Study On Brand Image Shaping And Communication Of Kansonic Ltd Based On Electric Transformers For Large Capacity UV Lights

The concept of Brand Image was arose in the 1950’s. Since its very beginning, Brand Image has gradually become the focus in enterprise management and operation. It’s one of the most valuable enterprise resources, moreover, it has been a necessary weapon for enterprises fighting in the fierce market. The quality of Brand Image’s shaping and communication directly related to the enterprise’s success and even of vital importance. Therefore, Brand Image shaping and communication has very important strategic significance for enterprises.This paper, taking Kansonic Ltd’s Brand Image shaping and communication as the starting point, adopting Brand Image theories as the basis, through the specific investigation and analysis of the company, clarifies the features, intensions, as well as basic principles for Brand Image shaping, and then decides the differentiated brand positioning, defines and shapes a new and unique Brand Image for the company and products, and schedules the CIS strategy of Corporate Image Identification.This paper describes the internal Brand Image communication measures in respects of creating enterprise cultural concept, establishing enterprise ceremonial concept and selecting the distribution channels; expatiates the external Brand Image communication policies in terms of effective brand building and outbound communication diversity; illustrates the communication differentiality by stating the service-brought reputation communication capability, selecting the demassification of communication, event marketing, and participating in the appraisal activities. The paper ends by concluding the dissertation and presenting the revelatory results from Brand Image building of Kansonic Ltd. Hope this paper can give some theoretical directions and practical references to mid-and-small-sized enterprises in Brand Image shaping and communication.