"ZANGYIFN" Amino-Acid Personal Care Brand Building Research

Brand is a corporation’s soul in its management and development. Under the global economicintegration, the brand building of a corporation is the most important factor that will determine the successof the company. It is the core competence of products’ value. It is also the core of maintaining loyalty ofcustomers and company’s reputation in the industry. It needs to plan and positon a brand on a strategic levelat the beginning of its creation so that the brand can be focused and competitive. The level of customers’consumption is rising in a dramatic way as with the fast development of Chinese economy. Generalcustomers do not only demand material aspects but also want to persue health, safety and external beauty.The cosmetics industry is welcomed by an unseen opportunity of boost development, due to the intrinsictask is helping people to maintain healthy skin, beauty and youth. As with the pace of global economicintegration, the market-oriented economy in China is being built and gradually tending to be mature. Thecompetition in the cosmetics industry has been intensifying under this economic environment. A greatamount of foreign international brands have entered into the great and evolving Chinese market ever since.The exotic international brands dominated the Chinese market with more advanced marketing techniquesand more mature managing experiences. International brands such as Lanc me, Estée Lauder, L’Oréal,Shiseido, dominated almost half of the Chinese cosmetics market. And they also executed significantamount of merger and acquisition of some of the domestic well-known brands. How to survive and createcompetitive brand under this brutal and intense competing industrial environment is a great questionneeded to be answered by all the domestic company executers.I was inspired and determined to create a strong domestic cosmetics brand during the persue of mydegree of MBA. Then I started the bitter and exciting journey of building the brand I have always wantedfor our nation. A brand we can be proud to say, that is created in China. ZANGYIFN, as a domesticpersonal care brand, is focused on leading and fostering the concept of safe, mild and healthy personal careamong consumers. It is determined to become the leading and most trusted cosmetics and personal carebrand in the world. The structure of this paper is as followings. It started with the analysis of the basiccontents of brand building theory. The brand asset assessment model is proposed based on previous studiesand "ZANGYIFN" brand building activities and promotion data at the e-commerce platform, direct salebrand shops at JD.com and TAOBAO.com. This article proposed creatively the4-dimensions of theassessment management in the brand building process. The4-dimensions include loyalty to the brand,reputation of the brand, quality associated with the brand, and cultural extension of the brand.This paper is dedicated to offer more efficient guidance and acknowledgment in brand building formarketing executers in the personal care and cosmetics industry. And it is purposed to be beneficial to thedevelopment and growth of all the domestic cosmetic brands.