a Chinese brand must build on localmarketing and specific corporate strategy.In this article, the author analyzes the relationship between recent DT brandinnovation projects and its strategic products (including market climate, industrialbackground, and market performance) and deals with how to define a strategic product,how to make such products the premium subject of a brand innovation project, how toimprove such products to consolidate the brand, how to change the idea of the brandand make an appeal to customers, especially younger generations, with innovationprojects and strategic products, and how to maintain custom loyalty and improve thebrand image. Finally, the author reaches his conclusion as to DT brand innovation andstrategic products–DT range hoods.Building on market research and strategic analysis of the Chinese range hoodsmarket and DT brand innovation projects, the author establishes a relationship betweenbrand innovation. He elaborates such a relationship before he comes to his conclusionthat strategic products are one of major means of brand innovation, and thatcompetitive products contribute to brand premium.