Gold Brand Management Case Study

The brand of Gold Leaf was established in1951, which was the same year when Chunghua Cigarettes went into production. From the very beginning of the establishment, Gold Leaf attracted a vast amount of consumers depending on its good quality and rich tobacco flavor. Because of its high reputation and brand awareness, it has won prizes for many times on both national and provincial levels. During the62years of competition and history confirmation, it has grown into a calling card of Henan Province, becoming the leading brand in the tobacco industry. The brand development of Gold Leaf is in good condition, its brand management has been proved effective, and has considerable growth potential in the future.With the background of the tobacco industry and the brand development of China Tobacco Henan Industrial Co. Ltd, this case researches and analyzes the brand management of Gold Leaf from five aspects according to the basic elements and theories of management, evaluating the past experiences, analyzing the shortcomings and giving suggestions and possible solutions. Firstly, it introduces the background of the industry, the brand history and the main objectives of this research. Secondly, it states the history background and macro-environment of its brand development, analyzing the shortcomings then giving suggestions. Thirdly, it applies brand management theory to Gold Leaf study, has researched brand positioning about brand concept, brand image, brand quality, consumer groups, consumer market and brand culture of the brand. Fourthly, it concludes the successful develop experiences of the brand, and points out the improvement for the further development by utilizing brand planning analysis, development objectives analysis, product positioning analysis and some other research methodologies. Additionally, the proposal of brand positioning, brand value, brand loyalty, brand team building and fist-class and second class tobacco leading specification are proposed. At last, it makes a conclusion for the overall research of Gold Leaf.This study summarizes the common rules of tobacco brand development and obtains the further development ideas and measures for the brand of Gold Leaf, in order to support the sustainable development for the brand. In addition, this research can be taken as a reference for tobacco industry management to help the industry develop into a high level.