Research On Brand Promotion Strategy Of ISA In China

Benefit from the social progress and economic development, people’s income and time in hand, after the base coat room and board to meet demand, began growing concern for their own health, consumer health products increases. People in a era of information explosion, many alternative health products, leading consumers to increasingly reduce health care products for brand loyalty. At this time, health care products company’s most important work is the brand through a comprehensive scientific research and diagnosis to understand the consumer psychology, deeply and systematically develop the brand promotion strategy and increase brand value and tonicity, increase brand vitality, enhance brand equity. This paper fully studies the market environment, industry characteristics, basic situation of the target consumer group itself, competitors and business, the in-depth analysis of the health care products company’s brand management, to explore suitable for China’s health care products to enhance corporate brand management strategy for health care products companies theory and practice of brand management to provide advice, so as to promote the sound development of China’s health care industry as a whole.Paper adopts case analysis methods to ISA’s case, the actual situation of research ISA brand, combining theory and practice, and a full analysis of its brand positioning, brand image design, brand promotion, brand extension strategy, brand portfolio marketing and brand crisis public administration and other aspects of brand strategy. Comparison industry while competing products Melatonin, Deluxe brand management strategy, with reference to the successful experience of ISA brand promotion offers effective and reliable solution. One is the ISA goods widened to clinical nutrition, consumer groups and personal use market; secondly to enhance the brand VI system strategy; the third is a rich product line, open up the network channels to create a professional brand image strategy; The fourth is to strengthen the brand management team professional level, resources devoted to regular anti-counterfeiting activities, from media images and other strategies to enhance brand communication; Fifth is to create a professional elite sales team; its six brand crisis public relations is to develop rapid response mechanisms, so as to enhance the overall brand awareness and reputation degrees.