The Research On Brand Management Of Enterprise R

At present, China’s geographic information industry market is moving toward branding.Brand is the soul of an enterprise, who has a strong brand who will have the marketopportunities. The paper researches on brand management of R company according to thepresent situation of R brand management of domestic geographic information business, fromthe brand positioning, development, dissemination and innovation aspects, combined with thespecific circumstances of the enterprise development, systematic analysis.The paper takes the case analysis to R company as the research object, combined withthe theory of brand and geographic information industry brand, and the integrated use of4Mmarket portfolio analysis method, and comprehensive evaluation of brand force method, andcombined with enterprise management, brand management, brand strategy theory method, acomprehensive analysis of the R company brand management present situation, marketsituation, and the brand power factor, and at last find out the existing problems of brandmanagement.Based on the above, the paper carried out that R company should be upgraded andimproved in the aspect of brand management, to improve the company’s development processand market share, through comprehensive consideration, combined with R company’s actualsituation, in view of the present situation and then in order to break the R company in branddevelopment bottlenecks, for its construction of a geographic information high-techenterprises in the domestic first-class, realize the sustainable development of healthy andstable, some improvement methods shall be approved by R company such as brand strategy,construction, communication and innovation as soon as possible.