A Study On The Issues Of UBC Coffee Brand Maintenance And Management

In recent years, people’s material and cultural living standards has been generally improved, people not only have a wide range of material life but also pursue enjoyment, quality of life. They began to have more spiritual aspects of the pursuit. "Coffee Culture" is a leisure culture of modern urban life crowd who are generally willing to pursue Coffee culture as a fashion, elegant and easy modern living together. In this environment where the Coffee chain industry is currently undergoing an unprecedented development in China.In this paper, UBC Coffee, as a study case, is profoundly analyzed. After years of development, UBC Coffee’s brand building has accumulated a wealth of experience, but in terms of brand strategy, it is still facing difficulties. According to the basic circumstance, this paper is focusing on UBC Coffee’s brand management, brand building on the basis of relevant theories and research which are on the current situation of UBC Coffee. The paper is divided into the following sections:The first part is an introduction, including the research background, purpose and meaning, content and ideas and methodologies of the paper. The second part is the theoretical analysis which includes brand marketing theory, Brand Communication theory. The third part is the description of the case, the main details of the Coffee industry, the Coffee-shop industry status and prospects as well as the history of Coffee trading, as well as the UBC Coffee’s development process and history. The fourth part is focused on describing the issues which is encountered by UBC Coffee, such as the dilemma of chain-based operation mode or else. The fifth part is the recommended countermeasures. In this section, the paper proposes that the UBC Coffee brand strategy should improve its strategies, mainly to build a branding strategy and joined Direct binding, to strengthen the brand to be a competitive brand, to improve the legal awareness of brand protection. Finally, it is the revelation and the conclusions of the paper.